A few years ago, I wrote a post on the 60 Second Marketer called “20 Questions to Help You Differentiate Your Brand.” It was based on a list I got from a good friend of mine named Alan Deeter, who now runs the Dangerous Kitchen brand consultancy.
With that in mind, here’s the list. It seems to be just as valuable today as it was a few years ago:
- What are we at present?
- What do we want to become in 2 to 5 years?
- What is our greatest opportunity in the next 2 years?
- Why is that such a great opportunity?
- What would we need beyond our company’s current strengths/positioning/products to seize the opportunity described above?
- What is our greatest threat?
- Are these threats that we can control? If so, what should we do to control them?
- What do we do better than anybody else?
- When we win, why do we win?
- How does our customer benefit from what we sell?
- What are the top three reasons customers have bought our products or services?
- What are the typical objections to a sale? In other words, when we don’t gain a new customer, what is the reason given?
- What percentage of next year’s revenue is expected from new vs. existing customers?
- Going forward, what are the essential attributes of our target customer? (Industry segment, size of organization/corporation, demographics, job position, motivators, internal and external influencers, buying habits, key message points, factors in buying decisions, associations, publications, trade shows.)
- Who are our key competitors?
- What type of work do we most enjoy?
- Who is our competition targeting?
- How do we wish to be viewed in relation to our competition?
- What is the typical sales cycle?
- What values, personality, and attitude do we want to project?
Are there any questions you’d add to the list? If so, let us know in the comments section below.
Posted by Jamie Turner, Chief Content Officer of the 60 Second Marketer, the online magazine of BKV Digital and Direct Response. To download a free chapter of Jamie’s new book, click “How to Make Money with Social Media.”