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Content Survey
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Company Name
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Who’s your ideal customer?
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What are his/her hot buttons or primary concerns?
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How do you want this reader to feel as a result of reading this piece?
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What do you want this reader to do as a result of reading this piece? (Have one focused call-to-action, not several)
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What transformation do customers experience after buying your product/service? How will their lives, work or daily routine be different? (Paint a clear and compelling before-and-after scenario.)
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Walk me through what happens after someone purchases your product/service, step by step.
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What are common objections or sources of hesitation you’ve observed, that cause prospects to drag their feet or decide against your product/service?
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Is there a built-in bias in the way these people make decisions?
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Who else is selling something similar to this audience, and how?
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What do you do better or differently from your competitors?
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If your product/service isn’t different from your competitors’, what attributes can be stressed that haven’t been advertised or stressed by the competition?
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Who has bought this (or something similar) from you in the past? What do they say about it?
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Can you share any proof points (testimonials, studies, data, success stories) that back up your claims?
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Do you offer a guarantee or risk reversal of any kind?
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Are there time-sensitive factors (like a deadline-driven bonus or penalty) affecting the cost of your product/service?
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Is there an early-bird benefit, deadline or scarcity to help create urgency?
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Anything else I (or your readers) should know? Any benefits we haven’t discussed?
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What writing voice or tone best reflects your brand and customers? (Formal, casual, conversational, humorous, etc.)
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Are you currently tracking conversions and events on your website through Google analytics?
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