Use one brief across the team
Sales, design, content, and advertising can give customers different messages when they work from different instructions. A shared brief should explain the audience, offer, evidence, and next action in plain language. Assign one person to approve the final work.
Compare services by margin, available capacity, and repeat business. The service with the highest search volume is not always the most worthwhile to promote. Leave the team with a decision, an owner, and a review date.
An offer people understand
State who the offer is for, what is included, and what happens after someone contacts you. A lower price cannot fix an unclear service or a slow response. Compare customer actions with the message that attracted them.
Separate management fees, media spend, production costs, and software charges. Assign each channel a role instead of dividing the budget equally. Make the budget match the work the team can realistically deliver.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities