
Choose useful demand
Compare services by margin, available capacity, and repeat business. The service with the highest search volume is not always the most worthwhile to promote. Use actual customer questions to check whether the plan is useful.
Use one brief for website, content, advertising, and sales staff. Agree the promise and the customer information needed at each stage. Verify the next step while there is still time to correct a problem.
- A written brief
- Named responsibilities
- Agreed review points




