
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. Review recent inquiries before making assumptions about demand.
Use one brief for website, content, advertising, and sales staff. Agree the promise and the customer information needed at each stage. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




