
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 recent customer feedback to challenge an unclear message.
Use one brief for website, content, advertising, and sales staff. Agree the promise and the customer information needed at each stage. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




