1 - A CHARACTER

WHAT DO THEY WANT?

What do your customers want as it relates to your product or service?

2 - HAS A PROBLEM

VILLAIN

Is there a root cause of your customers' problems? Can you personify this root cause as a villain? What is the villain in your customer's story?

EXTERNAL

What is a problem your customers deal with as it relates to your product or service?

INTERNAL

How is this villain making your customers feel?

PHILOSOPHICAL

Why is it "just plain wrong" for your customers to be burdened by this problem?

3 - AND MEETS A GUIDE

EMPATHY

What brief statement can you make that expresses empathy and understanding?

AUTHORITY

How can you demonstrate competency in solving your customer's problem?

4 - WHO GIVES THEM A PLAN

PROCESS

Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale?

AGREEMENT

List the agreements you can make with your customers to alleviate their fears of doing business with you.

5 - AND CALLS THEM TO ACTION

DIRECT

What is your direct call to action?

TRANSITIONAL

What transitional calls to action will you use to on-ramp customers?

6 - THAT ENDS IN A SUCCESS

List the positive changes your customers will experience if they use your product or service.

7 - THAT HELPS THEM AVOID FAILURE

List the negative consequences your customers will experience if they don't use your product or service.

8 - CHARACTER TRANSFORMATION FROM

How was your customer feeling about themselves before they used your product or service?

TO

Who will your customer become after they use your product or service? What is their aspirational identity?

Service Names

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What are some of terms, keywords or names for this particular service?

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What is it that the client is looking to buy with this service?

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What are the core, external problems they have concerning this service in particular?

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Frame up what a full-service, complete, end-to-end solution looks like, compared to a “bare minimum” solution FROM YOU. (the customer buys everything)

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Frame up your “Good, Better & Best” solutions, with some simple price ranges and guidance on scope of work.

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What lifestyle benefits and outcomes are they looking for as a full solution with this particular service?

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Extensively teach us the features & benefits of your version of the service, that sets you apart.

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Provide 3 - 5 “stakes” or downfalls, or fails of choosing a bad provider, low-cost competitor or “skimping” when buying?

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As a provider, provide rock solid differentiators that they’ll get with you vs. a competitor.  What are you setting out to deliver?

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Help us understand why someone should pay more for your service compared to a low-cost option?

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What price / value level are we at with this service? If the cheapest is a 1, and the most expensive, top of the line option is a 10, where do we sit for this?

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What gives the customer anxiety as it pertains to this?

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What do people dislike or hate about getting this service or working with providers?

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What are the things to be on the lookout for when getting this service or choosing a provider?

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What competitors exist that do a really good job? 

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How would you position yourself compared to good competitors?

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When it comes to customer service, communication & a concierge approach, how do you want customers to experience your company?

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Talk to me about distinctions in Planning/Design, Construction/Fulfillment & Ongoing Support, Warranty Etc.

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