| Contact Person: |
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Website(s): |
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| Business Name: |
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Phone number: |
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| Address: |
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Fax number: |
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| City, ST Zip: |
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Email address: |
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1. Which PPCs do you want to advertise on?
Adwords:__ Overture:__ MSN:__ |
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2. Describe your product or service:
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3. How does it work?
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4. What are the features, facts, and spec’s?
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5. What are the benefits? What's in it for me? What needs does it fulfill? What problems does it solve?
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6. What are your prospects demographics, fears, interests, and goals?
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7. Which emotions are best targeted: Beauty, fear, freedom, guilt, hope, joy, money, power, security?
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8. What are your prospects’ frequently asked questions? Your answers?
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9. What are your prospects’ common objections? Your answers?
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10. What challenges must be overcome? What can't be said?
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11. Who are your competitors? What are their websites' addresses? How do you compare on features, benefits, price, etc.?
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12. How do you want to be positioned against your competitors?
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13. What is your unique selling proposition? What makes you different, exclusive, new, the best, the most, or the only?
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14. What is your list price:
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15. What is your special offer? New customer discount, premium, limited time sale?
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16. What is the goal? Close the sale, generate leads, request further information?
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| 17. What is your guarantee? |
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18. What books, studies, articles, & websites need to be read in preparation?
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19. Which variables do you want to test? Headline, price, etc.?
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20. How do you want your ads to screen-out unqualified clicks?
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21. What is the maximum you can pay for: Cost/click?____ Cost/conversion?____
Daily budget?____ |
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| 22. If you have current PPC campaign(s), what is the: |
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| 1st PPC Name? |
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Avg. CTR? |
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Avg. Pos.? |
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Avg. CPC? |
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| 2nd PPC Name? |
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Avg. CTR? |
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Avg. Pos.? |
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Avg. CPC? |
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| What are your PPC goals? |
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| Recommended Research List: |
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1. Copies of all past ads: Letters, mag’s, etc.
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2. Copies of competitors’ ads.
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3. Endorsements and testimonies.
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4. Feature articles and publicity.
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5. Studies of your product or service.
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6. Principal’s biography and resume
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7. Company history, achievements, and awards.
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8. Names and phone #’s of personnel to interview.
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9. Names and phone #’s of customers to interview.
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