01
The business
The basics, so we know who we are representing.
In one or two sentences, what does the business do? * Plain English, as if explaining it to someone outside your industry.
02
Products, services & the offer
What you sell, and the specific thing you want these campaigns to promote.
Core products and services * List everything you offer, with a line on each.
The flagship offer for this campaign * If we could only sell one thing through outreach, what should it be?
Pricing model
Select... One off project fee Monthly retainer / subscription Per unit / per seat Commission / % of value Custom / varies by client
Typical deal value
Select... Under £1k £1k to £5k £5k to £25k £25k to £100k £100k+
What problem does the offer solve for the buyer? * The pain or cost they have before they find you.
How do customers describe the problem in their own words?The actual phrases they use. Helps us write in language that lands.
03
Why you
What sets you apart, and the proof to back it up.
What makes you the best choice? * Be honest and specific. "Great service" tells us nothing.
Main competitorsNames or types of company you regularly lose deals to or compete against.
Proof pointsResults, numbers, case studies, big-name clients, accreditations, awards, guarantees.
Common objections you hearWhat makes prospects hesitate, and how do you usually answer it?
04
Who we should target
The single most important section. This defines who lands in your inbox as a lead.
Industries / sectors to target * Where do your best customers tend to come from?
Job titles / decision makers to reach * Who has the authority and budget to say yes?
Dream clientsName specific companies you would love to work with. We will hunt them down.
Who to excludeCurrent clients, live prospects, competitors, sectors that never convert, or anyone off limits.
What does a genuinely good lead look like?How do we know a reply is worth your time?
What tends to trigger someone to buy?The events that make a prospect ready. New premises, growth, a contract up for renewal, a regulation change, a key hire, and so on.
Name a few of your best current customersThree or four ideal clients, and what they have in common. This lets us find more just like them.
05
The hook & the ask
What we offer prospects to start the conversation, and what counts as a win.
Any incentive or lead magnet?A free trial, discount, free sample, guide, or audit you can dangle.
Campaign goalsWhat does success look like in numbers? Meetings a month, pipeline value, etc.
06
Process & logistics
The practical bits so leads land somewhere sensible.
Brand tone of voiceHow should we sound? Anything we must avoid saying?
Regulatory or compliance notesRegulated industry, claims you cannot make, sensitive wording, anything legal.
Existing assets you can shareDecks, case studies, brochures, past email copy that worked. Just note what exists, we will request files separately.
Links we should readBest case study pages, your Google or Trustpilot reviews, and the LinkedIn of one or two key people. Gives our research real evidence to work from.
Anything else we should know?