{"id":167,"date":"2011-07-08T21:54:18","date_gmt":"2011-07-08T21:54:18","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=167"},"modified":"2011-07-08T21:54:18","modified_gmt":"2011-07-08T21:54:18","slug":"six-questions-to-ask-before-writing-anything","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/six-questions-to-ask-before-writing-anything\/","title":{"rendered":"Six questions to ask before writing anything"},"content":{"rendered":"
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\"Frustration\"<\/div>\n<\/div>\n<\/div>\n

Although it’s been said many times many ways (apologies to Mel Torme), most marketing content-related projects call for answers to at least a half-dozen questions.\u00a0 And all members of the team should weigh-in.\u00a0 As simplistic as they may appear, questions not unlike the ones below can reveal information that makes the difference between a worthwhile end product and an endless cycle of revisions and finger-pointing:<\/p>\n

1.\u00a0 Objective<\/strong>: What is the purpose of the proposed document and\/or web content?<\/p>\n

2.\u00a0 Target:<\/strong> Who is the reader?<\/p>\n

3.\u00a0 Message(s):<\/strong> What are the key take-aways or leave-behind messages you want to create in the reader’s mind about your company and\/or its offerings?<\/p>\n

4.\u00a0 Differentiation:<\/strong> What are the core, competitive differentiators of your offering(s) that you want this\u00a0 particular content to convey?\u00a0 How do they differ from competitive offerings and what is significant about this difference?<\/p>\n

5.\u00a0 Features\/Benefits:<\/strong> Relative to the differentiation you describe above, specify the features that make it superior and explain the corresponding benefit(s) of each.\u00a0 How to they “benefit” a buyer?<\/p>\n

6. Substantion\/proof points<\/strong>: What evidence or field results illustrate the validity of your claims (e.g., customer testimony, metrics, competitive superiority, etc.) ?<\/p>\n

Is this exercise part of your own preparation today? What other questions would you ask?\u00a0 What did we<\/a> miss?<\/p>\n","protected":false},"excerpt":{"rendered":"

Although it’s been said many times many ways (apologies to Mel Torme), most marketing content-related projects call for answers to at least a half-dozen questions.\u00a0 And all members of the team should weigh-in.\u00a0 As simplistic as they may appear, questions not unlike the ones below can reveal information that makes the difference between a worthwhile […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,52,36,9,10],"tags":[14,210,26,11,41],"class_list":["post-167","post","type-post","status-publish","format-standard","hentry","category-collaboration","category-content-marketing","category-content-strategy","category-online-content","category-website-content","tag-branding-content","tag-case-studies","tag-content-creation","tag-optimizing-content","tag-writing-collaboration"],"yoast_head":"\nSix questions to ask before writing anything - 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