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18 QUESTIONS IN DETERMINING YOUR
ADVERTISING CAMPAIGN
1. Where does your business belong on the local share market ladder for what you sell?
2. Is your current shared trend rising, stable, threatened, or down? Why?
3. Which business(s) below you are coming up fast and which one(s) worry you the most?
4. What step above do you realistically think that you can take over?
5. When consumers see or hear your name, what is their single strongest impression of what your
business stand for?
6. What kind of positioning or image would you like to have?
7. What is your #1 sales problem? Why don't more people do business with you?
8. Why do more people buy from…(name anyone and everyone higher on the local share of the
market for what you are selling.)
9. What mistakes can a consumer make in buying what you sell from a competitor?
10. Who buys here?
11. How do your customers differ from your competitors customers?
12. Who else do you need to sell?
13. Why do people buy from you?
14. Are there any misconceptions about your business?
15. What do you sell? Service, uniqueness, selection, price, what?
16. What is the one thing you wish more of my listeners knew about your business?
17. Without mentioning price, give me three reasons why my listeners should buy from you rather
than your competitors?
18. What is your single greatest competitive advantage?
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