In 50 words or less, what are we offering?

What does it do? How does it work? How it is used?

Please list all of the products and services being offered together with the price.

Special introductory savings? Premium? Limited-time offer? Buy one, get one free? Free information? Guarantees? Etc.?

All facts and specifications.

What will it do for me? What specific problem(s) does it solve? What need(s) does it fulfill? How will it make or save me money? Save time, work or worry? Make my life easier or better?

What will it give me that I can’t get anywhere else? How and why is it new, better or different than what’s already available? What is unique or exclusive about it?

Direct mail package, sales letter, display ad, brochure, press release, insert, catalogue, self-mailer, postcard, information kit, TV spot, radio spot, web site, complete campaign?

To generate leads or inquiries, make a direct sale, answer inquiries or leads, make an announcement, build image, etc.?)

When do you want it? Any deadlines or project schedules we should be aware of? Note: typical turnaround is 1-3 weeks depending on your niche; Further research may be required

In business, what is his title/responsibility? What are his biggest goals, concerns, fears, hopes and dreams, attitudes, possible objections? How will he use your product to get ahead or keep from falling behind? For consumers, what main interests/desires/fears/hopes and dreams does it appeal to?)

Are there enough prospects in this secondary niche to create specially targeted copy versions that appeal directly to them?)

What worked and what did not? What is the actual sales performance by source?

What copy, price, offer, mailing list, media, etc.?

What must never be said or promised?

Who do you compare your products, services, prices, terms, features and benefits, etc. with? What are your strongest and weakest points by comparison?

Cash with order; bill-me later; purchase order required; Credit cards – VISA, MasterCard, American Express, Diners Club, Discover?

What percentage of your sales comes in by phone? Internet? Mail? On-site retail? Through distributors? Etc.?

100% money-back any time? 30-day free trial? Refund of unused portion upon return? Other?

Company history, personality or bio of the owner, founder, main spokesperson; position of prominence in the marketplace; special achievements; public/community image; industry awards or kudos; or anything else that might enhance sales or goodwill? What was your journey? Were there obstacles you have overcome?