1. I’m here to help generate results from your advertising. What would it take from your advertising for you to be excited enough to pop the cork on a $100 bottle of champagne? (Don’t go to question #2 until you have an answer)

  2. Who are your main customers? What do the 20% of your customers that make up 80% of your business look like? In a 10 year age bracket, what range represents most of your customers?

  3. What do you want your customers to experience when they come to your store/business? What system do you have in place to make sure you provide this experience?

  4. What is your defined strategy? (Do they have one?) What is your U.S.P.? Delight Factor? How are you different?

  5. Who are your competitors and how do you compare to them? What do they do better than you, and what do you do better than them?

  6. If you could be granted three wishes that would directly affect your business, what would those three wishes be?

  7. What is the best marketing promotion you’ve ever done? When is your next promotion?

  8. How do you measure the results of your advertising? How do you know it paid off?

  9. Are you interested in learning about our systematic way of getting measurable advertising results? It is a mathematical formula that ties together the Cost of Exposure (determined ad budget) and R.O.I. (determines how to get a 3:1 return on investment). But formula’s need numbers, so I have to ask you about your numbers to get the formula working for you. Are you ready?

    1. Do you want to grow sales next year? What is your goal for next year, 3, 5 yrs?

    2. Where do you project to finish this year?

    3. What is your current advertising budget? What is your future advertising budget? (Note: If you want to be a million-dollar business advertise like you already are one!)

    4. What is your average markup & margin?

    5. What is your cost of occupancy (rent or mortgage only)?

    6. What is your average sale/transaction?

    7. What is your customer worth in a years time?

    8. What is your closing ratio?

    9. What type of co-op is available in your business?

  10. Overall, how do you feel about advertising? Do you see it as an expense or an investment?

  11. If I were to ask you to spend $10,000 tomorrow, you and who else would make that decision?