Brand Copy Workbook

List the services you provide and rate them from 1 to 10, where 10 is the strongest.

How do you deliver your customers these amazing services? What are the steps involved?

A strong customer satisfaction guarantee reverses risk. Your guarantee, then, is a statement of confidence.

The difference between features vs benefits

1. Features are facts about products or services; they add credibility and substance to your sales pitch, typically describing how it’s made or delivered, what it includes.
2. Benefits give customers a reason to buy because they explain how your product or service improves their lives.
3. To translate features into benefits, answer the question “So what?”

List a feature of your product or service in the first column.
For example, 100% cotton, Bluetooth-enabled, high-definition, available 24/7, 100% remote, contract-free...
In the next column, ask “So what?”
For example, 100% cotton, so it’s breathable. Contract-free, so you’re never tied down.
Product/Service:

Go back to your list of features and benefits above. Revise the benefits to include a balance of the 3 essential types of benefits:

1. Results – What outcome that feature produces
2. Practical benefits – Why this makes your customer’s life easier/better/less expensive/more enjoyable
3. Emotional benefits — Why the feature meets your customer’s emotional needs (this can include social/status needs, as in, how the customer wants to be perceived)

Product/Service:

Think about what expertise matters most to your clients/customers. Ideally, choose skills that line up with an area where you have a vast amount of experience or an extreme competency.
List your skills and rate them from 1 to 10, where 10 is the strongest skill.
Example: Attention to detail, team management, visual design

How we want to connect with our clients and customers – how we want to sound.

How we want our clients, customers and partners to feel.

The tangible result or change we want to bring to our community.

List the values that are central to your brand and matter most to your clients/customers.

What things are you passionate about that intersect with your business? List them below.
For example:
A professional cleaning service might be passionate about health and safety; creating calm, organized spaces; protecting the earth by using environmentally-friendly solutions; secure, fair employment with benefits; and helping families cope with the stresses of life by making cleaning one less thing to worry about.

List the top three things from each Company Story exercise below.

What contact information is to be included on your website?.

List 5 - 10 of your best customer testimonials.

Do you have customer reviews on platforms like Google or Facebook? List the platforms below with your average review rating.

Has your brand been featured in (or even mentioned by) a media source? List them below.

Even if the visitor doesn’t recognize all of the companies, it’s differentiation. It’s visual evidence of legitimacy. List your best clients or partners below.

These little visuals are “trust seals” that build credibility and set your business apart.
Do you have any awards to show off? List them below.
Are you a member of any industry bodies? Do you have any certfications that make you more credible or speak to your experience? List them below.
E.g. Your B Corp badge, the logo of your trade association
Please upload to GDrive and share link.

An effective FAQ should be written exactly as you would expect to hear questions and answers in real life between a customer and a member of your sales team. Don’t skip the basics, don’t shy away from including the tough questions and don’t waffle to avoid answering them properly.