One-Liner

Write your One-Liner below:

Website Wireframe
Lay out your website in the sections below:

HEADER

S TA K E S
VA L U E P R O P O S I T I O N

GUIDE

PLAN

STEP 1 STEP 2 STEP 3

E XP L A N AT O R Y PA R A G R A P H

VIDEO

PRICE CHOICES
J U N K D R AW E R

Lead Generator
Write your lead generator ideas below:

INTERESTING TITLE
Nurture Campaign
Write your nurture campaign ideas below:

Sales Campaign
Write your sales campaign emails below:

EMAIL #1 - DELIVER THE ASSET

SUBJECT LINE
EMAIL #2 - PROBLEM + SOLUTION

SUBJECT LINE
EMAIL #3 - TESTIMONIAL

SUBJECT LINE
E M A I L # 4 - OV E R C O M E A N O B J E C T I O N

SUBJECT LINE
E M A I L # 5 - PA R A D I G M S H I F T

SUBJECT LINE
EMAIL #6 - SALES EMAIL

SUBJECT LINE
BrandScript Script / Explanatory Paragraph

At we know that you want to be (a/an)

C O M PA N Y N A M E IDENTIT Y TRANSFORMATION

. In order to do that, you need . The

CHARACTER WANT

problem is which makes you feel

EXTERNAL PROBLEM INTERNAL PROBLEM

. We believe .
PHILOSOPHICAL PROBLEM

We understand which is why we

EMPATHY AUTHORITY

Here’s how we do it: 1. 2.

PL AN: STEP 1 PL AN: STEP 2

3. .
PL AN: STEP 3

So, . And in the meantime,

DIRECT CTA TRANSITIONAL CTA

. So you can stop and instead

FAILURE

.
SUCCESS
Meeting Agendas
B R A N D S C R I PT S C R I PT A N D O N E - L I N E R M E E T I N G

1. MEETING OPENING

A . Introduce all those in the room to highlight that the reason they are there is
because they bring something important to the table.

B . Talk about the purpose for the day: to get everyone on the same page with a
clear message about what the company does.

C . Introduce the concept of BrandScript script and One-Liner

2 . B R A N D S C R I PT S C R I PT A C T I V I T Y

A . Introduction and purpose

B . Group brainstorming

C . Decision

3. ONE-LINER ACTIVITY

A . Introduction and purpose

B . Group brainstorming

C . Decision

4 . A S S I G N TA S K S A N D D E A D L I N E S

5 . R E M I N D P E O P L E A B O U T T H E N E XT M E E T I N G F O R
WEBSITE WIREFRAME.
 WIREFRAME WEBSITE

1. MEETING OPENING

A . Introduce all those in the room if necessary and explain why they are there
and what they bring to the table.

B . Talk about the purpose for the meeting: to create a website wireframe
complete with all the sections of the website homepage.

C . Introduce the sections of the website you will be covering today.

2 . R E V I E W B R A N D S C R I PT S C R I PT A N D O N E - L I N E R A N D E XP L A I N
T H E W E B S I T E N E E D S T O S TAY O N T H E M E A S M U C H A S P O S S I B L E .

3 . W E B S I T E C O P Y C R E AT I O N

A . The Header
i. Does it answer the questions: What are you offering? How does it make
our customers’ lives better? Where can I buy it? How can they buy it?
ii. Do the pictures you intend to use support the sales pitch or confuse
customers about what you are selling?
B . The Stakes
i. What is life going to look like if the customer does not buy your
product or service?
ii. What negative experiences are you keeping your customers from
having to deal with?
C . The Value Proposition
i. What positive results will a customer receive if they buy your product?
ii. What does your customer’s life look like if they buy your product
or service?
D. The Guide
i. Empathy: what empathetic statement can you make that expresses your
care, concern, or understanding about your customer’s problem?
ii. Authority: how can you reassure your customers you are competent to
solve their problem?
iii. Testimonials
iv. Other: logos, statistics
E . The Plan
i. Three or four steps: What is the path a customer needs to take before or
after buying your product?
ii. What are the benefits of each of those steps?
 F . The Explanatory Paragraph
i. Simply use your One-Liner followed by your BrandScript script to make
this section simple, clear, and easy.
G . The Video (optional)
i. Decide on video
ii. Decide on title
H . Price Choices (optional)
i. How will you visually display the price or prices of this product.
I . Junk Drawer

4 . A S S I G N TA S K S A N D D E A D L I N E S

5 . S C H E D U L E O R R E M I N D T H E T E A M A B O U T T H E N E XT M E E T I N G
I N W H I C H YO U W I L L D I S C U S S E M A I L S E Q U E N C E S .

L E A D G E N E R AT O R A N D E M A I L S E Q U E N C E

1. MEETING OPENING

A . Introduce all those in the room if necessary and explain what their role will be
as it relates to the campaign.

B . Talk about the purpose for the day: to decide on a lead generator, create con-
tent for the lead generator, and outline the various email campaigns you have
decided to create.

C . Introduce the concept of the lead generator, nurture emails, and sales emails.

2 . R E V I E W B R A N D S C R I PT S C R I PT A N D O N E - L I N E R A S A N E F F O R T T O
S TAY C O N S I S T E N T I N YO U R C O N T E N T.

3 . L E A D G E N E R AT O R

A . Brainstorm a list of ideas for lead generators.

B . Decide on the first one to create.

C . Create an outline for content.

D. Save unused lead generator ideas for potential nurturing email content.
4. NURTURE EMAILS

A . Brainstorm possible types

i. Weekly Announcements
ii. Weekly Tips
iii. Weekly Notifications

B . Make a decision and create subject lines and brief talking points for each. Your
copywriter will love the head start this brainstorm delivers

5 . S A L E S E M A I L S ( O U T L I N E T H E C O N T E N T S O F E A C H T Y P E A S YO U G O )

A . Title of “Deliver the Asset” Email

B . Title of “Problem + Solution” Email

C . Title of “Testimonial” Email

D. Title of “Overcome Objection” Email

E . Title of “Paradigm Shift” Email

F . Title of “Sales” Email

6 . A S S I G N TA S K S A N D D E A D L I N E S .

7. D I S C U S S W H E N T H E N E XT M E E T I N G W I L L TA K E P L A C E . I N T H E
N E XT M E E T I N G YO U W I L L R E F I N E T H E C O N T E N T.

CONTENT REFINEMENT MEETING

1. MEETING OPENING

A . Talk about the purpose for the day: to go over all the collateral created in order
to get ready for the launch and to set the calendar.

2. REVIEW AND EDIT ONE-LINER.

3. REVIEW AND EDIT WEBSITE.

4 . R E V I E W A N D E D I T T H E L E A D G E N E R AT O R .

5. REVIEW AND EDIT THE NURTURE EMAILS .

6. REVIEW AND EDIT THE SALES EMAILS .

7. D E C I D E W H E N YO U A R E G O I N G T O L A U N C H T H E C A M PA I G N .

8 . A S S I G N TA S K S A N D D E A D L I N E S .

9 . S E T D AT E A B O U T O N E M O N T H A F T E R T H E C A M PA I G N
L A U N C H E S T O R E V I E W T H E C A M PA I G N A N D M A K E C H A N G E S
A N D I M P R OV E M E N T S .

R E S U LT S A N A LY S I S A N D R E F I N E M E N T M E E T I N G

1 . E XP L A I N T H E O B J E C T I V E O F T H I S M E E T I N G I S T O R E F I N E A
S P E C I F I C C A M PA I G N .

2 . PA S S O U T T H E E M A I L S F O R T H E C A M PA I G N .

3 . R E V I E W T H E D ATA . W H AT ’ S WO R K I N G A N D W H AT I S N ’ T ?

4 . R E V I S E , E D I T, O R R E P L A C E A N Y T H I N G T H AT I S N O T WO R K I N G .

5 . D I S C U S S W H AT I S WO R K I N G A N D S E E I F YO U C A N U S E
SOME OF THE LANGUAGE IN OTHER PLACES ON THE WEBSITE
OR IN THE EMAILS.

6. ASSIGN THE REVISIONS TO THOSE WHO WILL BE RESPONSIBLE

T O E XE C U T E .
Sample Wireframe
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