Reviewing the strategy questionnaire

After filling out the video strategy questionnaire, the next step is to have a meeting with your whole team to go over the responses. You’d be surprised how many teams aren’t aligned on their goals or target persona.

During this lesson, you’ll learn how to lead a questionnaire discussion meeting, during which you will:

  • Strip out boilerplate language
  • Identify and resolve inconsistencies
  • Replace vague language with something concrete

Download the course packet below for all materials referenced throughout the course.

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Okay, so you’ve had your one hour long questionnaire fill out session. And now we have to discuss the questionnaire.

The point of the questionnaire discussion is to gain alignment and really perform like a brand therapy session. It’s to go one level deeper into the assumptions that we all have of what is true in our brand.

It’s meant to, I hate to use this analogy, but it’s the best one. But if you’ve ever had fish and you go to clean the tank, you know the tank looks great and everything. And then when you go and do the vacuum, a whole bunch of poop comes to the surface. That’s what this is actually.

So things in your company may look like in perfect equilibrium and everybody is in their place and knows exactly- you hold this discussion session and a whole bunch of stuff comes up.

I guarantee you there’s gonna be a huge nugget of insight that comes out of this meeting that will be leveraged in future steps.

So I’m gonna walk you through some tips on how to hold this discussion, so that it’s not a waste of time.

First tip is, schedule this meeting at least a week after you filled out the questionnaire. What this does is gives everyone on your team kinda time to sleep on things but also time to forget the minutiae of everything that was said.

So we wanna kind of distance because when we revisit the answers, there’s probably gonna be some just mental insight that was gained through everyone just sleeping, where maybe sticking points that you had self resolve.

Another tip I have is to involve people that are outside of your team. Not in the group that filled out the questionnaire. This is another method to counteract your curse of knowledge. And these people are meant for you to have to explain yourself. They’re to poke holes, in all the kind of vague language or inconsistencies or anything boilerplate.

There’s three things that you wanna be on the lookout for that is boilerplate language, inconsistencies with different answers and then vague language.

Boilerplate knock on anything that’s boilerplate, if you can tell that something was copied and pasted from some other document or what I’ll see is people will copy and paste the same differentiators on the competitive landscape page. So they’ll use the same for the differentiators. Knock on that.

So if we don’t allow ourselves to use the company descriptor that’s on the front page of website, we have to explain what we do in human terms. It may, an idea may actually bubble up to the surface.

And I’ve seen this. A company, a client of ours, they used boilerplate language in describing what they do. I rephrased, that’s a tactic you can use. So anytime something has been said, just rephrase it, just repeat it back and see what people say. So I’ve rephrased their boilerplate language. I said Okay so you help your clients collect bills. And then to which they responded back saying, yes our clients are tired of collecting bills from their customers, it makes them feel like a Mafia bill collector, you know collecting on somebody that made a bad bet or something. That actually turned into an idea.

Inconsistencies would be, well our marketing goal is awareness, we need to make prospects aware of the problem. And you know what we do brand awareness, right. But then later on in the most valuable customer, we identify them as a late stage buyer.

Well that’s an inconsistency. A late stage buyer already knows they have a problem, and they’re already actively researching for companies to solve their issue. That may be a misalignment there. So make sure you have those discussions.

And if it turns out that your sales team is saying no, you know we have plenty of leads, we just have a hard time closing them. I’m not sure a brand film is right for you. You may need content that helps the decision. So that could be sales demos or that could be a product demo that can be a customer testimonial.

It’s been said that early stage buyers need to be inspired late stage buyers need to be reassured. So if you have a late stage buyer in the decision phase brand film would not work.

An example of vague language would be What’s the job title of your single most valuable customer? C-suite. It’s too vague. There’s different types of C people all right CEO, CXO, CTO, CIO. They’re all different, which C-suite person so that’s vague.

Good luck on your discussion remember one or two hours and I’ll see in the next video the Competitive Analysis.