Selling points: specs into reasons

Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.

Task: Many specs and no idea which to lead with.

[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
   - key specs versus competitors
   - the three questions users ask most
   - return and complaint reasons
   - price band
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.

[Go through each of these]
- translate each spec into what it means for them
- keep three points, the rest as support
- name the lead point
- flag the one that invites doubt and how to answer it

[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail

[Output]
Audience, hypothesis, test, allocation, failure conditions.

[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenly