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What do you do? How did you start the company?
Everyone has a story of their business journey. What’s yours?
Who are your competitors or who you might be compared with? How do you differ from them?
What’s your position in the marketplace? What are your competitors up to?
Where do you want to place yourself relative to your competition?
Where do you want to place yourselfrelative to your competition?
What’s the main message the audience should be left with? Is it the main benefit (not a feature) that the customer receives from your product or service? If you could add one or two other points what would those be?
Funny and casual, or formal - what do target audiences believe before your nonprofit communicates with them? What tone and imagery will be most effective, any specific visual goals?