What should change?
Start with a specific business problem: a new offer needs a launch, the brand is hard to recognise, or enquiries are not a good fit. The problem determines the work.
Who needs to choose you?
Describe the people you want to reach, their context and the decision they are making. A useful audience definition goes further than age and location.
Why would they choose you?
Connect a real customer need to an offer you can deliver. Make the reason to choose your business clear before trying to increase the reach of the message.
Where does the message lead?
Check the destination, the offer and the next step. A stronger campaign needs an experience that can support the interest it creates.
How will you learn?
Agree the measures, the review rhythm and the decisions those measures will inform. Use the first phase to learn, then decide what deserves more investment.