Whether you’re preparing marketing materials for a new video, a new brochure, or any marketing campaign for that matter, you should have a checklist for reviewing those materials.

Here are some of the things to include on that list:

1- What is it for?

2- When it works, will we be able to tell?

3- Who is it for?

4- Which specific group, demographic, tribe, or worldview is this designed to

resonate with?

5- What does it remind you of?

6- Where have you seen this type of vernacular before? Is it as well done as the previous one?

7- What is the call to action?

8- Are you clearly asking people to do something?

The next thing you need to do is show this to 10 strangers, and don’t say anything! See what they ask you. Then, ask them what the material is asking them to do.

Remember, your job is not to answer every, single question; you aren’t meant to close the sale. The point of this work you’re doing is to increase awareness, peak interest, generate interaction, and spread your idea to those who need to hear it. All the while you’re doing this, you’re building trust with your potential customers.

Keep in mind you probably aren’t going to achieve this in one try, so be prepared to tirelessly grind your way through countless attempts to properly go through this check-list, until you’ve finally made your way to the audience you’re targeting.