Marketing Initiative

The SWOT tool is divided into internal and external factors.

Create a 1–2 page document outlining top opportunities, strengths to leverage and communicate, areas for improvement, and weaknesses. Define the tactics and strategies needed to win based on these insights, and evaluate the following strategic approaches:

Watch this video before you start. 👀💥

A business strategy can have different goals as each organization measures success differently.

Here are a few examples:

Try to be specific:

👉 Discuss and define your growth strategy.

📡Tip: A growth strategy is an action plan that will help you get a higher market share and grow your organization. This strategy can be short-term or long-term.

If you are not familiar with the options, check out our card deck "growth strategy"

Discuss and add your strategy to the board.

These questions will guide the discussion:

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the product strategy. Add one or two notes for this step, and keep it short.

Channels: Advertising, Internet marketing, TV or Radio advertising, etc Discuss and add your strategy to the board.

These questions will guide the discussion:

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the promotion strategy. Add one or two notes for this step, and keep it short.

Discuss and add your strategy to the board.

These questions will guide the discussion:

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the price strategy. Add one or two notes for this step, and keep it short.

Discuss and add your strategy to the board.

These questions will guide the discussion:

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the "place" strategy. Add one or two notes for this step, and keep it short.

Discuss and add your strategy to the board.

These questions will guide the discussion:

Target Audience:

Employees:

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the "people and skills" strategy. Add one or two notes for this step, and keep it short.

Discuss and add your strategy to the board.

These questions will guide the discussion:

Explore payment, distribution, ideation, sales, and other processes, and develop your strategy.

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the "process" strategy. Add one or two notes for this step, and keep it short.

Physical evidence is all of the things that will help you become a well-known company, or help users to identify you. Think about things like comfort, usability, design, interface, etc

What elements will help you position your brand and target the right kind of customers or users?

The objective is not to answer all these questions, but to use them to guide your thinking, define the main question, and set the "physical evidence" strategy. Add one or two notes for this step, and keep it short.

This will be your Persona board.

You may choose to group notes on the board into similar sections such as:

🧐Background 🌎Demographic 🔥Goals ❤️Motivations 🥶Frustrations/Fears 👏Skills

You will know when you have enough information when you feel like you know this person. You should be able to imagine their beliefs, passions, aspirations, fears, hobbies, etc.

Continue finding information until you feel like the personality of your persona is fully-formed and feels as real as a close friend.

Write down a name for this 'Persona' or use the most common name that comes up in your customer files. This will help your team to have empathy for the customer as if it were a real person.

You may also choose to have more in-depth interviews to flesh out your Persona, and to choose a stock photo for your Persona.

Turn it into a Jobs To Be Done Statement.

Use this template by to create your statement: When I [Context] but [barrier] help me [goal] so I [outcome].

Going through this process, you will likely have a lots of different 'jobs' that you could target. Focus on the jobs with the highest impact using this matrix: Saturated jobs, High opportunity, Low opportunity and open Jobs

People don't buy what you sell — they buy a better version of their situation. So before anything else, get honest about what they really want, underneath the surface ask.

Push past the obvious. If they say they want "a non-alcoholic beer," that's the product, not the desire. The desire might be to be part of the moment without the hangover, or to not feel like the odd one out holding a water. Keep asking "and why does that matter to them?" until you hit something emotional, not functional.

Then name the pain that's blocking it — the friction, the fear, the frustration they live with right now. The sharper you can describe the pain in a way that makes them nod and say "yes, exactly that," the more your offer will feel made for them.

Here's the trap almost everyone falls into: describing value the way you see it — your features, your cleverness, your effort. But your audience only cares about value they can feel in their terms.

So translate. Take what you offer and run it through one question: "so what does that get me?" A feature is "brewed with a special process." The value is "tastes like the real thing, so you don't feel like you're settling." Notice the difference — one is about you, the other is about their experience.

The test is language. Use the words they would use at a kitchen table, not the words from your pitch deck. If you've ever read reviews, support tickets, or heard how they describe the problem to a friend — steal that language. When your message sounds like their own thoughts, it slips past the skepticism.

Don’t focus on basic demographics (age, title, location). Focus on outcomes and friction—what is the specific "job" your user is trying to get done, and how miserable or easy is it for them right now?

When evaluating each job or pain point, ask yourself two questions: Market Demand (Y-Axis): How frequently does this problem happen, and how urgent is it for your user to solve? Unmet Need / Gap (X-Axis): How poorly are existing tools or workarounds solving this today?

How to Position Your Findings

Create a 1-page strategic document for this user persona and include the considerations made above and also consider the following:

Clearly articulate the single, most important benefit your target audience will gain. This is your perceived value, expressed in their language, focusing on their desires and pain points, not your features.

Use this formula to refine your promise:

[Target Audience] + [Achieve Dream Outcome] - [Overcome Specific Obstacle]

For example: "Busy entrepreneurs get crystal-clear financial insights without spending hours on bookkeeping."

Write your most compelling one-line promise.

What phrase or question will immediately grab your audience's attention and make them want to learn more? A strong hook creates curiosity and speaks directly to a core problem or aspiration.

Consider these approaches:

Add your best hook ideas, one per sticky note.

What evidence will make your promise believable? Trust is built on demonstrated results and social validation.

Brainstorm different types of proof:

List all relevant proof points you can leverage.

Your core message needs to resonate differently depending on where your audience encounters it. Tailor your language and focus to the platform and context.

Consider common channels:

For each channel, describe how your core message and hook will be adapted.

An irresistible offer maximizes perceived value while minimizing perceived costs. Balance these elements to make your offer a "no-brainer."

Reflect on how your offer addresses:

Describe how your offer optimizes these four levers.

Enhance your core offer by adding valuable bonuses that crush common objections or provide additional perceived value without increasing the price.

Think about the "real" objections your potential customers might have. For instance, if they object to complexity, a bonus could be a "quick-start guide" or "setup assistance."

List your core offer and then detail 2-3 specific bonuses that significantly increase perceived value.

Remove all perceived risk for your customer with a powerful guarantee. This makes trying your offer feel safe and removes a major barrier to purchase.

Consider different types of guarantees:

Design your risk reversal strategy. Be specific about the terms and conditions.

Give your audience a compelling, real reason to act now rather than later. Procrastination is a deal-killer.

True urgency and scarcity are based on logical reasons:

Define your strategy for introducing genuine urgency or scarcity to your offer.

Decide if a specific promotion is needed to drive conversions, and if so, which type will best align with your offer and goals. Remember, price isn't the only lever; value creation is key.

Select the promotion types that best fit your irresistible offer.

Act as an elite marketing strategist who has defined the core message, refined the positioning, and built an irresistible offer. Create a document with 1-3 pages.

Objective:

Using the key insights provided below, generate comprehensive, high-converting copy integrated into a structured table for each marketing channel and strategy. Focus on absolute clarity, persuasion, and driving high conversion rates.

Instructions & Output Format:

Tone & Style Guidelines:

Now, evaluate which channels offer the greatest potential to reach your audience effectively at critical points in their buying journey. Consider both reach and relevance. For each channel, select how strongly it aligns with your audience and their buying behavior. Think about where your audience actually is, not just where you want to be.

Based on your evaluation, it's time to make a strategic decision. Focus your efforts where they will have the most impact. Define the details.

You've defined your audience, identified key buying decision points, and committed to your top channels. Now, turn these insights into concrete actions to drive progress. Your next step is to outline the immediate actions required to activate these channels. Focus on measurable tasks for each, considering initial setup, content creation, or outreach. To transform your insights into a detailed plan, download the data from this session as a CSV file. Then, use an AI tool with the following prompt to generate a comprehensive action plan: "I have identified my top 2-3 marketing channels and provided justifications. Based on the attached CSV data from my Nova session, generate a 3-month action plan for each of these channels, including key objectives, specific tactics, required resources, and measurable KPIs. Ensure the plan aligns with the audience profile and buying decision points."

Develop the core content engine for launch day. Include:

1. Core Messaging Deck: 1 headline, 3 value pillars, and a compelling 30-second elevator pitch.

2. Launch Content Stack:

- Email sequence: 1 Announcement Email + 1 Follow-up Email (with subject lines & CTAs).

- Social Posts: 3 distinct social media posts tailored for [e.g., LinkedIn, Instagram, Twitter] with copy and visual descriptions.

- Ad Creative Brief: 2 ad concepts (headline, hook, primary copy, image/video concept).

Design and code a high-converting landing page for this offer.

- Provide clean, single-file HTML (using embedded CSS or inline styling like Tailwind CSS CDN) that I can immediately preview or drop into a builder.

- Structure must include:

1. Above-the-fold Hero section (H1 headline, subheadline, trust badges).

2. Clear Call-to-Action (CTA) button with anchor scroll or form trigger.

3. "The Offer" breakdown (bullet points of features/benefits + pricing anchoring).

4. Social proof / testimonial placeholder section.

5. FAQ section (3 common objection handlers).

Outline everything that must be 100% functional before pressing "Launch". Divide into two sub-sections:

Present the new offer, including its core value proposition, target audience, key messaging, proposed marketing mix, and financial projections (pricing, estimated margins, required investment).

Consider these areas when preparing the information:

Ensure all critical information is clearly laid out before the team provides feedback.

👉 What are your initial thoughts and feelings about the information presented? By selecting one of the options, you are acknowledging that you have been informed, and depending on the option you select, it will indicate how close we are to what is expected.

Pressure-test the offer by identifying potential risks, gaps, and "must-haves" before we allocate significant resources. Focus on critical areas:

Provide concrete, actionable feedback. Explain why something is a risk or a gap, and suggest potential solutions or mitigating actions.

Add your insights below. React with 🚩 for significant risks or ❓ for areas needing more clarity.

Now that initial risks and gaps have been surfaced, take a moment to ask any remaining questions, seek clarifications, or raise further concerns that might impact the offer's success.

Think about:

Your goal here is to ensure all critical issues are on the table and understood before moving to a decision.

Post your questions or points for discussion here.

Based on the presented information, the identified risks, and the clarifications provided, it's time to make a decision on how to proceed.

Consider the overall feasibility, potential ROI, and strategic alignment of the offer.

Your decision will directly determine the next steps and resource allocation.

Choose an option to indicate your formal approval or request for adjustments.

If you selected "Adjust Required" or "Decline Offer" in the previous step, please provide specific reasons and actionable suggestions for improvement or a clear explanation for declining.

For all participants, use this space to add any final thoughts, additional context, or critical comments that were not covered in previous steps. This ensures all perspectives are documented.

Your input here is crucial for refining the offer or understanding the decision fully.

Write your final comments or suggestions below.

Now that a decision has been made, it's time to outline the immediate next steps to move forward, whether it's launching, adjusting, or formally closing the offer.

Identify 1-3 critical tasks that need to be completed immediately to implement the decision. These tasks should be specific, measurable, and assignable.

Examples:

Add the key tasks for the next phase.

Give the team 3 min to think about these 3 parts: are things progressing as expected, and ask them to choose a color—green for on track and without blockers or issues, yellow for some minor challenges or changes that need problem solving, and red for issues or blockers. If red is used, the person must add a sticky note indicating what the problems, delays, or issues are, adding one per sticky note with a very brief explanation; it will indicate more details when the meeting starts. Then, if something was achieved, or moving ahead of time, or giving good results, it should be added to the win section.

Do not add if not needed.

After the 3–5 min, the team will share and try to solve the blockers, issues, etc.

Indicate this step as complete if this was understood.

If done, before the meeting the manager or facilitator needs to add the goal for the next period (if the same as the previous period, then slide and make the sticky note bigger), and in order of importance add the priorities and add the name of the person or turn it into a task. When this is set, ask the team to review it, see if something else is on their table and needs to be a priority, and adjust until it fits current reality while maintaining an order of priorities so the team knows what goes first, second, and so on.

Then, when running the check-in meeting, the discussion needs to align with what was planned and the priorities that were set.

Indicate this step as complete if this was understood.

Sits on top of the doing — read what's working, cut losers, sharpen the offer and message. The decide-loop.

Numbers vs. goal (reach, conversion, sales/signups)

👉What worked / flopped by channel · The offer & message tweaks worth testing · Next cycle's moves (commit)