You have to look at what the competition is doing and what’s working for them, including the keywords they’re being found for and the keywords that are resulting in the most clicks; the ads they’re running and which ones are working best; the content they offer as click bait; the promises they are making and how those promises align (or don’t align) with the customer’s Mindset.

You have to be honest with yourself about how well your company is going to be able to keep the promises you make in your marketing.

You need to understand the channels where they expect to find you, and the role of those channels.