Should this business advertise now, or does something else need to be corrected first?
Paid attention can create visibility. It cannot guarantee that the business is prepared to receive, convert, and serve the customers that follow.
This scorecard evaluates seven areas that determine whether the business is ready to turn paid attention into meaningful customer opportunities.
A low score in any area means that spending more on attention may produce more visibility without producing more business.
Answer each item using: Yes, Partly, No, or Not sure.
Offer Readiness
Our offer is clearly defined and easy to explain to a prospective customer.
Customers consistently understand the value of what we provide.
The offer has been producing customers at a predictable rate before increasing promotional activity.
Audience Clarity
We know exactly which type of customer is most valuable to our business.
We can describe the customer's problem, need, or desire in specific terms.
We know where and how the right customer typically makes purchasing decisions.
Message Relevance
Our message speaks directly to a problem the customer recognizes.
The message explains why the offer matters, not only what it is.
The message is consistent across the places customers encounter the business.
Customer Confidence
Prospective customers can find credible evidence of our capability.
The business presents a consistent and professional appearance.
Customers can verify important information before taking the next step.
Follow-Through
We have a dependable process for responding to inquiries consistently.
We consistently follow up with prospects who do not immediately decide.
The response time is fast enough to prevent the prospect from losing interest.
Capacity to Manage Demand
The business can fulfill additional customers without a decline in quality.
The team has enough capacity to handle a significant increase in inquiries.
The business has the cash flow to support growth before additional revenue arrives.
Ability to Evaluate Results
We can distinguish qualified attention from general visibility.
We know which activities create meaningful customer opportunities, not just activity.
We can trace where customers come from and why they chose us.