The Cabinet of Useful Things · No. 014

The Question Before the Claim

A brand message sounds polished, but nobody can say which real customer question it answers.

Cabinet item 014Template

Use when

A brand message sounds polished, but nobody can say which real customer question it answers.

Inputs

Write the moment in which the customer has to decide or act.
Turn that moment into one plain question, including the cost or worry they want to avoid.
Write the brand’s answer in one sentence and remove every claim that does not help answer it.
Test the question and answer with customers before treating them as settled.

Produces

A customer-led message with a visible problem, a credible role for the brand, and a clear next test.