Marketing Circuit Questionnaire

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This page is devoted to Ben Hunt's Circuit Questionnaire.  It is part of Ultimate Web Design, his Open Source Marketing project.  Follow the link to find more informatuon and  his latest version of the questionnaire by scrolling to the bottom of the page.  Over time it is likely our versions will diverge, so contact me if you need more information about this sequence of posts and how they relate to the questionnaire.

I'm annotating the circuit questionnaire for those who share my interest in marketing from the community or voluntary sector.  (This link goes to an introductory post, with more information about the origins of the questionnaire.)  A major difference in this sector, is many people are present online to market a cause and so are not primarily interested in generating income.  Sometimes it is solely a cause and sometimes it is bundled with conventional products and services. 

There will be a lot of information on this page as I develop it.  Anyone is welcome to use it although it is designed to help those who take up my consultancy offer complete the questionnaire.

The Circuit questionnaire is divided into five elements.  I have written overviews for each element and made a start on more detailed posts with the first.  This cornerstone page aims to put the blog posts into a coherant sequence.  Follow the links to the posts that interest you.

Five Elements from the Circuit Questionnaire

Click on the sections in the left column below to open the guide to posts under that heading.

  • You and your brand
  • Your products, services and causes
  • Your proposition
  • the problem
  • your market

Fourth Element: The Problem is an attribute of your market.  They will search for a solution to their problem.  Your task is to make sure they find you and if they do persuade them you have the best solution.  For some causes, the market will never search because they have no knowledge of the problem.  How do you reach them?

What is Your Market's problem?

This first post in the sequence answers a question that is not in the questionnaire.  You need to know your market's problem to answer the questions that follow.

4.1.1-4  How to Identify Preventable Problems

Problems can be acute or chronic and in either case they can be preventable! This post shows how your proposition can prevent problems.

4.1.5-6  Frequent and Persistent Problems

Frequent and persistent problems are not always the same.  Check which it is and whether it matters.

4.2  Problems that Cause Pain

Some problems cause pain, which can be physical, psychological or emotional.

4.3  Understanding Urgent Problems

What is it that makes a problem urgent?  Are you able to fix urgent problems?

4.4  What Does Your Customer's Problem Cost?

The costs of your customer's problem are often but not always financial. This post uses my business to show how I identify costs to my customers.

4.5  What Happens When You do Not Address Your Customer's Problem?

Marketing is an effective way to communicate the implications of not solving a problem. The post considers what happens when these consequences are ignored.

4.6  Finding Attractive Opportunities

Sometimes it can be better to portray your offer as an attractive oppotunity and not the solution to a problem.

4.7  Alternative Solutions to Your Market's Problem

There will be several alternative solutions to your offer. You need to identify them and know when they come into play.

4.8  One-Time, Occasional and Regular Purchases

Of these three regular purchases are most attractive to the business owner. 

4.9  Markets for Your Offer or Proposition

This post explains how a business might juggle several markets.  How do you decide which market(s) are most rewarding?

4.10  Sensitive and Embarassing Problems

Any problem can be sensitive or embarrassing and so you need to put some basic safeguards in place.

4.11  Are Your Prospects Aware of their Problem?

Prospects are not aware of their problem because they are deliberately or unconsciously avoiding it. This is why marketing as education is so important.

4.12  Are Your Prospects Prepared to Take Action?

Prospects prepared to take action are more likely to consider paying for your services. 

4.13  Seeking and Using Alternative Solutions

When do you need to discuss alternatives to  your solution? And what happens if nothing works?

4.14  Making and Testing Assumptions

Your clients make assumptions and so do you!  How do you guards against making assumptions?

4.15  What are the Causes of Your Customer's Problem?

This post is about how to find the causes of customer's problems, what to do about them and the possibility of a root cause.

​This section is complete for now. I can add new material on request. If there is anything you wish to add, correct or suggest, go into one of the posts and leave a comment.