Here are some helpful tools...

What's your customer worth?  How about over his or her lifetime?

This spreadsheet asks you for some sales information about your customers, then shows you a low and high value of what your customers are really worth. From that information, you want to ask yourself: What am I willing, or what do I have to spend to get that person? The first tab is the working spreadsheet, the other four tabs are example that should serve as illustrations. Press the download file button to download the tool, then save it to your computer to use forever and ever. In Microsoft Excel format.

How 'bout some help with writing your ad copy?

It makes no sense to pay for media time or space unless the ad you write materially advances your cause in some way. Now, of course, it's up to you to decide what that way is, but here at the Socratic Duck, we generally mean an ad that causes someone to show up at your door somewhere along the way to spend real money. We've developed a copy thought-starter form for our use, which we're going to share with you here. If you yourself aren't writing the copy, then give it to the person who is...they should find it helpful. Download the tool by pressing the download file, then save it on your computer to use again and again! In Microsoft Word format.

Who's your customer?

Open our Customer definition form. There are a couple of questions that will help you articulate who your customer(s) is (are) in terms of what their problem(s) is (are), how they buy, what questions they ask, and so on. You have the option of saving it, printing it, ignoring it, or submitting the completed form to the Socratic Duck for review. If you save and or print it, it's yours for the effort to use however you wish. If you ignore it, well, we guess that's your business. But we recommend that you submit it to the Duck for our review and recommendations (you expected something else?. Go here to read what we promise to do. Or better yet, follow our whole process and get really smart. An HTML form.

Get more detailed about your customer's worth and value

Download Your Business IS the Marketing from this site. This is a Microsoft Excel worksheet. We recommend saving the file to your computer, rather than opening it directly, since you should only save changes on your machine (if you save it on line, you may be telling the whole world about your business -- the stuff you don't necessarily want to share). Having said that, if you want to peruse it, open it directly, then save it to your machine. Remember where you kept it, since you'll need it shortly. In Microsoft Excel format.