~45 minutes · Saved as you go · Done once

Welcome 👋 let’s get to know your brand.

This is the deep-dive intake. We ask the questions other agencies don’t bother with, because the depth of your answers is what makes your content actually sound like you wrote it. You’ll fill it out once. We’ll use it for as long as you’re a client.

Voice first 📢 that’s the foundation everything else gets built from. Fonts, colors, and the visual details come after we know how you sound. If you already have brand colors or fonts you love, you’ll share them in the visual identity section and we’ll honor them. If you don’t, we’ll pick from the voice you describe in this intake. Either way, anything that feels off once your site is live is exactly what we’re set up to tune.

Take your time. Your answers save automatically as you go. If you need to step away, just close the tab and come back later. Anything optional is clearly marked.

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Tell us a little about you

Welcome. Let's start with the basics.

Your name

Best email to reach you

Your brand or business name

Finish this sentence: My customers usually say something like… (optional — you can skip)

Your logo (optional) Choose a file or drag it here PNG, JPG, SVG, or PDF up to 10 MB. We extract colors automatically. Skip if you don't have one yet.

Section 1 of 11. Your Business

In one sentence, what does your business do?

Imagine you're explaining it to a curious stranger at dinner, no jargon, no corporate-speak.

Section 1 of 11. Your Business

Walk us through the main thing you sell.

What does it cost, what does the customer get, and how long does delivery take?

Section 1 of 11. Your Business

What other services or products do you offer, if any?

List them with a rough price range for each. Skip if there's just the one main offer. (optional — you can skip)

Section 1 of 11. Your Business

What's something about how you operate that's different from your main competitors?

Be specific, not 'we care more,' but something tangible you actually do differently.

Section 1 of 11. Your Business

Where are you based, and what geographic area do you primarily serve?

Section 2 of 11. Voice & Tone

If your brand were a person talking to a close friend over coffee, how would they sound?

Describe their tone, their pace, their personality.

Section 2 of 11. Voice & Tone

What words, phrases, or language patterns would your brand absolutely never use?

Give us 3–7 banned phrases, things that would make you cringe if you saw them in your own marketing.

Section 2 of 11. Voice & Tone

Name 2–3 brands whose voice you admire.

Any industry. Briefly say why.

Section 2 of 11. Voice & Tone

What tone would ruin your brand instantly?

Too corporate? Too salesy? Too casual? Describe the failure mode.

Section 2 of 11. Voice & Tone

If someone described your brand's writing in one word, what would you want them to say?

Section 3 of 11. Your Audience

Describe your ideal customer in as much detail as you can.

Age range, life stage, income bracket, what they do for work, what they do for fun, what they worry about. The more specific, the better.

Section 3 of 11. Your Audience

Got a second type of ideal customer? Walk us through that one too.

Same level of detail. If you only have one, write 'only one avatar' and skip ahead. (optional — you can skip)

Section 3 of 11. Your Audience

What does a typical day look like for your ideal customer?

Morning to night, what's occupying their mind, what are they scrolling, what's stressing them out, what's making them happy?

Section 3 of 11. Your Audience

What are your ideal customers searching for online when they're actively looking for what you sell?

Give us 5–10 real phrases they'd type into Google or Instagram.

Section 3 of 11. Your Audience

What does your ideal customer talk about publicly versus what do they actually think privately about the problem you solve?

What would they never admit out loud but feel deeply?

Section 3 of 11. Your Audience

How does your ideal customer typically find you today?

Referral? Search? Social? Ads? Walk us through the most common path.

Section 4 of 11. The Psychology

What is the deepest fear your ideal customer has about the problem you solve?

Not the surface fear, the one underneath it. (Example: someone afraid of 'choosing the wrong photographer' is actually afraid of 'not having a good record of one of the most important days of their life.')

Section 4 of 11. The Psychology

What does your ideal customer secretly want that they might not articulate out loud?

The emotional outcome beyond the practical one.

Section 4 of 11. The Psychology

What's the specific moment when your ideal customer realizes they need to do something about this?

Describe the trigger, the thing that makes 'I should look into this' become 'I need to act now.'

Section 4 of 11. The Psychology

What are the 3 biggest pain points your ideal customer carries BEFORE they find you?

Write them the way they'd describe them in their own words.

Section 4 of 11. The Psychology

What's one thing your competitors consistently fail to understand about your ideal customer?

Something you've figured out that they haven't.

Section 5 of 11. Objections & Fears

What's the #1 objection people raise when considering buying from you?

Walk us through how they actually say it, the words, the hesitation, the reasoning.

Section 5 of 11. Objections & Fears

What objections might people have but never say out loud?

The silent ones, the deal-killers that cost you sales you never knew you lost.

Section 5 of 11. Objections & Fears

How do you typically respond to the #1 objection?

What works? What doesn't?

Section 5 of 11. Objections & Fears

What's a past objection you used to hear a lot that has gotten rarer over time?

What changed? Skip if nothing comes to mind. (optional — you can skip)

Section 6 of 11. Transformation

Pick your most transformative service or product. Before someone buys it, what's their life like?

What are they carrying, what are they missing, what are they frustrated by?

Section 6 of 11. Transformation

After someone buys that service and it works exactly as intended, what's different about their life?

How do they feel, what do they have, what do they say about it?

Section 6 of 11. Transformation

What's the specific mechanism or approach that makes that transformation happen?

This isn't about features, it's about why your approach actually delivers the after-state.

Section 7 of 11. Urgency & Scarcity

What are the REAL reasons a customer should act now instead of later?

Not manufactured urgency. Actual time-based pressures that are true.

Section 7 of 11. Urgency & Scarcity

What seasonal rhythms, timing windows, or capacity constraints genuinely exist in your business?

(optional — you can skip)

Section 7 of 11. Urgency & Scarcity

What happens if a potential customer delays too long?

What do they lose that they can't get back?

Section 8 of 11. Social Proof & Results

Describe your single most successful client/customer outcome.

What did they come in with, what happened, what's their life like now?

Section 8 of 11. Social Proof & Results

What's the best thing a past customer has ever said about working with you?

Paraphrase if you don't have the exact quote.

Section 8 of 11. Social Proof & Results

If we asked your past customers 'why did you choose [your brand] over the alternatives?', what would they most commonly say?

Section 9 of 11. Offers & Funnel

Do you currently offer any free lead magnet, consultation, or trial?

If yes, describe it. If no, what's the lowest-friction way someone could experience what you do before committing? (optional — you can skip)

Section 9 of 11. Offers & Funnel

When someone buys from you once, what's the most natural next thing they'd want to buy?

And do you offer it?

Section 9 of 11. Offers & Funnel

What's your typical pricing structure?

Packages, subscriptions, hourly, flat rate? Walk us through the tiers, if any.

Section 10 of 11. Visual Identity

Your brand colors.

HEX codes if you have them: 'Primary: #16A34A. Secondary: #FAFAF7. Accent: #F59E0B.' If you don't know HEX, just describe them ('dark forest green primary, off-white background, deep navy ink, warm orange accent'). If you uploaded a logo at the start, we can extract these from it, answer with anything you'd want to override.

Section 10 of 11. Visual Identity

Your fonts.

Three valid answers: (a) 'System fonts', fast, free, no dependency (recommended unless you need a specific face). (b) A specific font name like 'Inter' or 'Playfair Display', we'll wire up Google Fonts. (c) 'Body: [name]. Headings: [different name].' if they differ.

Section 10 of 11. Visual Identity

Your footer kicker plus brand mark.

(a) The footer kicker is a one-line philosophy phrase that renders at the bottom of every page (RFM's is 'From marketing AT people to writing FOR people.'). Give us yours, in your voice. Write 'skip' if none. (b) The brand mark is the small character that renders next to your brand name in the header (RFM uses •, but you could use ✱, ◆, ■, ●, →, or just a letter). Type the character or 'none'. (optional — you can skip)

Section 11 of 11. One Last Thing

One last question.

What's something about your brand, your audience, or how you work that we didn't ask but you think we should know? The best insights usually live in the questions that aren't on the list. (optional — you can skip)

Your responses come straight to Eddie. He reads every intake personally and replies inside 48 hours. Nothing is shared, sold, or used to train anyone’s model.