How to Plan Projects Based on Marketing Copy

How to Plan Projects Based on Your Marketing Promise

Allan Caeg Branding, Set Goals


Your audience is waiting for what they signed up for.

You have a pitch that works. You know the audience bought into it because they “paid” with actual money or with an opt-in.

How do you fulfill your promise? Whether or not you already have something ready, how do you build the product based on the expectation?

You’re doing business right because you’ve began with validation, before obsessing in engineering the product. Regardless, here’s how you turn that promise into reality for your audience.

You Really Need a Pitch That Works

Let me reiterate this. You can’t proceed without a headline that sells. If you’re still exploring if the product is worth pursuing, you need to read this.

Guide Your Engineering with a Story

Did you sell “excellent coffee brewing” to coffee shop owners? Your User Story can be “As a coffee shop operator, I want my customers to say that our coffee tastes better than last week.”

Did you sell “charge your freelancing clients more easily?” Then the User Story can be “As a freelancer, I want to send an invoice 2x faster than before.”

These are just some examples. The idea is to turn your promise into a statement that will serve as basis for scoping your engineering work.

Set Your Project Schedule

In Agile Project Management, there’s a concept of a short cycle for shipping a version of your product. It’s called a “sprint.” As the name implies, it rapidly ships something, as opposed to a marathon.

To decide how much work you can swallow, you first need to set a schedule for building the immediate version of your product. Is it a week? A month? Whatever it is, set the expectation based on what you can finish given the time & resources.

Scope What Fits

Based on the amount of time you set, estimate how much product engineering you can complete. With previous data, you can afford to know your “velocity.” That is your average amount of engineering work that you can complete in a given time. Without historical data, give it a ballpark.

Rank Features

Most importantly, rank what to-do items are most relevant. Having done your marketing validation before this engineering work, you have an advantage. You already know what promise you should be fulfilling.

Based on the headline that you promised & people bought, decide which project items are most closely related. If you promised excellent coffee brewing, you want to complete the features that produce great coffee instead of optimizing your payment gateway.

Over to You

Enough talk. Time for action.

If you don’t yet have a marketing promise that sells, you need to go here.

Got a marketing headline that works? Don’t play jazz. Focus on the user story that was sold. Before you surprise your audience with bells & whistles, deliver first what they signed up for.

With a headline that makes people click, you want to build a product that’s intimately related to that. There’s always some features that are more important for fulfilling the promise. Begin with a User Story derived from your headline. From there, you’ll steer project plans based on what matters most.

Operate towards your marketing promise: Grab this free Marketing Goal Setting Guide (.PDF)