Firstly, a script, in EUROPA’s terms, is a series of conversational guidelines and not a sequential list of questions. We do, however, need to know the key points which must be covered. Please consider and list, where possible, all of the points which you need to cover in a script, including information which you need to extract and points which you need to impart.

If you are viewing this as a lead generation exercise, please avoid trying to create a ‘hybrid script’, containing both survey/profiling and lead generation questions – they rarely work and are very expensive!

If you do wish to conduct a profiling exercise, this is also fine, but please then differentiate between priority and ‘nice-to- know’ questions.

You do not need to write this section yourselves; just sending us anything you have for starters will be sufficient for us to generate a first draft. We will then discuss with you in detail until you are happy that it fits your purposes.

Even then we will assume it will evolve during the campaign, as we assess market reaction to your messages.

Bear in mind that the written word rarely translates directly into the most effective spoken word, so we will work any collateral provided into a form which makes it succinct and punchy. Then we will be looking for a verbal pitch from your own salespeople to add the extra emphasis, confidence and style so important to any such communications approach.