4 steps to creating a compelling scorecard concept

At ScoreApp we have seen some truly great examples of scorecards that get great results. These scorecards instantly attract attention, deliver excellent insights and collect valuable data. They quickly become the most valuable marketing asset a business has for supporting the sales process or customising future marketing messages.

When creating a ScoreApp scorecard, there are four key steps in producing something that will capture attention, deliver insights and collect valuable data.

Step 1. What is the desire?

All great scorecard concepts are designed around a big desire that your target customer has. For example, your customers might want to get fit and healthy in a short space of time and you can create the “Rapid Health and Fitness Scorecard”.

The key question to ask yourself is “what does my customer ultimately want?”. Make a wish-list of their common goals, wants, desires and outcomes and then see if you can chunk it up to a big picture concept.

Here’s some examples:

Wish-list: to play great guitar, start a band and successfully tour the band.
Concept: “`Professional Guitarist Scorecard”

Wish-list: sleep all night, waking up tired, all-day energy, get to bed on time, wake up without an alarm.
Concepts: “Perfect Sleep Scorecard”

Wish-list: a dog that is really happy, a dog that behaves well, a dog that does tricks and a dog that is healthy.
Concept: “The Happy Dog Owner Scorecard”

Step 2. How would you know?

Once you have a big picture concept for your scorecard, you should come up with the categories (if required) that determine whether someone is actually moving towards that outcome.

A useful question to ask would be “If someone said they had achieved the desired outcome, how would you know they were telling the truth?”

For example, if someone said that they were a professional guitarist, how would you know they were telling the truth?

In this example, you would expect to see that the guitarist had 1. Musical skills, 2. Stage performance, and 3. Band management. These three big things would be the “categories”.

If someone said that they regularly got a good nights sleep, you might know they were telling the truth if they had a good sleep routine, a good sleep environment and healthy habits during the day. Three categories would be 1. Routine, 2. Environment and 3. Habits.

Step 3. How would you test for it?

Once you have your categories mapped out, you need to come up with some questions to test how well someone is performing for each category.

For example, if you had a “happy dog” category, you might ask questions like:

Do you walk your dog for at least 30 minutes every day?
Does your dog greet you at the door when you’ve been out?
Does your dog get a chance to socialise with other dogs?
Do you regularly play games with your dog like fetch or tug-o-war?

You might even ask some negative questions too. Things like:

Is your dog left alone for most of the day?
Do you notice that your dog is upset when you leave the house without them?
Do you often skip daily walks with your dog because you get too busy?

Finally, you could potentially ask some questions that aren’t just “yes” or “no”. For example.

On a scale of 1-5 how happy is your dog when you pick up a ball, stick or toy?
Which of these words best describes your dogs mood today? - happy, playful, sleepy, moody, cross
How many dogs to you own? One, Two, Three, More than three.

Step 4. Deliver the lightbulbs!

Based on how people answer the questions you can start sharing tips, advice, insights, research and stories that can give clarity and direction to your potential customers. For most categories, people will score within a low, medium or high bandwidth and the advice you give, can be different for each.

For example, if someone who takes the “Happy Dog Owner Scorecard” scores high for “Happy Dog” but low for “Dog Training” you could give them a tips on keeping their dog happy combined with ideas to help begin dog training.

If someone takes the “Perfect Sleep Scorecard” scores medium for “Sleep Routine” but low for “Sleep Environment” you could give them tips on fine-tuning their bedtime routine combined with ideas to help overhaul their bedroom with the latest products that support sleep.

The results page of a ScoreApp scorecard is the place to showcase your expertise and suggest next steps. Some of those next steps could include products or services that you sell or to book a time to talk.

The good news is that if you book a time to talk with someone, you will know a lot about them including exactly the topics they want to improve.

A person who takes the “Professional Guitarist Scorecard” clearly wants the desired outcome. What’s even better, you’ll know if you are talking to someone who’s just starting out on the journey or someone who’s been playing professionally for years already, just by looking at the scores.

With ScoreApp, there’s no need to have awkward conversations with your prospects, trying to figure out who they are and what they need - the data tells you.

The more data you collect, the more sales you will make. It’s that simple!