MAD Marketing Co.™ — New Client Onboarding Questionnaire

1

Who you are — the fundamentals

Full legal name *

Preferred name / how you want to be known

Date of birth *Helps us understand generational context

City & country of residence

Nationality / cultural backgroundIf relevant to your brand story

Native language *The language you think, dream, and feel in

Other languages you speakList all, with approximate fluency level

Language shapes your natural voice, cultural references, and how we position you across different audiences and markets.

Email address *

Phone / WhatsApp

Website(s)

Your social media handles Add all that apply — we need the full picture of where you exist online

2

Your business — the foundation

Business / brand name *

Industry / niche

Years in business

Current annual revenue (approx.)

Business structure

Describe what you do in one sentence — the version you'd say at a dinner party, not a pitch deck *Not the polished version. The real one.

List all your offers, products, or services with current prices

Primary revenue source right now

Primary revenue source you want in 3 years

3

Your story — the origin and the why

Note: We're not looking for the polished version here. We want the raw one. The real story is almost always where the brand lives.

What is the origin story of your expertise? What happened that made you choose this path? *Don't summarize. Tell it. Include the moment, the feeling, the turning point.

What is the hardest thing you have overcome — personally or professionally — that is relevant to your work?Vulnerability, when strategic, builds authority.

Why does this work matter to you beyond the money? What would be lost if you stopped? *

What do you believe about your industry that most people in it won't say out loud?This is often the most powerful PR angle you have.

Who was your biggest influence — mentor, figure, or experience — in becoming who you are professionally?

4

Your personality — who you really are

Note: We write in your voice, not ours. That means we need to know how you actually talk, what makes you angry, and what you'd never say. Personality is the brand.

How would your closest friend describe you in 5 words? (Not your professional self — you.) *

Select every personality trait that genuinely applies to you Be honest — not aspirational. What are you, not what you wish you were?

What do you absolutely refuse to do or say in your public brand?Knowing your limits defines your brand as much as your strengths.

Your communication style at its best

3 people, brands, or communicators you admire — and whyThese become reference points for your voice and creative direction.

3 communicators or brands you do NOT want to be compared to — and why

5

Your audience — who you serve

Describe your ideal client in detail *Age, profession, income, life stage, emotional state, what they fear, what they secretly want.

The #1 problem your ideal client has — in their own words, not yoursWhat would they type into Google at 11pm?

Your dream client — specific type or real example

Who is NOT your client — who do you not want to work with?

6

Your authority — credibility & proof

Note: Before we pitch you to any journalist, podcast host, or event producer, we need every proof point you have. Most clients undersell themselves here. Don't. Give us everything — we'll decide what to use.

Your credentials, certifications, degrees, and formal training *

Your most impressive result — for a client or in your own careerThe number, story, or transformation that makes people stop scrolling.

Media features, publications, podcasts, or events you've appeared in

Books published, research, or frameworks you've created

Awards, recognitions, or industry nominations

Notable clients, partners, or past employers that lend authorityEven confidential — we can reference by category (e.g. "Fortune 100 companies").

What your best clients consistently say about working with you

How comfortable are you being publicly visible and interviewed? * 1 = Very private, 10 = Fully comfortable — love being on camera

7

Your brand — how you look, sound & feel

Does your brand have a defined visual identity?

3 words that describe how you want your brand to FEELNot what it does — how it feels. (e.g. Trustworthy, Bold, Magnetic)

What do you want people to remember after any interaction with your brand?

Your brand's tone of voice in 3 adjectives

If your brand were a person walking into a room — how do they enter, what do they wear, how do people react?This captures voice in a way no brief ever does. Play with it.

What feels most "off" about how you currently show up?

8

Your marketing history — what's been tried

What has worked best so far — even partially?

What has NOT worked — time or money spent that produced nothing?

Have you worked with a marketing agency or PR firm before?

If yes — what went wrong or what was missing?

Your biggest marketing challenge right now *

9

Your PR & media — the story the world should know

Note: We don't pitch people — we pitch stories. Before writing a single media pitch, we need to find your story. This section is where we find it.

The most newsworthy or unusual thing about your background, results, or perspective *What would make a journalist say "that's interesting"?

What current cultural or industry trend does your work connect to?We need a reason to pitch you now, not in general.

Your most contrarian or bold professional opinion — the one that makes people uncomfortable

Past media features (share links), or the 5 outlets where you most want to appear

How comfortable are you sharing your personal story publicly, including struggles?

What media and speaking opportunities do you want to pursue?

Keynote speaking (paid)

Podcast guest appearances

TEDx or major stage

Television appearances

Press features / articles

Panel / conference speaking

Own a podcast or show

Book deal / publishing

10

Your 5-year vision — where this is all going

It is 5 years from today. Describe what your professional life looks like in as much detail as possible. *Where do you live? What do you work on? Who knows your name? What do you earn? What is your legacy starting to look like? Write in the present tense.

The #1 authority marker you want to be known for in 5 years

Revenue target in 5 years

What impact beyond revenue do you want to have? *

What is the biggest obstacle between where you are now and that 5-year vision?

11

Working together — logistics & expectations

Monthly investment budget for marketing & PR

Time per week you can realistically dedicate to brand-building activities

What do you need from your agency that you have never gotten before?

What would make this engagement a complete success at 6 and 12 months? *Be specific — numbers, outcomes, feelings, milestones.

Anything else you want us to know — about you, your business, your fears, or your dreams

Client discovery questionnaire