Information-product paid-media planning questions
Status: qualitative, unscored planning aid.
Required gates
- Context gate: identify the product, instructor or publisher, audience, objective, fulfillment, pricing context, refund terms, geography, and conversion definition.
- Evidence gate: substantiate credentials, curriculum, testimonials, outcomes, comparisons, availability, and offer terms; use current official source IDs from platforms and regulators.
- Endorsement gate: apply
ftc-endorsement-guides-officialwhen relevant and document consent, typicality, material connections, edits, and required disclosure. - Regulatory gate: identify education, employment, income, health, finance, age, privacy, and regional risks and obtain qualified review for high-stakes claims.
- Measurement gate: separate lead, attendance, purchase, refund, completion, and downstream outcomes instead of treating funnel progress as customer success.
Planning questions
- What does the product actually teach or provide, and what does it not provide?
- Which audience need is supported by research rather than personal-attribute inference?
- Which proof is verified, representative, consented, and presented with limitations?
- Which offer, refund, renewal, access, and support terms need clear disclosure?
- Which content or event can demonstrate value without manufacturing urgency or fear?
- How will refunds, cancellations, complaints, completion, and quality feedback inform review?
- Which platforms and placements are currently eligible for the category and locale?
Candidate considerations
- Consider education, demonstration, instructor perspective, curriculum, or learner-story hypotheses only when evidence and rights are supplied.
- Treat lead magnets, events, purchases, and later outcomes as distinct measurements.
Output guardrails
- Return qualitative options, proof gaps, source IDs, owners, and measurement questions.
- Do not prescribe funnel shares, platform priority, urgency, income outcomes, bid rules, or performance targets.