Who is your customer now? Who do you wish your customer was?
Review the buying process from the consumer's point of view.

Who else does what you do? What do they do that you don't do?
What do you do that they don't do (positive and negative)?  

Why should a customer come to you instead of your competition?

What are the elements of your past advertising that you did/didn't like?

What is your biggest problem? Does your competition have the same problem?

What is your desired outcome from this campaign? Is it realistic? How is it measurable?

From the book "Courting the Customer" by Michael Pallini.