Chapter 3
Score ideas against the same criteria
Turn score ideas against the same criteria into one usable launch decision in 30–45 minutes, with a concrete output and a clear next action—without carrying a guess into the rest of the launch.
What you’ll get
- Primary decision: Use a 0–3 score, then discuss the weak dimension.
- Working asset: Add three filters.
- Exit signal: one choice you can explain to a collaborator and test with a real buyer.
Before you begin
Bring the latest offer, exact audience language, and one real example. Set a 30–45 minutes timer. Mark missing evidence as an assumption instead of filling the gap with confident copy.
| Decision | Evidence you used | What could change it | Next action |
|---|---|---|---|
| Score ideas against the same criteria | Buyer language, behavior, or a completed asset | A stronger signal from a real buyer | Complete the chapter and assign the next test |
Conversion checkpoint
The output should help a visitor answer Is this for me? What useful result will I get? What should I do next? If detail does not improve one of those answers, simplify it.
Use a 0–3 score, then discuss the weak dimension
| Criterion | 0 | 1 | 2 | 3 |
|---|---|---|---|---|
| Problem urgency | Optional or vague | Annoying | Important in a recurring moment | Time-sensitive and action-triggering |
| Evidence | Your assumption | General audience interest | Repeated stories or workarounds | Commitment or purchase behavior |
| Audience reach | No clear access | Broad social reach only | Reachable niche channels | Existing relevant relationships/audience |
| Outcome clarity | Inspirational | Directional | Observable result | Result and completion criteria are clear |
| Format fit | Chosen by preference | Some fit | Reduces buyer effort | Mirrors how the job is completed |
| Delivery confidence | Outside expertise | Significant research needed | Can create and test well | Proven workflow and examples exist |
| Business fit | Isolated idea | Weak connection | Supports adjacent offers | Natural part of a long-term offer path |
Do not blindly choose the highest total. A zero in evidence or delivery confidence is a risk that a large score elsewhere cannot hide.
Add three filters
- Can I explain it in one breath? Audience + result + format.
- Can I show it? A preview, example, transformation, or walkthrough.
- Can I support it? Delivery, questions, updates, and accurate claims.
Finish line
- The main decision is written in one sentence.
- Evidence sits beside the decision.
- The next action has an owner and completion condition.
- The result is understandable without internal jargon.
Build it in Tapmy
Turn the decision into a live buyer journey in Tapmy, run one complete buyer-path test, and record the first point of friction before sending more traffic.
