My Nephew David Zosel attends the prestigious St. Thomas University just across the Mississippi River in St. Paul, MN. He’s majoring in entrepreneurship. Didn’t even know that was a major. Interesting.

One of David’s first assignments in the entrepreneurship program is to create a start-up company and generate real revenue by semester’s end. Real revenue, can you believe that? Anyway, David approached me this past Sunday about helping him design a wordpress website for his social media marketing company. His positive energy for the project, and entrepreneurship in general, was quite captivating. I was sold.

Step in the elevator, start pitching.

But before I spend 20-30 hours creating a kickass website that will likely get his team an A on the project, I gave David a little homework assignment. This is the same homework assign I would give any client looking to create a brand that cuts through the clutter, and speaks to the customer right where they live.

Here’s what I asked David this morning to really make the site/brand rock:

1. Unique selling proposition - many call this the elevator pitch. In 25 words or less (50 max), describe why someone would buy from you. Hence, if you were in an elevator, and someone asked what you do, how would you tell your story in 30 seconds? Why is LN different from the burgeoning array of so-called social media marketing companies? Do you work harder? Are you cheaper? Do you keep it simple? Do you make it simple for me, the business owner, who has no clue how to leverage SM?

What makes you different? That’s branding. Everything else is bullshit.

2. Pricing / Packaging - If I’m potential customer, how do we work together? What do I get for my money? How do contracts work? What results should I expect? What am I paying for? What am I not paying for? Would your service work well for my business (B2B or B2C?) You need to clarify these details (and any other ones you can think of) so a customer can quickly decide if they would like to move forward.

When I get more specifics on items 1 and 2, I will design David a kickass branded web presence. Without clarification on points 1 and 2, there’s no point designing anything.