One of the first lessons I learned in marketing is one of the easiest to understand. It’s one of the most durable, timeless pieces of advice. It’s been promoted by experts of all stripes. And yet, it’s one of the most consistently ignored. When people read your ad, your press release, your email, or your website, … Read more
I’m not sure who first created a frequently asked questions document or page, but I hope I get the opportunity to thank her someday. (And yes, I’m pretty confident that it was a “her,” given the innate male reluctance to pose questions.)
For marketers and other communicators, the FAQ is one of the most powerful tools you can use. It can strengthen your sales efforts, overcome resistance, minimize misunderstandings, and boost customer satisfaction.
Every now and then, I’ll get a request from a client to write something that clarifies some existing instructions or procedures. When I ask the reason for the clarification, I’m nearly always told that the customers or other audience just doesn’t get it. They just don’t understand. They aren’t acting the way we want them to act, or following the steps in the order we prefer.
My job then becomes crafting magic words that will transform these miscreants into conformists. And it’s nearly always a waste of time.