questions

Put the power of questions to work for you

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Boy wondering about asking questions

It’s a concept so simple most marketers and companies don’t even think about it. When humans want to know something, we ask questions. Paying attention to common questions and sharing the answers is a remarkably powerful form of communication. The FAQ (frequently asked questions) document or web page is one of the most important messaging … Read more

Stupid questions contain brilliant marketing insight

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man asking stupid questions

Many people will tell you there’s no such thing as a stupid question. Yes, there are questions that trigger involuntary eye-rolling. Sometimes they’re questions we’ve heard ten times too often. Sometimes they’re just plain dumb. But when it comes to communicating with prospects and customers, stupid questions are often a remarkably deep source of wisdom. … Read more

WHY DO QUESTIONS WORK SO WELL?

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If your goal is to involve your readers in what you’re writing (or selling), ask them a question or three. While some poorly informed marketers steer away from using questions out of fear that the wrong answers will crop up, the reality is that questions are a time-proven way to engage readers.   The key … Read more

FAQS ARE AN AMAZING TOOL: PART TWO

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In my last post, I mentioned the amazing power of frequently asked question pages or documents. As I noted, these simple, easy-to-create tools can strengthen your sales efforts, overcome resistance, minimize misunderstandings, and boost customer satisfaction.

However, FAQs won’t do any of those things effectively unless they’re completely candid and honest.  An FAQ isn’t the place to duck tough subjects or hide behind weasel wording. That’s because your customers and prospects are much better at spotting that kind of stuff than you realize.

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FAQS ARE AN AMAZING TOOL: PART ONE

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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.

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HOW CAN YOU INVOLVE READERS?

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Looking for a way to catch the attention of your audience and focus their full attention on your message? Instead of telling them what you want to hear, ask them a question that matters to them.

You may have heard that asking questions in headlines and opening statements is a bad idea. For example, I once had a boss who became furious anytime I presented an ad or brochure with a question in the headline. His reasoning is that the reader might give the wrong answer and lose interest.

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