What is the question?
Everyone comes into work every day with a list of questions to be answered. However, the talent of actively knowing so much about your client that you can actually predict future questions is what can really make your marketing excel.
Being proactive suggests you're more in-tune with customers' (and readers') wants and needs. It inspires confidence, credibility and respect. Being proactive with questions shows that the company listens to its customers. They know what clients are concerned about.
Questions customers ask are often the most-read sections in eNewsletters. By their very nature, questions engage readers and invite them to keep reading (or click through to the answer). The key is asking the right questions.
Right Questions
You don't have to be a mind reader to determine which questions to address. Finding timely, relevant questions is just a phone call or mouse-click away.
- Check with your front office team members, call centers, sales or service departments to learn, and gather the questions they hear most often from customers.
- If you conduct readership surveys, which topics do readers say they want to know more about?
- If your website has a search feature, which subjects at the top of the list?
- If your website has a "Frequently Asked Questions" section, which questions are most popular? It's easy to check if your newsletter software tracks the readers' clicks.
Questions Educate
In addition to running a traditional article (quoting your product manager) about your company's new, money-saving "ABC" technology, consider a "question-answer" format instead. However, avoid using promotional language, and instead focus on providing information.
Clear communications
Avoid dressing up questions or being overly technical. Speak in conversational language your readers understand. An article posing the question "Why did my bill go up?" is more likely to be read and is more credible than "Why did I experience a modest increase in my traditionally low service charges?"
Long answers can also be a turn-off. Keep your answers brief and to the point. Provide links to relevant articles or resources for additional information.
By using the question as an educational tool to benefit your clients and their customers, the respective answers result in a powerful information source and a way to capture those curious future clients.
If you want to know more about using questions in your newsletter in order to connect with readers, contact the professionals at Proven Systems at 970-223-6565 or visit www.ProvenSystems.com. |
