Smart reasons, and ways to leverage your Frequently Asked Questions
Were you a hand-raiser?
Remember being back in elementary or middle school, and the fear of raising your hand in class when you weren’t sure of an answer? You thought others would think you were dumb or behind on the coursework for asking a question. And you may have feared it was too fundamental an inquiry. Classic school-age intimidation.
We’ve all been there. But do you also remember the relief you felt when another kid had your question also? You realized that you were not alone. It was liberating.
As you grew older and more experienced, you realized that plenty of folks often share common questions and concerns. And that is the emotional strength of the FAQ. It’s just a collection of unknowns that get addressed quickly and functionally. Afterall, all of us are curious.
Take your FAQs further
- landing pages
- project pages
- Topical subsections within your Sharepoint environment.
So why all the hub-bub about the FAQ?
All too often the FAQ is underrated and underappreciated. As you’ve seen thus far, the value of FAQs is enormous because it’s such an efficient way to communicate.
FAQs get to the heart of the issues fast and directly. They can also get those significant issues out on the table honestly and transparently.
Step back into your buyer’s shoes. You know, those personas you developed. Consider their perspective. Their four most common objections and excuses are often:
- Budget – we just don’t have money for that
- Authority – I can’t make a decision, let me talk to my manager
- Need – we love our current supplier, no thanks
- Time – we’re too busy to do this
Here are a few topics and issues to cover in FAQs:
Sounds simple enough but many brands have a hard time clarifying their core business advantage or strength. And don’t be afraid to say what you are not, it will clear away prospects you do not want and accelerate the journey of your ideal customers.
People buy from people, not a company or brand. So reveal the quirks and characteristics that make your people unique. Done right, FAQs can be a memorable content moment for your prospects.
FAQs can help you position yourself clearly in a niche or market segment while allowing you to stand out notably with your USP (unique selling proposition). Use bold language that distinguishes you from the pack. And don’t be afraid to mention the competition, as long as you define what makes you different. Remember different trumps better, because better is just too subjective.
Oh, this is always a sensitive spot. But you need to come clean and let people know what their financial commitment is for purchasing your product or service. And really, this is a great way to qualify your prospects. It’s a way to filter the people you want as prospects in your sales funnel. Be creative. Use ranges or terms like “monthly investment” plus it might be best to consider a three-tier pricing format.
FAQs are an ideal way to reveal any assurance promise of your product or service. Best advice here, instead of a money-back guarantee, try language like this: if you are unhappy for any reason, we’ll do our best to make it right.
Check out the last six months of your incoming email from customers. These correspondents will have all sorts of meaningful questions and inquiries. See which are most common and use them as FAQ content.
Remember, FAQs can change over time. New trends and concerns will become apparent in your business and marketing, so take advantage of these by updating your FAQs now and then.