A business brain I learn a lot from is John Jantsch who runs Duct Tape Marketing.  Quick side note - it’s important to learn from experts in your field. Read their books, blogs, articles…if you are fortunate - talk with them. Don’t sit back and be content with what you know…learn more.

Anyway - back to this blog post, John Jantsch wrote a blog post titled “Question Everything.”  Here’s an excerpt:

Here’s my best advice for making sure that your marketing materials hit the logical and emotional mark. Every time a prospect or client asks a question, write it down. Collect these questions on an ongoing basis, make every sales person note the questions they receive. In a very short period of time you will see patterns develop. If you are getting some of the same questions over and over again you can bet that your marketing materials need to address the answer to those questions.

The questions our prospects ask are often clues to what matters to them. So, forget about the new shiny features of your gizmo and address what’s really on their mind. Do it now, because some of your prospects won’t think to actually ask, they’ll just move on.

A Frequently Asked Questions (FAQ) page on your website is a no brainer. Website visitors can cruise from your website to three competitors sites in a matter of a few clicks. Make sure your website is answering their questions and helping them move towards the action of calling you, filling out a form, or buying from you. A quality FAQ page that answers their questions helps them feel more comfortable working with you.