Customers have 5 basic questions they want answered:

  • What problem will this solve?
  • Why do I need this?
  • What’s different about this?
  • How do I know this will work?
  • What do I need to do?

I use these five questions in a reality check for business writing.

1. What Problem Will This Solve?

When it comes to buying, customers are selfish. Why shouldn’t they be? They are spending their hard-earned money.

When a customer reads your ad, industry article or white paper, they need motivation to keep reading.

The first question they ask is, “What problem will this solve for me?” or “What do I get out of this?”

Grabbing them with a title that piques their interest is a good start. I follow that with identifying the problem.

Example: 7 Ideas for Posts for Your Blog

It is the lament of every blogger. How do I come up with ideas for blogging?

2. Why Do I Need This?

Once you identified the problem, customers want to know what it means to them. Why do they need your product, your service, your advice?

In the above example, the problem and the “why do I need this” answer is in the first two sentences.

The problem is bloggers struggle with coming up with ideas. If you targeted bloggers with your business writing, it’s a pretty safe bet they are looking for ideas.

You can expand on the “why,” but it is important for your customer to relate to the problem.  What benefits do they receive from your product or service?

3. What’s Different About This?

What makes your product or your service different from any other?

7-Up became the “Uncola.” This ad is a good example of a product that is different. It offers the customer “a clean, crisp change from the everyday.”

4. How Do I Know This Will Work?

This is the, “Prove it,” demand.

A recent report from Alterian, an international marketing firm, showed only five percent of consumers trust advertising, and only eight percent believe what a company says about itself.

Customers are skeptical. Testimonials from satisfied customers help, but keep them detailed. Keep quotes in the voice of the satisfied customer, and include names and titles.

Share customer satisfaction results or reports of product success. Keep it real, if you want to prove your claim.

5. What Do I Need to Do?

Congratulations – you answered numbers 1 through 4. Now, the customer asks, “What do I need to do?” to get your product or service.

There is nothing more frustrating than hunting for contact information. Maybe the customer is not ready to buy. He or she just wants more information.

In the marketing world, they call it the call to action.  Maybe you offered a free report. Whatever your call of action – even a simple phone number – make it easy to access.

If your business writing effectively answers these 5 questions, you just might find the answer to your prayers.

What answers do you have?

Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.

====================

This is Day 9 of the Ultimate Blog Challenge – blogging every day for 30 days. I hope you’ll stop by often and offer your suggestions for topics and offer your comments. You can add the RSS feed or sign up by email to receive new posts. Thanks for stopping by.

Be Sociable, Share!