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Rarely asked questions

On the last Throwback Thursday of this summer, I want to throw back to a rarely asked concept in marketing.

Whenever we build websites for clients, one section never gets any pushback from them. 

The FAQ section! 

That’s because while most clients can easily recall what the FAQ is about, they rarely realize what it can do for their brands. 

The reason most people refrain from buying on a website is the overall lack of messaging clarity. 

At that point, the FAQ section can act as the salesperson who runs after a prospect that’s about to leave. 

However, most FAQ sections have only obvious questions that prospects may think of – customer support hours, pricing plans, etc.

What it needs to address more importantly are not just frequently asked questions, but rarely asked questions! 

These are questions that prospects didn’t think of, or thought of but didn’t ask and moved on. 

These are questions whose answers provide the required clarity for quicker decision-making, such as: 

– Why do you have many bad reviews? 

– What if I’m not satisfied with your product? 

– What should I do if I’m still unsure about buying?

Takeaway

The FAQ section’s goal is not to answer questions. Its goal is to convert your prospects into customers. 

Let me know if your website’s FAQ section is just conversing or actually converting.

A man can be converted when convinced.

Lailah Gifty Akita

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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