We’ve all seen families with little kids who travel in an airport. The parents are lugging huge bags filled with snacks, sippy cups and toys.

There are never any questions about what the child needs.

You may be behind them in the security line and hear, “Mommy, I’m thirsty.” The mom will take the sippy cup out of the backpack, hold it while the child sips until they’re finished and put it back.

As you wander the terminal waiting for your flight, you notice the same child, pulling on his father’s hand and stating, “Daddy, I’m hungry.”

They return to their seats where Mom has the backpack and pull out a small plastic bag with goldfish. The child eats until he’s full and the bag goes back into the magical backpack.

How did the parents know what to do? The child told them what they needed.

Sometimes it’s not as quiet. The child keeps pushing against their parent until he asks, “What do you want?” They receive the answer, “I’m hungry” and things occur the same.

In this case, the parents asked.

In the previous article in this series, we covered how to create your avatars, or ideal buyers. If you want to have higher conversions, targeted messaging is a great first step.

Once you have that, what do you do?

You find out what they’re Asking.

Everyone Has Questions

Your ideal clients’ questions are probably going to be all over the map. Here’s a few categories of questions for you to consider:

Doubts

These are questions about why they don’t want to work with you. They include topics related to price, implementation and training time.

Concerns

These are questions about why they’re looking for a solution in the first place.

Needs

These are questions related to what they need in a solution. These questions are from people who know a little about your solution already.

Up at Night

These are the big questions, the ones that plague your buyers in the middle of the night because they’re so worried about them.

We’ve got some idea about what people are asking.  

Let’s go back to our booking software for examples.

A doubt the small hotel owner may have is: “Is this expensive? I only have 25 rooms.”

The medium hotel owner: “How long will this take to implement? I can’t afford to turn off online bookings for more than a few hours.”

The large hotel: “How long does it take to train someone on this? I need new employees to start using this within a few hours.”

These are only the starting points of all the questions your ideal buyers are Asking.

Easy and Fast Resource

Don’t assume you know the top questions. Often, we’re too close to what we create. It’s why using an outside copywriter and marketing consultant can help with your new campaigns.

You know everything there is to know about your product. Your potential clients don’t.

Your best resource is your existing customers. This doesn’t mean you need to send out a detailed survey (though it’s an option).

To get started fast, consult the customer service department. If you don’t have one, ask all of the sales reps to compile a list of their most frequently asked questions over the next ten calls they conduct.

The customer service department is a goldmine. These are all the people who had issues with your product or were confused. When you know what they didn’t know, you can create a list of questions they might have asked earlier.

Look for trends. What is most common? As these are already the people you’re serving, you get a sense of the language and frustrations they have.

Already, you’ve created a list of your ideal buyers. You’ve gone beyond an “avatar” and really dug deep into your audience. These are the real people who are buying your product or service. You know this person.

Now, you’ve discovered what they’re asking. You’ve listed out their concerns, doubts and what keeps them up at night. In the next step of the process, you’ll discover how to use this information to create a full marketing campaign.

Want to get a jumpstart on the Concierge Conversion Method? Want to implement it for your company? Join the waitlist for the course here. You’ll get in-depth training lessons, transcripts and a detailed list of resources to implement it yourself.