SmallYesses: 6 CATEGORIES OF UNSPOKEN CUSTOMER QUESTIONS
People make decisions by asking themselves internal questions. SmallYesses is based on these “unspoken questions” and makes them usable for Google Ads. The questions can be divided into recurring categories.
EXPECTED BENEFITS
Typical questions: "Do they offer and are they what I'm looking for? Do I see my search terms reflected there? Are they specialized in this topic?"
SURPRISING SPECIAL SERVICES
Typical questions: "Do they offer something special and what's in it for me – why should I choose them in particular?"
EVIDENCE
Typical questions: "Why should I believe all this – what internal company evidence is there (e.g., case studies) – and what external evidence is there, e.g., Google reviews?"
COSTS and PAYMENT
Typical questions: "Is it affordable and how do I pay for it – what will it cost me: money, energy and nerves; before, during and after the purchase – how quickly will it pay for itself?"
Purchase process
Typical questions: "How do I buy this and what can I do next – can I test it beforehand and return it if I want – and how quickly will it be delivered?"
URGENCY
Typical questions: "Is the purchase urgent or can I wait – are there disadvantages if I don't decide immediately – or advantages if I do?"