SmallYesses: 6 CATEGORIES OF UNSPOKEN CUSTOMER QUESTIONS
People make decisions by asking themselves internal questions. Die Text-Methode SmallYesses beruht auf diesen “unausgesprochenen Fragen” – und macht sie nutzbar für Google Ads. Die Fragen lassen sich in wiederkehrende Kategorien unterteilen. Fragen zu diesen Fragen?
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?"
VERTRAUENS-AUFBAU
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?"