Veteran marketing coach and award-winning blogger John Jantsch has some good advice in his latest newsletter. You will want to read the whole thing, but essentially it’s about listening to your customers’ questions very carefully. Because there’s a lot in those questions that you need to know yourself:

Every time a prospect or client asks a question, write it down. Collect these questions on an ongoing basis … In a very short period of time you will see patterns develop. If you are getting some of the same questions over and over again you can bet that your marketing materials need to address the answer to those questions. The questions our prospects ask are often clues to what matters to them. So, forget about the new shiny features of your gizmo and address what’s really on their mind. Do it now, because some of your prospects won’t think to actually ask, they’ll just move on. It’s one of the reasons FAQ pages are so popular on Web sites.

Source: John Jantsch. “Question Everything,” Duct Tape Marketing Newsletter 06/28/06. http://www.ducttapemarketing.com/newsletters/questions.htm.

Photo: Question. Originally uploaded to Flickr by laurent51.

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