Whether you’re jumping on a prospect call, ghostwriting for social media, or writing content for a company website, asking the right questions is paramount.
Leading questions — questions beginning with “What”, “How”, “Why”, etc. — will not only give you an innate understanding of your client, they’ll trigger responses that’ll give you content for days (literally).
You’ll no longer have to scramble around for ideas and conduct endless keyword research if you ask your client these five questions.
1. What are the biggest challenges you’re facing in business?
This is a great question because you can frame the responses in one of three ways:
If the challenge is audience-related — for instance, if you’re writing for a marketing recruitment firm and they say, “We need to attract more [specific job title] to our website” — you can carry out keyword research to come up with some relevant top-of-the-funnel blog posts to get these people onto your client’s website.
If there isn’t a quick solution to their challenge and you need first-hand insights from their target audience, you can use your client’s responses to create incentivised surveys targeted at their email database. These surveys will be built around questions that’ll help them overcome the said challenge(s) and create more relevant content for their target audience.
You can use them as inspiration for a LinkedIn post, i.e., “I struggle with X — can any of my fellow [client’s job title] relate?”. If they have a decent following of like-minded people, it’s a great opportunity for them to generate a discussion, take valuable learnings from others in their industry, and build a proper network — while also showcasing their human side.
2. How have you overcome those challenges?
This is a great question because your client’s responses will position them as adaptable and innovative.
And you can use these responses for content such as case studies, as they lend themselves perfectly to the good old “challenge — solution — result” framework.
Your client’s target readers will see proof of their success. As a result, they’ll let their guard down enough to trust your client.
And, of course, that means they’re much more likely to invest in your client’s service.
3. What are some common misconceptions about [their industry] and why are they wrong?
This is a great question because if you can challenge — and completely reshape — the preconceived ideas your client’s target audience has about said industry, you’re bound to grab their attention.
You can dispel negative stereotypes through various content forms, such as 1) a data-driven blog post, 2) a thought leadership article, or 3) a social media post written by a subject matter expert.
However you frame your client’s response to this question, you’re proving that they’re not just another company that:
Does A, B, and C
Creates barriers to growth and diversity
Ticks all the same boxes as their competitors
They’re a company that goes above and beyond, does things differently, and knows their shit.
And when have these three angles not led to more business?
4. What needs to happen for you to achieve your business’s ideal future?
This is a great question because, much like question 1, it leads the client down the path of ‘We need to get more business from Customer A / B’.
A response like this, again, allows you to come up with a bespoke content plan that targets this ideal customer.
As anyone who’s familiar with the term Ideal Customer Profile knows, your client needs to get in front of its perfect customer as that person is much more likely to:
Buy the product or service in the first place.
Stay loyal to the product or service as a repeat customer.
Generate compound growth for your client by referring them to others.
5. What are your predictions for the future in [their industry]?
This is a great question because it allows your client to demonstrate that they’re not simply basking in their present-day success, resting on their laurels and unprepared for what lies around the corner.
They’re always one step ahead, anticipating what could happen in the next six to 12 months and beyond, and they’re agile enough to stay ahead of the curve.
And in the process, they’re educating their reader. Everyone’s a winner.
Conclusion
Specific questions lead to specific answers.
Specific answers lead to targeted content.
Targeted content leads to work opportunities.
Ask specific questions to never run out of content ideas.
If you need help with the above, including blog posts, social media, or content strategy, drop me an email at fourninemarketing@gmail.com.
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