What Do You Need to Know that No One is Telling You?

I recently read an informative article I found in American Writer’s Golden Thread newsletter. The author, Don Hauptman, was discussing research techniques for getting to know your audience better. He offered two excellent questions to add to your list.

“What’s your biggest problem right now?”

“What do you need to know that no one is telling you?”

I can see how this would open a very interesting dialog and provide some in-depth information from the audience. This question would give you an opportunity to position your products/services (or your clients’ products/services) as the solution/enlightenment the reader is missing.

Testimonials Are Revealing

Here’s an additional technique I’ve used for years. When you are first researching a new client’s audience, read their testimonials page. Make note of the problems customers mention. For instance, “Before I found XYZ Company, I went through 4 other widget providers. All the others had horrible customer service and never showed up on time. But with ABC Company, that’s all changed!”

Did you spot the problems? Horrible service and not showing up as promised. Now use that intel to position your client as the solution.

In addition, make notes of common themes in the testimonials. If everyone mentions a particular feature or benefit, you’ll know it’s something worth adding to your copy.

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