The Secret to Better Conversions: Answer These 3 Fundamental Product Questions To Get People to Buy!

When writing about your products or services, especially with more complex b2b products, it’s important to answer the three fundamental questions listed below. Answers to these questions clearly set expectations and communicate your product’s benefits. Not knowing the answers can be an obstacle to purchase.

1. Why do I need (Product A) ?
   1. What problems does my business have?
   2. Which of those problems can be solved by Product A?
   3. Why should I pick your Product A over XYZ Company’s Product A?
2. Ok, so what exactly will Product A do for me? What can I expect will happen when I hand over my money to you?
   1. What results can I expect?
   2. Have other customers seen results? What exactly?
3. How does Product A work?
   1. When does it start working?
   2. How easy is it to implement?
   3. Do I need to purchase anything else to be able to use it?
   4. How long before I get results?
   5. How will I know I’m getting results?

These are questions that buyers ask when considering any purchase - but especially a purchase that is either an “unknown quantity”, or more complex, or involves a larger outlay of money.

Conversions happen when you tell prospects who have made their way to your front door, exactly what your product will do for them, followed by how it will do it.

And you have to tell them in a way that is clear, concise, compelling, succinct, and quickly scannable (that means they won’t read everything, so say it a few different ways). My favorite professor in business school used to say, in customer communication, “subtleties don’t push the ball forward.”

There. There’s your marketing secret to better conversions. Answer the Big Three questions about your product, and do it in a very clear, jargon-free way.

Need help answering the big three for your products? I can help. Contact me and let’s see what we can do.