Ask Customers, “What’s Your #1 Challenge?”

Nov 21, 2017 | Branding Strategies

People don’t know what they want. You can ask them, but chances are you won’t find the answer you’re looking for.

Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.”

Asking, “What do you want?”, isn’t the right question. You’ve got to be a little more subtle to uncover your customers’ wants and needs. Ask the question in a different way.

What’s the #1 biggest challenge you’re facing right now?

Reframing the question generates richer results, because people are better at talking about their situation than their desires. For example, ask a friend or family member, “What do you want for dinner?” Eight out of ten times you’ll hear, “I dunno. What do you want?”

That indecision is what you’re trying to avoid when you engage your customers. Instead of asking for wants, ask for challenges. What is your #1 challenge? It’s an open-ended question that can unlock hidden insights from your customers.

Planning for 2018

This question is top of mind for me, because I am working on my 2018 strategic plan. I am reviewing my editorial calendar and marketing plans, and working to put together content and services that will bring you a ton of value.

To help with the process, I’d like to ask for your input. “What’s the #1 biggest marketing challenge you’re facing right now?”

Would you take 3-5 minutes to complete a short survey. Your input is invaluable.

Take the Survey


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Jeremy Miller

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