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Hello Reader,
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This edition is dedicated to surveys, and how to ask questions so that you don't end up with surface-level information that adds more clutter.
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Surveys are great for collecting customer language, but only if you ask the right questions.

If you ask surface-level questions like "How satisfied are you?" you'll get surface-level answers.
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You must ask open-ended, context-rich questions that dig into the customer's experience and emotions. You're mining for language, not data.

You're looking for specific words, phrases, and emotional triggers your customers use when they're not trying to impress someone.​
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​Okay, roll up your sleeves - here's the practical bit:
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​1. Trigger question: "What made you decide to check us out today?"

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This reveals the moment of need, the pain point or motivation that drove action. You're not asking about features or benefits yet. You're asking about context.
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Remember, people don't buy in a vacuum. Something triggered them - a frustration boiled over, a deadline breathing down their neck, or a goal became urgent. This question captures that catalyzing moment.
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Here are some answers you could get, and how to use them in copy/content:

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2. Expectation question: "What were you hoping to find when you signed up for this/bought this?"

The answer reveals desired outcomes and ideal state language. What is the transformation that your audience is seeking? You'll find it in this response.

Customers don't want your product or service. They want the after-state. Their answers to this question reveals how they picture success.

For example:
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If you look closely, you'll see that customers rarely describe features. They describe feelings, time savings, or confidence gains.
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3. Obstacle question: "Was there anything that made you hesitate before picking us?"

This question surfaces objections and anxieties you can address in copy. It educates you about the doubt spiral that happens before purchase.

Most customers have some moments of hesitation. Understanding what they're worried about gives you hints on what to address in your messaging.

For example:

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4. Comparison question: "What made you choose us over other options?"

This tells you what differentiators matter most to customers using their words, not yours.

You may think you know what sets you apart, but your customers will tell you what actually moved the needle for them.

Often, customers do not choose you for your flashiest feature. They should be choosing you for something simple that you take for granted, such as flexible pricing or responsive support.

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5. Transformation question: "How has your day-to-day changed since you started using our product/services?"

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This question is gold for capturing outcome-focused language. Expectation questions capture what people hoped for, whereas transformation questions capture what really happened.
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People buy outcomes, not features. The response forces customers to articulate the before/after in their own words, giving you emotional, specific language about the real value.
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You'll get information on time reclaimed, stress eliminated, relationships improved, money saved, confidence gained, and opportunities unlocked.

These become your most compelling marketing messages because they're grounded in real customer experience, not marketing theory.

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6. Alternative question: "If we didn't exist, what would you be doing instead?"

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The responses to this question reveal your true competitor, and it's often NOT who you think it is. Most companies obsess over direct competitors, but customers could actually be choosing between you, a spreadsheet, doing it manually, or not doing it at all.
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Instead of asking "Why did you choose us over competitor X?" which assumes that your customers are comparing similar products, you are asking what they would be doing if you didn't exist at all. The answer tells you which pain is urgent enough to solve and which "good enough" alternatives they would tolerate.

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That's it for now.
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In the next edition, I'll share practical tips on how to organize all this customer language that you've gathered so that (a) it makes sense (b) it helps you write punchy copy and targeted content.
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Best,
Satabdi

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