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Hello Reader,

This is my final survey-related newsletter.

I'll share survey questions tweaked by industry, and show you how to use the responses to understand and communicate pain points, desires, and motivations in your content/copy.

If you're pressed for time, here's a quick refresher:

Start with ONE question. Get 20-30 responses. Find patterns.

Use that language in your next marketing asset. Then add more questions.

1. E-commerce and D2C

• Trigger question - "What made you decide to buy this today?"
• Expectation question - "What problem were you hoping this would solve?"
• Obstacle question - "What almost made you choose a different product?"
• Alternative question - "If we didn't exist, where would you have bought this?"

Examples of responses:

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2. SaaS

• Trigger question - "What problem were you trying to solve when you signed up?"
• Expectation question - "What would make this worth paying for?" (free trial users, day 7)
• Obstacle question - "What's keeping you from inviting your team?" (solo users after 2 weeks)
• Transformation question - "What's different about your [workflow/process] now compared to before [product]? (after 60 days of active use)

Examples of responses:

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3. B2B Services (Consulting, Agencies, Professional Services)

• Trigger question - "What was happening in your business that made you book this call?" (in booking confirmation)
• Expectation question - "What would success look like at the end of this project?" (discovery call follow-up)
• Obstacle question - "What almost stopped you from hiring an agency for this?" (after contract signing)
• Alternative question - "If you hadn't hired us, what would you have done instead?" (mid-project check-in)

Examples of responses:

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4. Subscription Boxes/Membership Services

• Expectation question - "What were you hoping this subscription would do for you?" (after first delivery)
• Transformation question - "What's easier now that you have this subscription?" (month 3)
• Obstacle question - "What almost made you not subscribe?" (after signup)
• Alternative question - "What would make you cancel?" (churn prevention)

Examples of responses:

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5. Education/Online Courses/Coaching

• Trigger question - "What made today the day you decided to buy this?"
• Expectation question - "What would success look like for you at the end of this course?" (welcome email)
• Obstacle question - "What almost stopped you from enrolling?"
• Transformation question - "What can you do now that you couldn't do before this course?" (post-completion)

Examples of responses:

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6. Healthcare/Medical Services

• Trigger question - "What made you schedule this appointment?"
• Expectation question - "What did you want help with?"
• Obstacle question - "How long did you put off booking this appointment?"
• Transformation question - "How do you feel compared to XX months ago?" (30-60 days after treatment)

Examples of responses:

7. Financial Services

• Trigger question: "What made you call?"
• Expectation question: "What are you hoping for?"
• Obstacle question: "How long did you think about this before calling?"
• Transformation question: "How do you feel about money now?"

Examples of responses:​
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I hope this has helped.

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In the next edition, I'll talk about the use of "weasel words" in B2B writing and how it weakens your message.

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I'm taking a break for the rest of December, and you will hear from me next in early January.
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Here's wishing you a happy and prosperous new year!

Stay sharp, stay smart. :)
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All my best,

Satabdi

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