Avoid the easy yes/no
In terms of content, questions should be phrased to avoid simple yes-or-no answers.
Responses should be moderately detailed, but completely resolve the query. Imagine
browsing a FAQ for a fabric company. Here is an example of a poorly structured inquiry:
Question: Do you offer custom patterns?
Answer: Yes.
CUSTOMER SUPPORT
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While this accurately answers the question, it provides no detail, and does not help the
reader find out how the company addresses custom patterns, much less the next step in
using those services. FAQs can be leveraged as minor marketing vehicles. If a prospect sees
everything they want in your product after consulting the FAQ, help them make contact
with your company to procure their business. Here is an improved example:
Question: I??™m interested in your fabric, but what if I need a custom pattern?
Answer: Acme Textiles is happy to address the unique needs of our customers by offering
a full range of custom pattern reproduction on all of our fabric options. For pricing, please
see our detailed pricing chart, or call 1-800-555-8866 to speak with our knowledgeable
sales staff.
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