Here’s a communication exercise not enough brands do after they draft a piece of content: they don’t ask what questions remain.
It’s dandy to write a post for a restaurant that’s pulling out of a location to focus on a different location, but a poorly written post results in more questions from the reader.
What happens to the staff? Is anything replacing the space?
Answering questions instills confidence in your brand, even if the answer is “we’re not sure about X yet.”
This applies to news release, too. After you’re done saying all you want to make sure to say, what questions remain?
Or how about that sell sheet? or buyer’s guide? or anything other content that doesn’t end with a live Q&A?
Stay Positive & More Answers Sooner
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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