Have a question?
Or just want to know the name of all of Jupiter’s moons?
Don’t just send an email with questions, book 45 to 60 minute sessions with key team members. These face-to-face (or video) conversations often reveal insights that wouldn’t come up in written responses.
The key is to have these conversations early in your page design process.
The insights you gather will inform not just your messaging but also what features you highlight, in what order, and how you present technical information.
Questions to ask your experts:
While you should let the conversation flow naturally, having a structured set of questions ensures you cover the important ground:
- What capabilities do customers often overlook or underutilise?
- What makes our technical approach different from competitors?
- What customer problems can we solve that we’re not currently highlighting?
- What future trends should we be prepared for?
- What claims can we confidently make about our solution?
But remember, the goal isn’t just to collect information…
It’s to understand the true value your solution provides so you can communicate it effectively to prospects.
One word of warning…
While SME input is invaluable, there are several common issues to watch out for. The classic “engineer writing copy” kind of problem…
First up, Jargon. Unless your buyers mention certain technical terms, avoid it. Next, Feature fixation by listing features without connecting them to benefits. Finally, unvalidated claims. Make sure your product team has validated any claims you want to make. Nothing damages credibility faster than promises your solution can’t deliver.
With this in mind, let’s make use of this information…