37 Question Phrases & Keywords To Find Out What Your Market Wants

Find a need and fill it. Heard it before?

Though it sounds simple – too easy even – it does work. When you focus on fulfilling a need, helping or serving, you are providing value. That gets people’s attention.

Here’s the problem. If you have a new business with few or no prospects, it’s difficult to find out what your customers need and want. Even those of us who have been operating our business a while sometimes don’t know the answer to that. We think we do, but often miss the mark.

37 Question Phrases & Keywords To Find Out What Your Market Wants

The wonderful thing is, with the Internet, there are lots of ways to find out. You already know keyword research is an important part of this puzzle. But keywords may not tell you the complete picture.

One of my favorite addition to keyword research is question research. Instead of looking for the keywords people may type in, use these phrases:

  1. Are [keyword]
  2. Can [keyword]
  3. Do [keyword]
  4. Does [keyword]
  5. Is [keyword]
  6. Should [keyword]
  7. What [keyword]
  8. Which [keyword]
  9. Why [keyword]
  10. Will [keyword]
  11. Can anyone help
  12. (Does) Anyone know
  13. Can anyone recommend
  14. Can you help
  15. How do (I)
  16. How do I find
  17. How can (I) (We) (one)
  18. How is this done
  19. How do they do this
  20. How would you
  21. I am looking for
  22. I need help
  23. Is it possible
  24. (Is) (Are) there any
  25. Is there a (way) (tool) (app)
  26. Please help
  27. Should (I) (We)
  28. What are
  29. What can I do
  30. What do you (do) (use)
  31. What is the best
  32. What is the most
  33. What is the easiest
  34. What is the fastest
  35. What would you (do) (use)
  36. Where (do) (can) I find
  37. Where would I go

How To Use This List

Now that you have the list, it’s time to get to work. You can start with regular keyword search tool. Or drop them into your favorite search engine. I find the best results often come from venues where people gather. This is where I uncover the deeper, more specific questions that people are asking.

The following are places to try:

  • Facebook – When searching in Facebook – be sure to wrap your phrase in quotes. Facebook will find all sorts of things that may not be useful. The best results within Facebook come from posts from Friends and Groups. This is another reason to join groups, or to start your own Facebook group.
    FB-iamlookingor-search
  • Twitter
  • Quora
  • Reddit
  • Forums – no, they are not dead

Anywhere else? Sure. Think of sites where people gather, that has a search function – that’s where to try. The places listed above often keep me busy for a while and should be the same for you too.

Why Branding and Sales Promotion are Not Interchangeable

In the world of promotion, branding has been called anything from a logo, to putting a logo on things, to a general image. If I may be so humble to speak for those those of us who specialize in branding, a brand could replace the word “reputation.” How a customer perceives you, your town , your product, experience, or organization etc. is your brand.

Most marketing people I come into contact with simply don’t get it and arrogantly think that sales promotion is 100% of what branding encompasses. Now, granted the end game in branding is to bring more dollars into the organization, BUT that isn’t soley achieved through sales promotion.

Branding done properly with a skilled facilitator looks at all aspects of your brand to see that all elements are pulling in the same direction. All of this is strategic thinking and much of it exists outside the sales and promotion circles. HR plays a role, business management culture plays a role, even people associated with the organization such as the custodian can affect the brand for good or bad. My opinion here on this blog post affects my brand, depending on my audience’s response to it.

Once you learn to embrace your brand and define it, only then will you appreciate the value it holds in making your entire business a success on multiple levels including but not limited to sales promotion.Why Branding and Sales Promotion are Not Interchangeable-061115

You Can’t Build A Brand On Today Thinking

A few years ago I pitched my branding process to a mid-size Canadian City mayor. Suffice to say he loved the presentation and the opportunities it would open up. The one item that buried the project was his short-sightedness. Knowing upfront that there were deficiencies in the brand, he didn’t appreciate my comment that those deficiencies would have to be fixed so that their brand had a better chance of being authentic to it’s target audience. The fastest route to failure is to tout something powerful and then have your buyer discover it was all just advertising spin. The city can’t walk the walk. Today they’re still just doing advertising but labelling it branding.

You Can’t Build A Brand On Today Thinking-043015

Here in my community we have a city market. The bylaws people saw an opportunity. They showed up early on a saturday morning and went booth to booth gathering business cards from the grannies selling biscuits, young people selling items from their hobbies and other micro entrepreneurs. Satisfied that they spoke to everyone, they went back to their offices and proceeded to send out notices to all these people that they’d all have to buy a business license or shut it down. Their phoney smiles hid the reality of their intentions – more fees for the the city. They didn’t care what happened to these individuals and their dreams. What they failed to see was the long-term benefits of city market vendors. Many of these folks are testing their ideas and planning for the future. A local furniture store just turned 90. It all started with one guy peddling furniture door-to-door. Where would the 4 locations and hundreds of employees be today if the city had shut them down because they didn’t have a $XX business license?

Another new grocery business in Ottawa, Canada ( Farm Boy ) started in their city market and now have multiple locations and are spreading across the province. That equates to property taxes, bricks and motor leases, employment, and investment all started in a small city market. What our city should have done was gone in, introduced itself and offered to help them in any way they could to succeed. They should provide mentors, and business incentives to go beyond the cookies in wax paper to opening a small bakery in an area the city would like to re-new. But, this involves long-term thinking and long-term branding.

Place brands like any other thrive on long-term thinking. Bureaucrats have to start understanding that short-term gains CAN and DO suppress long-term growth. Being smug about shutting down the painted flower pot booth today changed the future that might have been – namely a unique gift shop in a wanting downtown area. All this is branding folks. Doing it with vision creates log-term wealth. Short-term advertising spin is just that.

Get Real! Brand Authenticity and You.

Today’s marketplace is a great place for brands and their advocates to exist. Traditionally, prior to the web, all a brand could do was to make their consumers “aware” of their brand was using advertising channels such as bill boards, transit, radio, TV and public relations. Once a consumer got wind of the brand that interested them, they would have to physically visit the bricks and mortar location for more information. Or they could look in their mail boxes for flyers, or their daily newspapers for inserts and printed ads etc. The entire buying cycle was initiated by the brand and reacted to by the buyer. Very straight forward and not very deep.

Get Real- Brand Authenticity and You-012815

In today’s marketplace the consumer has a limitless access to the brand’s environment. Brand’s can more easily form strong relationships with their customers. Some would say today’s digital environment makes loyalty tougher. I believe it to be easier, so long as you’re willing to engage customers with a genuine brand experience. If the brand chooses to try and manipulate the experience based on an unrealistic expectation, they will more likely be viewed as not being authentic. That authenticity is a hallmark of proper branding.

But if your brand strives to provide an authentic persona, it’s a great platform to engage customers. You’re able to feed them your expertise on many levels. This acceptance allows you the potential to charge more for your services. If you’re a services based brand this open environment allows you to properly exhibit your expertise and this draws customers to you. Your are perceived as the expert your brand touts you to be.

The bottom line is to embrace the opportunities the digital world is serving up. You make think that there’s no space for you to play or that it’s over your head. Toss those barriers aside and embrace the web. You will be shocked with the results of your efforts over time.

How To Stop Selling and Start Educating.

I’ve just completed a workshop teaching branding to graphic design firms from Canada and the United States. As part of that training, confidence in selling is a crucial element in delivering branding 10587534_sto their customers. On the surface it would appear that selling is a crucial first step. “Selling” is a difficult skill for many of us – myself included. It’s something I work at tirelessly. Defining my brand and working at it is one part of my overall branding strategy. To me selling is a bit of a misnomer. I don’t so much sell, as participate in a conversation. This conversation involves engaging the potential customer is a discussion about their brand challenges and understanding just what it is that hinders it.

Sometimes the barriers are self-generated. These are things such as culture or negative past histories. We all know people who get in the way of themselves simply because they don’t believe they have what it takes to deliver on a desire. That lack of confidence holds them back. Other barriers are market driven like bad economies, dying industries etc.

I recommend to businesses they should immediately change the conversation and watch opportunities present themselves. Customers cringe at the thought of someone selling something to them. Whereas they embrace conversations that help them. They also enjoy talking about themselves. I often enter into conversations where i am providing entry level branding advice on the spot. This is a great opportunity for me to show how fast I am on my feet, and how confident I am in what I do by my willingness to share. It’s no different than when in a networking situation – the wisdom is that you give before you get.

Challenge your comfort zones. Drive yourself to succeed. Don’t let the words “it’ll never work” or the “time just isn’t right” ever pass your lips. I believe confidence comes from challenging yourself and believing that customers really do find you a source of value. An expert lies within all of us. Don’t trap yourself by assuming you know how others think of you. Sometimes that blank stare isn’t that they can’t believe how stupid you are but it is more, they are pondering the brilliant thing you just exposed them to, and they’re wondering how they can use that nugget to their advantage. I experienced that last thought more times than I can image when speaking to groups of people at a speaking event or in a sales meeting. Lack of confidence makes you think the worst. But when you believe in what you’re saying, those blanks stares are gold mines to opportunities.

It makes me smile to realize that the quietest person in the room is actually your biggest advocate. The word ASSUME feeds on a lack of confidence and is the biggest killer of opportunity. When you assume the worst – worst is what you get. It’s not a hard concept to understand. Because I am aware that I have a difficult timing reading people, I have learned not to assume what lies before me. I often watch that person closer and give them time to react to what I’m saying and I’m often rewarded. All of this within the confines of a conversation on branding. I don’t think you can sell branding as much as you can build a hunger for more knowledge. Satisfying that hunger is something even the most shy can deliver. Imparting knowledge is enjoyable and the thanks awarded following such an exchange doesn’t feel disingenuous or contrived.

Trust in your experience. There lies the root of your confidence, and with that powerful conversations await you!

Online Advertising How To Crash Course

To grow, every business needs new leads and new customers. Without a steady incoming flow of new customers, you would hit a plateau and eventually decline. There are different ways of achieving that but the quickest is to advertise. Doing it online means you get results faster. So how do you do it? Read on for a quick online advertising how to crash course. Let’s begin.

Online Advertising How To Crash Course

Who Are You Advertising To?

Do you know? Everybody is not an acceptable answer. While each online advertising marketplace you use will have their own target market options, you still need to clarify this up front. It’ll save you some time digging around later on and definitely make it easier for you as you navigate the different advertising marketplaces. So paint yourself a picture of your ideal customer.

  • Are they 30 – 40 year old men?
  • Women?
  • Do they have children?
  • What do they like to read?
  • What do they like to watch?
  • What is their idea of entertainment?
  • What other interests might they likely have?
  • What stage of life would they likely be in?
  • What could be their next lifetime milestone – e.g. Getting married, having a baby, children going to college, retirement.

Some people tell you, to only have one clearly defined target group. Personally, I think that depends on your product. Some of us have products that appeal to different types of people. They may consume your product differently, and even buy for different reasons. They are still a target group. So define these groups if they apply.

Who Are Your Competitors?

You may think it strange to think about competitors for advertising. Truth is, this just goes to show how far online advertising has come. You want to list out your competitors because in most ad marketplaces, you can target your ad to people who follow or are interesting in your competition. This is a fantastic opportunity to take advantage of. So know who your competitors are. Brainstorm and list as many as you can. Consider also indirect competitors.

Prepare Your Advertising Materials

Again, each online advertising marketplace will have their own requirements but there are a few things you can prepare ahead of time. Among the key things, is your core advertising message. What exactly are you advertising?

Are you promoting a sale? Do you want people to opt-in to your mailing list? Sign up for a webinar? Install an app? Pick up the phone to call you? Complete a survey? Download a cheat sheet?

Once you know this, then you can create some ads. For banners, this is somewhat easier because popular sizes are uniform across the Internet. For text ads, prepare a few variations since each channel will have different word count limit so you need to have some flexibility.

It would seem obvious, but in case it isn’t, prepare your landing pages. Make your landing page deliver or match up to your ad’s promise. Consider – what would you expect to see if you were clicking through your ad? Do everything you can to make it easy for people to take the next step so you’re maximizing your ad spend.

Locate Ad Marketplaces

Now comes the fun part. Placing your ads, but first, you need to know where. Here are some great places to get started.

Many of these places make it really easy and it’s all self-serve. Some may also assign a rep to help you. The actual steps differ from one network to another. In general, what you need to do is create an account, select your target and enter/upload your ad.

More Online Advertising How To Resources

Is it really that simple? The short answer is yes. However, this isn’t called a crash course without reason. There are a multitude of things that have been simplified and in some marketplaces, you have to make sure you’re playing by the rules or get kicked out. To cover those, this post could end up as book.

Thankfully, we don’t have to because some fantastic online advertising how to resources already exist. If you’re committed to advertising and want to make sure you don’t waste time nor money, check out the Bring Your Own Traffic course.

The New Brand Benefit

bowIn a lot of ways starting a business and giving birth to a new brand can be an exciting process. No one knows who you are yet, so they have nothing to build an opinion on. On the other hand, since there is no formal introduction yet, everything about you is essentially rumour at this stage. A good place to start your brand is PR. Having a basic introductory website, and a weekly update to media, will help build interest and keep your information factual.
Any contact with suppliers and potential customers should alway be cordial. How you treat any contact at this initial stage, could set the tone of your new brand. Determine how you would like to be perceived and then strategize as to how you might influence this. Developing a positioning strategy that makes you the leader or the best at something will give your new brand resonance with your market. The worst thing you could do, is “follow the leader.” In doing this your brand offers nothing to the marketplace. Why bother existing at all? Every decision you make should assist in differentiating your new brand.
In discovering your difference, your launch can be exciting. You could be on your way to building a remarkable brand. Dream big! Don’t strive to be one of the best – strive to be the best. Just delivering good customer service isn’t enough – deliver the best service. Discover ways to over-deliver. Never forget that every thing you do affects the success of your brand. Don’t take designing your brand image lightly. An amateur attempt just reflects back on you. I’ve known some small businesses who took more interest in their decor than their brand image. Ultimately this shows in their success or lack there of.
Another important strategy is to build your “expert profile.” Your expert profile is your customer’s perception of your level of expertise. I typically recommend using Linkedin as a good start. Bringing your profile as close to 100% is a great way to get a handle on your level of expertise. Next round it out with a Facebook business page. But, I think that the number one activity that defines your expertise better than anything is blogging. It allows you to actively put your opinion out for all to see. With blogging the trick is to give away valuable information. It’s a lot of effort but the rewards over time can be extraordinary. I’ve not only gotten leads from blogging but press interviews and unique opportunities.
Your brand is in your hands. Ignore it and the competition will step up to define you. Own it, live it and strive from it.