Creative Positioning
Content
Own Your Interactions
Typeform
The secret to better answers? Better questions. How a Professor of Social Interaction can improve your forms and help you get the info you need
Episodes
One. Stop forcing rapport
Conversational copy. Welcoming websites. Awkward attempts to ask “How was your weekend?” They’re all meant to show you care about your customers.
But Liz found that the most empathetic option is often to get straight to the reason for talking.
Be direct about your objective and you’re more likely to get the results you’re after—unless your customer is really in the mood for a chat.
Two. Check your entitlement
Every business has to ask its customers personal questions. Email address, gender, and marital status are all useful info for marketers—but people aren’t always comfortable sharing it.
So ask yourself: am I really entitled to ask this question? Or is this person doing me a favor by answering?
If it’s the latter, wait until the end of the customer’s business to ask. And phrase the question to reflect your low entitlement to ask.
