FAQs (frequently asked questions) have become a marketing communications staple. You can find them on websites, flyers, and in brochures. People think they’re helpful because they can find their particular question and quickly get an answer without having to read through a jungle of copy. And FAQs can be about any kind of product or service, from complicated, technical components to something as simple as a cup of coffee.
FAQs can also reduce the number of calls to customer service, and they show customers your organization understands their needs.
What do they want to know?
If you find yourself having to develop FAQs, before you write a single word, think about who your audience is and consider what their particular concerns might be. It’s a good idea to seek input from sales and other field personnel, customers and/or coworkers to develop your list of questions. You might find it helpful to develop your FAQs around the journalistic basics of who? what? when? where? why? and how?
Once you have your questions set, you’ll need to do the research to get accurate and detailed answers. Resources could include subject matter experts, product developers, sales people, company documents and the Internet, just to name a few.
FAQ writing tips
After you’ve developed the questions and gathered all the necessary information, you can start writing. Below are a few FAQ writing tips:
- Repeat the question in the answer:
Will your product maim me?
No, our product will not maim you. We follow strict safety and quality guidelines.
- Write simply. Make both your questions and answers as clear as possible to avoid any confusion.
- Organize the questions and answers by topic. This will make it easier for readers to find their question. And put the most common questions at the beginning of the FAQ.
- Include contact information, so readers can get answers to questions not listed or clarification when needed.
- It’s also important to keep answers up to date.
Anticipating questions and giving the answers: You can provide your customers with this simple tool and establish your organization as the helpful expert.