How to Strategically Use FAQ's to Sell Your Offer
Did you know the Frequently Asked Questions (FAQ’s) section on your sales page is one of the most important sections of the entire page, yet often the most underutilized and misunderstood?
Sure, FAQ’s are of course an opportunity to answer any logistics your potential clients might have, such as how often do we have calls or how long do I have access to the course (if you haven’t already addressed those things on the page).
But the real value in including FAQs is to use them as a way to overcome the obstacles, doubts, and fears your potential clients may have.
The 3 FAQs you always want to include (no matter your niche):
money
Time
why you over your competitors
The Money FAQ:
Humans really hate wasting money, and it doesn’t matter if your program is $7 or $7000 (price is all subjective and relative anyway). So it’s imperative to address this fear that they’ll be wasting money.
Some version of this question, “Can’t I just do this on my own, why do I need to invest in a Coach?” or for the newbie Coaches that I work with “I’m barely making any money in my coaching business, how can I justify investing in a Business Coach?”
You can start by acknowledging this fear; something like, “Great question! I totally get it, you don’t want to waste your hard-earned money. We’re similar in that way, as I don’t either! That’s why I’ve added such immense value in this program (can list the value), but your investment is just a fraction of that (can list the actual cost).
Then talk about the cost of their current challenge. Have they been spending money already to try and fix their problem and it hasn’t worked? If so, get specific; what have they tried and what roughly has it actually cost them?
For instance, if you’re helping them lose weight, how much have they already spent on diet programs, weight loss books, gym memberships, etc.?
Then you can talk about how that compares to investing with you or buying your course or product.
You can also address the emotional, relationship, or other costs as well.
You’re helping them see that the costs of staying stuck and continuing to throw money at solutions that don’t work outweighs the cost of working with you or buying your course or product.
What’s also underlying this money fear is “Will this work?” and “Will I be able to finally solve my problem with your program or course?”
It’s critical to address this underlying concern throughout your sales page and then in this FAQ, you’re more so talking about the value of your offer and a quick snapshot of everything they get, and some social proof.
The Time FAQ:
Similar to money, humans also hate wasting time (though how much time do we waste mindlessly scrolling social media??).
Some version of this question, “I’m already busy, will I really have the time to successfully complete your program?” or “I’m really busy, how much time will it take to go through your program (or course)?”
Underneath this fear, again similar to money, is, “I’m not sure about buying this program or course because I’m already busy (or overwhelemed) and I’m afraid I won’t be successful, get results, or follow through.”
Then you want to talk about how you help them either free up time (or perhaps that’s a bonus you add if you’re specifically working with busy, overwhelmed people), save time, or reinvest their time.
Again, like money, you can also talk about how much time they’re “wasting” being stuck in their challenge that you can help them solve.
The “Why You Over Competitors” FAQ:
Like money and time, humans also hate making a wrong decision, because we don’t like being wrong or having regret; and ultimately making a wrong decision leads back to wasting time or money or both.
Some version of this question, “I’ve tried other programs (or worked with other coaches), why should I invest with you?” or “There’s lots of programs out there to help you X {problem you solve}, why choose your program (or course)?”
Then talk about your unique expertise and experience. Share how you are different, your approach is different, and/or what’s missing from other programs out there. This is not a time to be shy or modest; really step into your unique power here!
There you have it! How to view FAQ’s as an integral part of your sales page and the 3 FAQ’s you always need to address. Understanding the deeper fears, concerns, and doubts your prospects have and directly addressing it in your FAQ’s is a surefire way to uplevel your sales page game.
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