You’ve answered “Which size should I get?” four times this week.
Then you sit down to plan content and decide you have nothing to talk about.
Open those chats again.
The questions arriving between order confirmations and payment screenshots can tell you what people are struggling to choose, what they’re worried about and what your page hasn’t explained very well.
You may already have the answer saved on your phone. It just hasn’t made it into your content.
Start with a question that affects a decision
Suppose someone asks a bakery, “Will this cake survive a two-hour drive?”
They’re trying to get a cake to a celebration in one piece. A reply saying “yes, handle carefully” leaves quite a lot to interpretation.
A useful answer would explain which cakes are suitable for the journey, how to transport them and what arrangements to discuss with the bakery beforehand. That answer could become a demonstration someone saves for collection day or forwards to the friend driving.
There’s a reason to watch it beyond admiring the cake.
The same approach works with less obvious questions. “Will this fit?” might need a photograph showing scale. “What’s included?” might need a walkthrough. “Which one should I choose?” could become a comparison that explains who each option suits.
You don’t have to make the question sound more sophisticated. The customer has already given you the language.
Try twenty conversations before another brainstorming session
Go through twenty recent enquiries, including ones that didn’t become orders. Note the questions that repeat and the answers that take the most explaining.
You might find that:
- People can’t picture the difference between your sizes.
- They don’t understand what changes the price.
- They want something urgently but don’t know which options are available.
- They like the product but aren’t sure it suits their situation.
Choose one question you can answer properly. Then decide how to show the answer.
For a size question, put the options beside each other. For a process question, demonstrate the steps. For a price comparison, explain the actual differences in materials, work or inclusions.
If the answer is simply your opening hours, update the places people look for opening hours. It probably doesn’t need a cinematic reveal.
Don’t read a whole marketing theory into “price?”
Sometimes people ask the price because they want to know the price.
Answer them.
If several customers then ask why two options cost different amounts, you have a comparison worth explaining. But don’t assume every brief enquiry is an objection or that every customer needs convincing.
You’re looking for patterns. One unusual request shouldn’t take over the next month’s calendar.
Your inbox is also only part of the picture. It contains the people who contacted you. Reviews, conversations in the shop and feedback from customers can help you spot things that never arrive in a DM.
Use the question as inspiration without exposing the person who asked it. Get permission before sharing an actual message.
Make the answer useful more than once
Once you’ve made the content, put it where the question comes up.
A sizing guide could sit in a highlight, on the product page and in a saved reply. A process explanation could help a new customer prepare before their first appointment. Your team should be able to find it when someone asks.
And people will still ask. They may have missed the post or want reassurance about their particular order. You can send the explanation and help with whatever remains unclear.
Watch whether the content makes those conversations easier. Are customers choosing more confidently? Are they arriving with the details you need? Can your team answer without starting from scratch?
That’s useful feedback, even when the post isn’t your most-viewed piece.
This is why our planning at Visual Habit starts with understanding the business and its customers. Deciding on twelve reels is a production decision. We still need to know what those reels should help people understand.
For your next planning session, bring a few questions customers actually asked. You’ll have something more useful to work with than an empty calendar.