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Buyer's Brief Mini-Series | Episode 5 | Brainstorming Questions
Published May 6, 2024 · 36 views on YouTube
Key takeaways
- The WH brainstorming questions cover what, who, where, when, why, and how, and come last in the Buyer's Brief methodology after the micro content, creative strategic brief, and buyer blueprint have already built context.
- For each WH question, generate both positive and negative angles to surface a fuller range of perspectives your market may be considering.
- Scale the exercise to fit the need: a single round of six positive and six negative questions, ten and ten, or generate up to a hundred or a thousand variations for a large content library.
- Pair this with keyword and Google research to find the top questions currently on your market's mind, then create content that directly addresses them.
- The output feeds lead magnets, backend offerings, books, and full courses, and nurtures the customer relationship across the full customer journey, not just the first sale.
What are the WH brainstorming questions in the Buyer’s Brief method?
The WH brainstorming questions are the what, who, where, when, why, and how questions used to generate content ideas about your market. They come last in the Buyer’s Brief methodology, after the micro content, creative strategic brief, and buyer blueprint stages have already established context about the audience.
Why generate both positive and negative angles for each question?
Generating positive and negative angles for each WH question surfaces a wider range of perspectives circulating in your market. This lets you address concerns and objections ahead of time, so your content can educate people and position you as a thought leader and trusted brand before they raise the objection themselves.
How many questions should you generate?
The volume is flexible and scales to the content need:
- Run one series per question: six positive and six negative angles.
- Or expand to ten positive and ten negative questions per topic.
- Or scale further across ten different questions, generating up to a hundred or even a thousand variations for a larger content library.
The goal is to build a tool you can pull out any time you need topic ideas that will resonate with your target audience.
What can this method be used to create?
The WH brainstorming questions can feed a wide range of outputs: video content, written content, lead magnets, backend offerings, books, and full courses. It’s also useful for brainstorming new products and services to integrate into a business.
How does this fit into the customer journey?
Beyond generating topics, the method is framed as a way to build trust and nurture leads over the full lifetime of the customer journey - not just before the first sale, but on the back end of it too, helping keep a brand top of mind and relevant with its audience over time. The video notes this method also pairs with keyword and Google research to identify the top questions currently on a market’s mind. It closes out this section of the Buyer’s Brief methodology, with the next episode moving on to the implementation guide.
Full video transcript
All right, we’re into the last leg of our Buyer’s Brief creation for the WH brainstorming questions. Now, these are going to come last in this section of our methodology because we’ve already fed so much context - and now, even after our micro content, even after our creative strategic brief, and even after our buyer blueprint kick us off, we want to make sure that we are constantly understanding the questions that might be going around online with our market, so that we can consider what are maybe some of the positive and negatives that we can address ahead of time. So that people can educate and get to know you as the thought leader or the brand that’s bringing this information to light, but also building topical authority and that thought leadership on putting different ideas together - whether it’s for your video content or your writing, or just brainstorming new products and new services that you could integrate with your business. Lead magnets all the way to backend offerings, to books, to again, full-blown courses.
You can utilize this section for creating a lot of content that is going to speak to big ideas, and ideas based on those ideas, that is going to resonate with your target audience. And so the WH of the WH brainstorming questions are the what, the who, the where, the when, the why, and the how. And so we want to cover these questions in such a way that we can address the positive angles of these questions and the negative, to inform - just to give us some more information about different perspectives and different questions that we should be considering inside of the content we’re going to be creating.
And so you can do this one series of question: generate six positive, six negative. You can do this ten positive questions, ten negative questions. You can do it for ten different questions - generate a hundred or a thousand different versions of these questions. But the goal of this is to add this to your tool belt, where you can pull it out and understand that you can create a lot of content that’s going to be relevant to asking a lot of these questions. And this includes doing other research on keywords, searching Google, and understanding what are the top questions that is on the mind of my market right now, and then creating content that is addressing those questions.
So again, you’re building that trust, you’re nurturing your leads, and you are engaging with your audience over the lifetime of the customer journey - which, even after the first sale, there’s a customer journey on the back end of any sale. And this will help you with maintaining and nurturing your audience to elevate your brand and keep yourself top of mind and relevant with your audience. And again, you can use this for books, courses, content - just a load of different ideas, really. It’s up to you about how you’re going to be putting those ideas into action.
And that is going to bring us to our last part of the Buyer’s Brief, which is the implementation guide, which will just cover some basic ideas for you to go ahead and take us to the next steps. I’ll see you in the next episode.