Lesson 4 of 5
Articles that answer what buyers ask
Answer the questions people ask right before they buy
The idea
Before booking a wedding photographer, people google “how much does a wedding photographer cost”. The photographer who answers honestly, with real prices, gets the visit, and often the booking.
Six questions people type before they buy
How much does it cost?
Real prices, and what makes them go up
How do I choose?
What to look for, honestly, even when you're not the answer
This or that?
Two options side by side, or you against doing it another way
How long does it take?
The timeline, step by step
What can go wrong?
The risks, and how to avoid them
Is it worth it?
Results, with examples a stranger can check
How a good answer is built
Step 1
The answer first
Two sentences that answer the question on their own
Step 2
The proof
Your prices, examples and numbers
Step 3
The detail
Steps, tables, what changes the answer
Step 4
The next step
One link to the page that sells
Readers, Google and AI assistants all take the first clear answer they find. So put yours first.
An article nobody needs
- Starts with the history of the topic
- Says what everyone says
- Ends with “contact us”
An article people keep
- Answers in the first two sentences
- Adds what only you know
- Ends with the one next step that fits
Today, with AI
An article takes minutes to draft now, so results fill with the same answer in different words. Your prices, your cases and your opinion are what nobody else can write.
People also ask AI assistants these questions directly. They quote pages that answer in the first lines.
What AI does well
Finding the questions people ask, drafting the outline and a first version, and checking claims against your documents.
Where it goes wrong
Without your facts it writes a general article, sometimes with numbers that sound right and aren't. In the studio, the Fact check tab asks about every claim it can't confirm.
What stays yours
The question worth answering, the real numbers, and the example from your own work.
Check yourself
Do it in the studio
Try it here first
Plan one article
One question, answered first, proved with what only you have. Write it from this plan, or hand the plan to the studio.
Yours
Question: how much does a brand film cost. First two sentences: from £3,500, and here is what makes it cost more. Proof: three films we made, and what each one needed. Next step: see the packages and book a call.
- 01
Open Articles and its Keyword map tab: the questions found from your report, your searches and your competitors.
free - 02
Write the article yourself from your plan above, with the answer first.
free - 03
Or have it drafted: type the question under Your own topic on Ideas and press Write it, cover included.
40 credits - 04
On the draft, answer the Fact check, then press Make it yours and Add mine to put your own example in.
free - 05
Press Publish on your domain, or Download text & pictures and then I published it myself.
free
Done when One article answers a customer's question in its first two sentences, with an example only you could give.
Go deeper
University courses on the same topic, if you want to go further.
University of Illinois, on Coursera
Digital Marketing: Customer Engagement StrategyWriting for people and for search engines and AI answers. Free to audit
Harvard Business School Online
Digital Marketing Strategy and AI, Module 4: Owned and Earned Media in the AI EraYour own pages, what others say about you, and how to plan content