100 words on…where did you hear about us?

It’s a question almost designed for heartbreak. A blank stare and a fading ‘ummm…’

Anecdotally, businesses across every category imaginable tell me the same thing: most consumers don’t remember. Not great for SMEs wanting to know how their marketing mix is working.

One idea – try it as a leading question. ‘Did you see our TV ad…?’

You’re eliciting a response by giving your customer a narrower frame of reference. It can trigger a useful response as they replay in their mind exactly how they found you.

Invite them to think, but constructively. The answer’s usually there. Change the question and you may find it.