ChatGPT to boost your PPC: the art of asking questions that are not confirmed.

You may have tried using generative AI for your digital marketing, but it acts more like ” spicy Autocomplete than actual intelligence.

Use disconfirming questions. Here’s how.

Power of disconfirming questions

Questions that challenge your beliefs or assumptions are called disconfirming questions.

Disconfirming questions, instead of asking you questions that confirm your beliefs, encourages you to explore and question other possibilities.

Compare this to confirming questions that seek to validate and reinforce existing perspectives.

Note the differences between the two questions, and the responses they will elicit.

• Confirming Do You Agree This New Feature Will Enhance the User Experience?
• Disconfirming What are the potential challenges or drawbacks that could arise when implementing this feature? How might these impact on user experience and what might be done about them?

The way you ask a particular question can have a significant impact on its response.

Participants were asked to act as a used-iPod salesperson in a Wharton Study. The participants were told that the iPod crashed twice before, wiping all of the music from it.

Researchers wanted to know what questions would cause sellers to reveal the problem. Here are some of the questions that were asked in the experiment.

Less than 1 in 10 sellers revealed the problem when asked “What can I tell you about the iPod?” When asked “What are the problems with it?” more than 10 times as many sellers revealed that there was a crash.

This experiment was borrowed to see how chatGPT‘s responses would change based on my questions. This is how it went.

What can you tell me about it? What can you tell about it?

ChatGPT response “…iPods vary in features, storage capacity and generation. Please give me any identifying details about your iPod to help you better .”

The response, after confirming it was a language model but requesting more details from me, is a general overview of differences between iPod models.

Compare this answer with the one that it gives for a question that is disconfirming.

What problems does it have?” What are the problems?

I don’t know the specifics about the iPod that you are referring to. When buying a used Apple iPod, you should consider any potential problems that may arise. Here are a few common issues that can affect a used iPhone:

Potential Issues	Description
Battery Life	Battery life may be shorter and charging more often is necessary because the battery does not hold a charge like it used to when your iPod was brand new.
Physical Condition	There may be scratches, dents or other signs that the iPod has been used. You can assess the device’s physical condition by taking pictures or inspecting it.
Screen Issues	You may find that the iPod’s screen has dead pixels, discoloration or backlight issues. Look for any screen irregularities or defects.
Functionality	Test that the iPod’s buttons, ports and other features are all working properly. Test the volume buttons and headphone jack.
Software Compatibility	Verify that the iPod you intend to use is compatible with your software and operating systems. Some older iPod models might not be able to support the latest apps or updates.
Storage Capacity	Verify that the storage size of your iPod matches what you need. Verify the storage size advertised is accurate.

Consider purchasing from sellers who have good ratings and warranties if they are available. Ask the seller if the iPod has any known defects or issues before you make a decision .”

The second prompt did not provide any additional information. However, the response provided me with a plan of action to get a functioning iPod.

ChatGPT is similar to the original Wharton study in that it seeks answers to the questions we pose.

We can therefore influence the quality and quantity of the responses we receive based on our prompts.

By asking questions that are not confirmed, generative AI will provide more useful and transparent responses.

Disconfirming questions are beneficial to your digital marketing strategy

Disconfirming questions can be useful for most professionals, but they are especially important in digital marketing. The volume of data, and the hidden variables, can lead to incorrect conclusions.

Use disconfirming questions to improve your marketing strategy

• Avoid confirmation-bias, by actively searching for evidence that contradicts or challenges your initial assumptions.
• Discover hidden patterns through digging deeper, exploring outliers and alternative perspectives.
• Test assumptions by adopting a stricter approach to data interpretation.

This leads to more accurate data and conclusions which in turn lead to better results.

A practice of asking disconfirming questions that are high quality can also help to grow your professional career, such as:

• Develop critical thinking skills. Seek out ideas and perspectives that are contrary to your current understanding.
• Breakthrough Innovation: Challenge conventional knowledge and question the status-quo to discover innovative insights that may have been overlooked.
• Improved problem-solving skills: Conduct a holistic analysis to find new solutions and angles.

The benefits of disconfirming question are enhanced when combined with generative AI.

You can use AI to help you brainstorm, by giving you answers and guidance for questions that would otherwise be rhetorical. AI can help you:

• Identify different perspectives Generative AI is a powerful tool that can help you identify new and varied perspectives.
• Break through mental blocks : Find new ideas, alternate viewpoints and unexpected connections.
• Collaborative Iteration : Use AI iteratively. Ask follow-up questions, challenge responses and bring your judgment and expertise into the conversation to create a productive, interactive dialogue.

Look at some specific areas of digital marketing where you can combine disconfirming AI and generative questions for powerful results.

Disconfirming questions can help you uncover marketing opportunities that are not being exploited.

It’s crucial to first understand the problem in order to make the best use of your questions and prompts. Problems are easier to solve when they’re well-defined.

Take the time to understand the problem in all its details before you create your questions and prompts. You will be able to create prompts and questions which lead to effective solutions if you take the time to understand the problem.

Landing page disconfirming questions

The success of your PPC ad depends on the conversion rate of the landing page. Landing page development can be a completely different discipline from digital marketing.

These questions will help you if you are working on landing pages.

You can add value by providing high-quality feedback if you’re not directly responsible for landing page edits or you don’t want to be involved.

How to improve conversion rates using generative AI.

Use a plug-in or paste the content of your landing page into the prompt box. Ask disconfirming questions. Here are some sample prompts.

Prompt What is missing on the landing page to prevent a potential customer from purchasing?

ChatGPT provides feedback on elements such as product descriptions, CTA buttons, usability, navigation, value propositions and trust signals. It can also provide feedback for persuasive content, social proof, and trust signals.

Prompt What elements or features on my landing page might be confusing to visitors and how can I clarify these?

ChatGPT analyzes your site’s message clarity, hierarchy, navigation, trustworthiness and consistency, as well as the potential for information overload, and provides recommendations to improve.

Audience disconfirming questions

Some of the pre-built questions for audience insights are based on demographic information, such as asking your target market about their age range.

What if you asked questions that are not affirmative?

Prompt : What are some biases or assumptions I might have about my audience and how can they be challenged?

ChatGPT helps identify possible behavior assumptions about your target audience. These include their decision-making processes, cultural or language biases (such as motivations and needs), psychographic assumptions, and demographic assumptions.

Prompt What are some reasons that my audience may not be interested in the product or service I offer, despite all of its features and benefits?

ChatGPT helps you to consider factors such as misaligned values propositions, brand recognition (or lack of), effectiveness of targeting and competitive landscape. It also looks at communication gaps and price.

Use disconfirming questions for identifying new target audiences (Is there a demographic group we haven’t thought of that could benefit from our service/product?) or evaluating specific segments of the audience (What might be different perceptions by our audience members based on their diverse backgrounds?”). “).

Client disconfirming questions

Two different skills are required to manage digital marketing and client expectations. ChatGPT is able to help you with both.

Prompt What are some possible objections or concerns that my client might have about my marketing strategy, and how can i address them clearly and effectively?

ChatGPT is able to anticipate and resolve issues that your clients might have in relation to strategy, messaging measurement, reporting positioning, brand identity or budgets.

Prompt : Can you think of any reason why my client might not be satisfied with the communication approach I am currently using, and how could I improve it?

Everyone is not a great communicator. ChatGPT can help you identify issues such as clarity, frequency and personalization. It also reveals channel selections, feedback methods, visuals, and the use of visuals.

Disconfirming questions can help drive innovation in ChatGPT

Collaboration is the best way to utilize generative AI.

Use your knowledge, creativity, and experience to generate high-value conversations, improve results, and grow professionally.

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