{"id":9990,"date":"2023-06-20T13:54:33","date_gmt":"2023-06-20T13:54:33","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/"},"modified":"2023-06-20T13:54:33","modified_gmt":"2023-06-20T13:54:33","slug":"elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/","title":{"rendered":"Elevate your PPC with ChatGPT: The art of asking disconfirming questions"},"content":{"rendered":"<p>Have you tried to use generative AI in your digital marketing but found that it behaves more like \u201c<a href=\"https:\/\/thecleverest.com\/gpt3-is-just-spicy-autocomplete\/\" target=\"_blank\" rel=\"noopener noreferrer\">spicy autocomplete<\/a>\u201d than actual intelligence? <\/p>\n<p>Try using disconfirming questions. Here\u2019s how.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#The_power_of_disconfirming_questions\" >The power of disconfirming questions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#How_disconfirming_questions_can_benefit_your_digital_marketing_strategy\" >How disconfirming questions can benefit your digital marketing strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#How_to_uncover_untapped_marketing_opportunities_with_disconfirming_questions\" >How to uncover untapped marketing opportunities with disconfirming questions\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#Landing_page_disconfirming_questions\" >Landing page disconfirming questions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#Audience_disconfirming_questions\" >Audience disconfirming questions<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#Client_disconfirming_questions\" >Client disconfirming questions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/06\/20\/elevate-your-ppc-with-chatgpt-the-art-of-asking-disconfirming-questions\/#Driving_innovation_in_ChatGPT_with_disconfirming_questions\" >Driving innovation in ChatGPT with disconfirming questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_power_of_disconfirming_questions\"><\/span>The power of disconfirming questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Disconfirming questions challenge what you already believe or think is true.\u00a0<\/p>\n<p>Instead of asking questions that agree with your ideas, disconfirming questions encourage you to question and explore different possibilities.<\/p>\n<p>Contrast this with confirming questions, which seek validation and reinforce existing perspectives.<\/p>\n<p>Notice the difference between these two questions and the answers they\u2019ll elicit:<\/p>\n<p><strong>Confirming:<\/strong> Do you agree this new feature will greatly enhance the user experience?<\/p>\n<p><strong>Disconfirming:<\/strong> What potential drawbacks or challenges might arise from implementing this new feature, and how might they impact the user experience?<\/p>\n<p>How you ask a question has a big impact on the response.<\/p>\n<p>In a <a href=\"https:\/\/ozanvarol.com\/the-secret-to-asking-better-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wharton study<\/a>, participants were asked to play the role of a salesperson selling a used iPod. They were told the iPod had crashed twice in the past, wiping out all the music stored in it.<\/p>\n<p>The researchers wanted to see what types of questions would lead the sellers to disclose the problem. Here are the questions from the experiment:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>When asked, \u201cWhat can you tell me about the iPod?\u201d fewer than one in 10 sellers disclosed the problem. More than 10x as many sellers disclosed the crash when asked, \u201cWhat problems does it have?\u201d<\/p>\n<p>I borrowed this experiment to see how <a href=\"https:\/\/searchengineland.com\/what-is-chatgpt-and-why-seos-should-care-392165\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> would change its responses based on the questions I gave. Here\u2019s how it went:<\/p>\n<p><strong>Prompt A:<\/strong> \u201c<em>I would like to buy this used iPod. What can you tell me about it?<\/em>\u201c<\/p>\n<p><strong>ChatGPT response:<\/strong> <em>\u201c\u2026iPod models vary in terms of features, storage capacity, and generation. Please provide me with the necessary details or any identifying information about the iPod so that I can assist you better.\u201d<\/em><\/p>\n<p>After confirming that it\u2019s a language model and informing me it would need more specific details, the response is a vague overview of the differences between iPod models.\u00a0<\/p>\n<p>Compare that answer to the one it provides for a disconfirming question:<\/p>\n<p><strong>Prompt C:<\/strong> \u201c<em>I would like to buy this used ipod. What problems does it have?<\/em>\u201c<\/p>\n<p><strong>ChatGPT response:<\/strong> <em>\u201c\u2026I don\u2019t have access to specific information about the individual iPod you\u2019re referring to. However, when buying a used iPod, it\u2019s important to consider potential issues that could arise. Here are some common problems that could affect a used iPod:<\/em><\/p>\n<p><strong>Potential Issues<\/strong><strong>Description<\/strong>Battery LifeThe battery may not hold a charge as well as it did when the iPod was new, resulting in shorter battery life and more frequent charging.Physical ConditionUsed iPods may have scratches, dents, or other signs of wear and tear. It\u2019s important to assess the physical condition of the device through pictures or inspection.Screen IssuesThe iPod\u2019s screen may have dead pixels, discoloration, or backlight problems. Check for any visible screen defects or irregularities.FunctionalityVerify that all buttons, ports, and features of the iPod are working correctly. Test the headphone jack, volume buttons, and other essential functions.Software and CompatibilityEnsure the iPod is compatible with the software and operating system versions you plan to use. Older iPod models may not support the latest updates or apps.Storage CapacityConfirm the exact storage capacity of the iPod and ensure it matches your requirements. Verify that the advertised storage size is accurate.<\/p>\n<p><em>To minimize the risk, consider purchasing from reputable sellers with good ratings or warranties, if available. Additionally, ask the seller about any known issues or defects the iPod may have before making a final decision.\u201d<\/em><\/p>\n<p>The second prompt didn\u2019t provide any extra information, but the response gave me an action plan to ensure I get a working iPod.<\/p>\n<p>Much like the sellers in the original Wharton study, ChatGPT seeks to answer the specific questions we ask.\u00a0<\/p>\n<p>This means we can influence the quality of responses we get based on the prompts we provide.\u00a0<\/p>\n<p>Asking disconfirming questions to generative AI can result in more transparent and useful responses.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_disconfirming_questions_can_benefit_your_digital_marketing_strategy\"><\/span>How disconfirming questions can benefit your digital marketing strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While disconfirming questions are useful in most professions, they\u2019re especially valuable in digital marketing, where the volume of data and lurking variables can easily lead to the wrong conclusions.<\/p>\n<p>Using disconfirming questions in your marketing strategy can help you:<\/p>\n<p><strong>Avoid confirmation bias<\/strong> by actively seeking evidence that contradicts your assumptions or initial interpretations.<\/p>\n<p><strong>Uncover hidden patterns<\/strong> by digging deeper, exploring outliers, and considering alternative perspectives.<\/p>\n<p><strong>Test assumptions<\/strong> by adopting a more rigorous approach to data interpretation.<\/p>\n<p>All this drives more accurate data and conclusions, leading to better results.<\/p>\n<p>Building a practice of asking high-quality disconfirming questions also contributes to professional growth, including:<\/p>\n<p><strong>Critical thinking skills:<\/strong> Develop a more balanced and objective perspective as you seek ideas and viewpoints that contradict your current understanding.<\/p>\n<p><strong>Breakthrough innovation:<\/strong> Challenge conventional wisdom and question the status quo to find innovative insights that would have been overlooked.<\/p>\n<p><strong>Strengthened problem-solving abilities<\/strong>: Build a more holistic and complete analysis of a situation to identify new angles and potential solutions.<\/p>\n<p>When paired with generative AI, the benefits of disconfirming questions are even more powerful.\u00a0<\/p>\n<p>That\u2019s because you can use generative AI as a brainstorming partner, giving you guidance and answers to otherwise rhetorical questions. AI can help you:<\/p>\n<p><strong>Identify diverse perspectives<\/strong>: Generative AI can provide fresh and diverse perspectives you may not have considered.<\/p>\n<p><strong>Overcome mental blocks<\/strong>: Get help with new ideas, alternative viewpoints, and unexpected connections.<\/p>\n<p><strong>Collaborative iteration<\/strong>: Use AI iteratively, ask follow-up questions and challenge responses, and bring your own judgment and expertise to the conversation for a productive and interactive dialogue.\u00a0<\/p>\n<p>Let\u2019s look at specific digital marketing areas where you can combine disconfirming questions and generative AI for powerful results.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_uncover_untapped_marketing_opportunities_with_disconfirming_questions\"><\/span>How to uncover untapped marketing opportunities with disconfirming questions\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To make the most of your prompts and questions, it&#8217;s important to start by clearly understanding the problem. When problems are well-defined, they become easier to solve.\u00a0<\/p>\n<p>So, before creating your prompts and questions, take the time to grasp the problem and its details fully. This will help you develop effective prompts and questions that lead to meaningful solutions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Landing_page_disconfirming_questions\"><\/span>Landing page disconfirming questions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your <a href=\"https:\/\/searchengineland.com\/guide\/what-is-paid-search\" target=\"_blank\" rel=\"noopener\">PPC<\/a> ads&#8217; success depends on a high-converting landing page, but landing page development is often a different discipline than digital marketing.\u00a0<\/p>\n<p>If you work on landing pages, these questions can help your process.<\/p>\n<p>If you aren\u2019t directly responsible for landing pages or don\u2019t feel comfortable weighing in on edits, you can provide high-quality feedback as a value-add.<\/p>\n<p>Here\u2019s how to use generative AI to identify improvements to increase conversion rates.<\/p>\n<p>First, paste your landing page content into the prompt box, or use a<a href=\"https:\/\/openai.com\/blog\/chatgpt-plugins\" target=\"_blank\" rel=\"noopener noreferrer\"> plugin<\/a> to connect to the page directly. Then ask disconfirming questions, such as these sample prompts:<\/p>\n<p><strong>Prompt:<\/strong><em> \u201cWhat is missing from the landing page that might keep a customer from buying?\u201d<\/em><\/p>\n<p>ChatGPT can provide feedback on specific elements (such as product descriptions or CTA buttons), usability and navigation, value propositions, social proof and trust signals, and persuasive content.<\/p>\n<p><strong>Prompt: <\/strong><em>\u201cWhat elements or features of my landing page could be confusing or misleading to visitors, and how can I clarify them?\u201d<\/em><\/p>\n<p>ChatGPT can analyze your page\u2019s clarity of messaging, message hierarchy, navigation, consistency and trustworthiness, and the potential of information overload and provide recommendations for improvement.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audience_disconfirming_questions\"><\/span>Audience disconfirming questions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Many prebuilt prompts for audience insights address strictly demographic data, such as asking about the age range of your target market.<\/p>\n<p>What if instead you ask disconfirming questions like:<\/p>\n<p><strong>Prompt:<\/strong><em> \u201cWhat are some potential biases or assumptions that I may have about my audience, and how can I challenge them?\u201d<\/em><\/p>\n<p>ChatGPT can help identify potential behavior assumptions about your audience, such as their decision-making process, cultural or linguistic biases, psychographic assumptions (like motivations and needs), and demographic assumptions.<\/p>\n<p><strong>Prompt: <\/strong><em>\u201cWhat are some reasons why my audience might not be interested in my product or service, despite its benefits and features?\u201d<\/em><\/p>\n<p>ChatGPT can help you consider factors like misaligned value propositions, brand awareness (or lack thereof), the effectiveness of targeting, competitive landscape, communication gaps, and price and affordability.<\/p>\n<p>You can also use disconfirming questions to identify new target audiences (&#8220;<em>Could there be a different demographic group that would benefit from our product\/service that we haven&#8217;t considered?<\/em>\u201d), or to evaluate specific audience segments (\u201c<em>How might our marketing messages be perceived differently by diverse segments of our audience<\/em>?&#8221;).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Client_disconfirming_questions\"><\/span>Client disconfirming questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Managing digital marketing and managing client expectations are two different skill sets. Fortunately, ChatGPT can help with both.\u00a0<\/p>\n<p><strong>Prompt: <\/strong><em>\u201cWhat are some potential objections or concerns my client may have about my marketing strategies, and how can I address them in a clear and effective manner?\u201d<\/em><\/p>\n<p>ChatGPT can help anticipate and address issues your clients may have with strategy, messaging, measurement, reporting, positioning, brand identity, or budgets.\u00a0<\/p>\n<p><strong>Prompt:<\/strong><em> \u201cCan you think of any reasons why my client may not be satisfied with my current communication approach, and how can I improve it?\u201d<\/em><\/p>\n<p>No one\u2019s a perfect communicator. ChatGPT can reveal issues with clarity, frequency, personalization, channel selection, feedback methods and use of visuals to make your client communication more effective.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Driving_innovation_in_ChatGPT_with_disconfirming_questions\"><\/span>Driving innovation in ChatGPT with disconfirming questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The best way to use generative AI is through collaboration. <\/p>\n<p>Combine your own knowledge, creativity and experience with the power of disconfirming questions to drive high-value discussions, get better results and grow professionally.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/ppc-chatgpt-disconfirming-questions-428377\" target=\"_blank\" rel=\"noopener\">Elevate your PPC with ChatGPT: The art of asking disconfirming questions<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Have you tried to use generative AI in your digital marketing but found that it behaves more like \u201cspicy autocomplete\u201d than actual intelligence? Try using disconfirming questions. Here\u2019s how. The power of disconfirming questions Disconfirming questions challenge what you already believe or think is true.\u00a0 Instead of asking questions that agree with your ideas, disconfirming questions encourage you to question and explore different possibilities. Contrast this with confirming questions, which seek validation and reinforce existing perspectives. Notice the difference between these two questions and the answers [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-9990","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=9990"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9990\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=9990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=9990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=9990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}