The Information Customers Look For

They Come With Questions

A customer arrives at a listing with specific questions in mind: what does this do, where is it, is it open, how do I reach it. The listing's job is to answer those, not to say everything possible about the business.

A profile that talks past these questions, however much it says, fails the customer who only wanted a few plain facts and now has to hunt for them or give up.

Answer, Do Not Broadcast

The most useful listings answer the customer's real questions plainly and leave the broadcasting aside. A clear answer to what someone actually wanted to know beats a paragraph of things they did not ask.

A business that understands what customers look for, and puts exactly that where it is easy to find, serves them better than one that buries the answers in everything it wished to say.