The best content brief is already written and it sits in your customer service chat. Every query that repeats is a buying objection somebody failed to settle in time on the listing or the page.

How to extract it

Take the last two hundred WhatsApp conversations, the marketplace questions and the comments, and group by theme. Within two hours, five to eight recurring doubts appear. Copy the customer's exact words, because they are what the next one will type.

The most common objections here

Almost always four: how long shipping takes and which provinces it reaches, how to pay and whether there are instalments, whether it can be exchanged or returned and who pays the freight, and what warranty the product actually carries. On high ticket purchases a fifth appears: whether the company will still exist.

One video per objection

Twenty to forty seconds, opening with the customer's literal question. After the question comes the proof, not the explanation: if the doubt is size, up comes the measurement; if it is wear, up comes the part after six months of use.

Where they get used

In the listing, under the price. In chat, as a saved reply. And in the post purchase email or message. The same video cuts repeat queries, cuts returns and lifts conversion, three benefits from one spend.

Do not dress up the answer

If shipping to the interior takes ten days, the video says ten days. Suggesting it arrives sooner produces a public complaint, a bad review and a damaged reputation. An objection is defused with a concrete fact, not with optimism.

Keep reading

Find creators for your objections →

Frequently asked questions

Where do the objections come from?

Chat, marketplace and comments.

How many videos do I need?

One per objection, five to eight.

How long should they be?

Twenty to forty seconds.

What if the objection is true?

State the real figure, unvarnished.