---
title: Write good questions
description: Questions decide what Sommet measures. Write the ones your buyers ask AI assistants before they choose a product, in their own words.
---

Sommet writes your first questions from your homepage. They are a draft. Spend ten minutes on them before the first collection: every number and action depends on them.

## Rules

1. **Write as a buyer, not as a marketer.** "What is the best tool to track invoices for a 10-person agency?", not "Leading invoice management platform".
2. **Do not name your product.** A question that names you measures your brand search, not your visibility. Keep a few brand questions at most, for example "Is Acme good for agencies?".
3. **Cover the moments of a purchase.** Mix the four kinds below.
4. **One need per question.** Split "cheap and secure and for agencies" into the need that matters most.
5. **Use your buyers' words.** Take them from sales calls, support tickets, reviews and the queries in Search Console.
6. **Stay in your market.** Remove questions about a country, a size or a use you do not serve.

## Four kinds of questions

| Kind       | Example                                                          | What it shows                                           |
| ---------- | ---------------------------------------------------------------- | ------------------------------------------------------- |
| Category   | "Best invoice tracking tools for agencies"                       | Whether you are in the shortlist                        |
| Problem    | "How do I stop chasing late client payments?"                    | Whether assistants connect your product to the pain     |
| Comparison | "Alternatives to [competitor]" or "[competitor] vs [competitor]" | Whether assistants offer you when a buyer names a rival |
| Constraint | "Invoice tool with a free plan and a French VAT export"          | Whether your differentiators are known                  |

## How many

Your plan sets the maximum per domain: 10 on the trial, 50 on Starter and 100 on Growth. Start with 20 to 30 good questions rather than the maximum. Add more when the first ones are stable.

## Run day

Sommet asks your questions once a week, at 06:00 UTC on Monday by default. Pick another day on the **Questions** page. A new day applies from next week, so this week's run keeps its day. The recap email leaves once the run is done.

## When to change them

- **Change a question** when it no longer matches how buyers talk. The new text counts from the next collection.
- **Do not rewrite questions to raise the score.** The mention rate is useful only if it measures what buyers really ask.

With the [MCP server](/docs/mcp) connected with write access, your assistant can also apply the changes for you. See [Clean up your questions](/docs/prompts/analyze-with-mcp#clean-up-your-questions).

**Ask your assistant to **draft questions** from your sales notes.**

> I sell [product] to [audience]. Here are notes from 10 sales calls and the top queries from my Search Console: [paste].
>
> Write 25 questions a buyer could ask ChatGPT before choosing a product like mine. Follow these rules:
>
> - Write as the buyer, in their words.
> - Do not name my product.
> - Mix category, problem, comparison and constraint questions.
> - One need per question, 15 words at most.
>
> Return a plain list.