The questions killing your conversion

Let me give you context - a quick recap from my previous newsletters.

I worked at Bitpanda - a crypto exchange and the fastest-growing company in Austria and the first unicorn. They stopped growing when they had around 2M users. We were analyzing everything and throwing marketing tactics at the wall.

I know we weren’t the only ones (yes, I’m looking at you, my friend).

When we did our research, we realized we were still talking and acting like our first customer segment - our fans, crypto bros from Twitter.

It was easy to sell to them.

They loved us, we knew their language, we didn’t need to explain anything.

But the problem? We already had almost “all” the users who were early adopters. And we wanted to go mainstream.

So we realized a huge majority of people interested in investing (who actually had the capacity) were high-earning millennials. These people wanted to start investing but felt intimidated - they didn’t know where to start.

But the hardest part was: how to get to them.

We knew they wanted to start and didn’t know how.

A lot of them would install our app, stare at the screen, and close it.

Why didn’t they buy anything?

What did they need from us?

After doing research and talking to these people, this is what we discovered:

∙ These customers had NO idea how investing works

∙ Scared it was like gambling

∙ Afraid they’d lose all their money

∙ HUGE stigma around money and not knowing “basic” financial stuff

The main feeling was… SHAME.

But our actual problem was - they weren’t asking us questions

Not on Twitter (they weren’t there).

Not calling customer support (too embarrassed).

Silent confusion was our conversion killer.

This is where it gets interesting and what I saw most companies do wrong:

They answer the questions customers ARE asking - FAQ sections, support docs, blog posts.

But the REAL barriers are the questions people are too ashamed to ask!

“What’s a stock?”

“Will I lose everything?”

“Am I stupid for not knowing this?”

Where we looked:

∙ Customer support: what are people calling about?

∙ Twitter: what are our (old) crypto users asking?

∙ But also what are people NOT asking but definitely wondering?

We found this pattern:

Vocal minority asked detailed questions.

Silent majority had BASIC questions they wouldn’t ask out loud.

The unasked questions were where the real fear lived.

Things like:

“Can I start with €10?”

“What if Bitpanda fails, where is my money?”

“What the hell is digital gold? Does it exist as real gold somewhere?”

Why this matters:

If you only answer what people ask, you’re missing 90% of your audience. The people who DON’T ask are your actual growth opportunity. They’re the ones stuck in silent confusion and they NEED you.

Our campaign “THERE ARE NO STUPID QUESTIONS” was born 👶

This is what we did:

∙ Launched a YouTube series: “There Are No Stupid Questions”

∙ Literally answered EVERYTHING

∙ Mix of questions from support, Twitter, AND the ones we knew people were thinking but not asking

Our approach was super transparent, no judgment, approachable tone.

We didn’t assume ANY prior knowledge - made it okay to not know.

“Here’s what a stock is. Here’s why people invest.”

“Here’s what happens if the market crashes.”

“Here’s where our actual gold is.”

“This is how fractional stocks work.”

That‘s why “no stupid questions” worked:

∙ Removed the shame barrier

∙ People didn’t have to expose their ignorance to get answers

∙ They could watch privately and learn

∙ We became the trusted guide, not the intimidating

(This is about their psychological safety 👉 that’s how we won their trust)

The result was the absolute success.

∙ Users felt understood BEFORE they even signed up

∙ Trust built at scale - we didn’t need 1:1 conversations

∙ Our positioning (“transparent, approachable fintech”) became REAL, not just a tagline

∙ Content did the heavy lifting for the product team

Your customers’ biggest barriers aren’t rational objections. They’re emotional: fear, shame, and confusion. If you only address what people openly ask, you’re missing the real problem.

What to do:

1. List out the questions your team hears all the time

2. Then ask: What are people NOT asking but definitely wondering?

3. Create content that answers those proactively

4. Make it safe for people to not know

Don’t bury this in FAQ sections nobody reads.

Put it front and center:

∙ YouTube videos

∙ LinkedIn posts

∙ Email sequences

∙ Website copy

Make it okay to not know.

ONE LAST THING

Your customer is on your site right now. Finger hovering over “buy.” Question sitting in their chest. They close the tab.

Answer the question they won’t ask.

P.S. I’m launching video content where I break down these patterns in detail. First video on this topic drops next week. Reply if you want early access.

P.P.S. If you found this helpful, forward it to a founder friend who’s stuck throwing tactics at the wall. They’ll thank you.

See you next week,

If you liked this newsletter, let me know. Reading all my emails. 💌

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