{
 "name": "What buyers ask before hiring a video editor",
 "description": "What 698 buyers said in their first message to a video editor (Jul 9 to Sep 22, 2026): what they want edited, what they send, the questions they ask before ordering. Shares and counts per category; cells under 10 threads are suppressed.",
 "about": "Mark Studios buyer conversations (mostly marketplace inquiries), leads first answered Jul 9 - Sep 22, 2026. 704 threads, 698 first contacts. Cells under 10 threads suppressed. Method: https://www.markstudios.com/research/what-buyers-ask-before-hiring-a-video-editor#how-we-analyzed-the-conversations",
 "source_page": "https://www.markstudios.com/research/what-buyers-ask-before-hiring-a-video-editor",
 "json": "https://www.markstudios.com/data/buyer-questions.json",
 "csv": "https://www.markstudios.com/research/what-buyers-ask-before-hiring-a-video-editor/buyer-questions.csv",
 "license": {
  "name": "CC BY 4.0",
  "url": "https://creativecommons.org/licenses/by/4.0/"
 },
 "license_note": null,
 "attribution": "Mark Studios, \"What Buyers Ask Before Hiring a Video Editor,\" https://www.markstudios.com/research/what-buyers-ask-before-hiring-a-video-editor",
 "updated": "2026-10-08",
 "fields": [
  "table",
  "row",
  "share_pct",
  "count",
  "base",
  "note"
 ],
 "count": 148,
 "rows": [
  {
   "table": "What the first message does",
   "row": "Describes raw footage they already have",
   "share_pct": 42,
   "count": null,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What the first message does",
   "row": "Asks for a professional, polished or cinematic result",
   "share_pct": 33,
   "count": null,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What the first message does",
   "row": "Frames the project as growth, views or retention",
   "share_pct": 23,
   "count": null,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What the first message does",
   "row": "Wants a reliable long-term editor",
   "share_pct": 13,
   "count": null,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What the first message does",
   "row": "Is launching a channel",
   "share_pct": 7,
   "count": null,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What the first message does",
   "row": "Includes a link or a 'like this' reference",
   "share_pct": 55,
   "count": 384,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Price, cost or rate",
   "share_pct": 22.9,
   "count": 160,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Turnaround or deadline",
   "share_pct": 7.3,
   "count": 51,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Samples or niche experience",
   "share_pct": 6.4,
   "count": 45,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Matching a style or reference",
   "share_pct": 5.6,
   "count": 39,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Ongoing or monthly work",
   "share_pct": 4.2,
   "count": 29,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Music, sound effects or licensing",
   "share_pct": 3.2,
   "count": 22,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "How to send footage or files",
   "share_pct": 2.9,
   "count": 20,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Scripts, ideas, titles or SEO",
   "share_pct": 2.7,
   "count": 19,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Availability or start date",
   "share_pct": 2.7,
   "count": 19,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Software, tools or AI",
   "share_pct": 2.1,
   "count": 15,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions at first contact",
   "row": "Format, aspect ratio or length",
   "share_pct": 1.6,
   "count": 11,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Price, cost or rate",
   "share_pct": 32.5,
   "count": 229,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Turnaround or deadline",
   "share_pct": 10.7,
   "count": 75,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Samples or niche experience",
   "share_pct": 8.9,
   "count": 63,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Matching a style or reference",
   "share_pct": 9.7,
   "count": 68,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Ongoing or monthly work",
   "share_pct": 5.5,
   "count": 39,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Music, sound effects or licensing",
   "share_pct": 7.8,
   "count": 55,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "How to send footage or files",
   "share_pct": 8.8,
   "count": 62,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Scripts, ideas, titles or SEO",
   "share_pct": 10.9,
   "count": 77,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Software, tools or AI",
   "share_pct": 5.0,
   "count": 35,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "Questions anywhere in the thread",
   "row": "Format, aspect ratio or length",
   "share_pct": 6.1,
   "count": 43,
   "base": 704,
   "note": "share of threads; inflated by engagement"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Shorts, Reels or TikTok videos",
   "share_pct": 34,
   "count": 240,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "YouTube long-form videos",
   "share_pct": 27,
   "count": 189,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Ads and promo videos",
   "share_pct": 11,
   "count": 77,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Thumbnails",
   "share_pct": 10,
   "count": 72,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Wedding, event or family videos",
   "share_pct": 10,
   "count": 67,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Voiceover or narration",
   "share_pct": 9,
   "count": 66,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Corporate or explainer videos",
   "share_pct": 9,
   "count": 65,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Intros or outros",
   "share_pct": 9,
   "count": 61,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Motion graphics",
   "share_pct": 7,
   "count": 50,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "On-site filming or photography",
   "share_pct": 7,
   "count": 47,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Documentary or storytelling edits",
   "share_pct": 6,
   "count": 45,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Channel strategy or management",
   "share_pct": 6,
   "count": 45,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Course or educational videos",
   "share_pct": 6,
   "count": 40,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "A website",
   "share_pct": 6,
   "count": 39,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Faceless, AI or stock-footage videos",
   "share_pct": 5,
   "count": 33,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Music videos",
   "share_pct": 4,
   "count": 26,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Real estate videos",
   "share_pct": 3,
   "count": 24,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Gaming videos",
   "share_pct": 3,
   "count": 23,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Podcast edits",
   "share_pct": 3,
   "count": 18,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "What buyers ask for at first contact",
   "row": "Sports highlights",
   "share_pct": 2,
   "count": 17,
   "base": 698,
   "note": "share of first contacts"
  },
  {
   "table": "Platforms named at first contact",
   "row": "YouTube",
   "share_pct": 42,
   "count": null,
   "base": 698,
   "note": "share of first contacts; LinkedIn suppressed"
  },
  {
   "table": "Platforms named at first contact",
   "row": "Instagram",
   "share_pct": 21,
   "count": null,
   "base": 698,
   "note": "share of first contacts; LinkedIn suppressed"
  },
  {
   "table": "Platforms named at first contact",
   "row": "TikTok",
   "share_pct": 10,
   "count": null,
   "base": 698,
   "note": "share of first contacts; LinkedIn suppressed"
  },
  {
   "table": "Platforms named at first contact",
   "row": "Facebook or Meta",
   "share_pct": 6,
   "count": null,
   "base": 698,
   "note": "share of first contacts; LinkedIn suppressed"
  },
  {
   "table": "Video lengths named at first contact",
   "row": "Under 1 minute",
   "share_pct": 21.5,
   "count": 100,
   "base": 466,
   "note": "share of length mentions"
  },
  {
   "table": "Video lengths named at first contact",
   "row": "1 to 5 minutes",
   "share_pct": 27.9,
   "count": 130,
   "base": 466,
   "note": "share of length mentions"
  },
  {
   "table": "Video lengths named at first contact",
   "row": "5 to 15 minutes",
   "share_pct": 19.1,
   "count": 89,
   "base": 466,
   "note": "share of length mentions"
  },
  {
   "table": "Video lengths named at first contact",
   "row": "15 to 30 minutes",
   "share_pct": 13.1,
   "count": 61,
   "base": 466,
   "note": "share of length mentions"
  },
  {
   "table": "Video lengths named at first contact",
   "row": "30 to 60 minutes",
   "share_pct": 6.9,
   "count": 32,
   "base": 466,
   "note": "share of length mentions"
  },
  {
   "table": "Video lengths named at first contact",
   "row": "Over 60 minutes",
   "share_pct": 11.6,
   "count": 54,
   "base": 466,
   "note": "share of length mentions"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "footage",
   "share_pct": null,
   "count": 306,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "style",
   "share_pct": null,
   "count": 233,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "professional",
   "share_pct": null,
   "count": 184,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "video editing",
   "share_pct": null,
   "count": 164,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "clips",
   "share_pct": null,
   "count": 134,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "reference",
   "share_pct": null,
   "count": 133,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "raw footage",
   "share_pct": null,
   "count": 112,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "clean",
   "share_pct": null,
   "count": 103,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "Reels",
   "share_pct": null,
   "count": 97,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "Shorts",
   "share_pct": null,
   "count": 92,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "brand",
   "share_pct": null,
   "count": 92,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "captions",
   "share_pct": null,
   "count": 82,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "TikTok",
   "share_pct": null,
   "count": 81,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "video editor",
   "share_pct": null,
   "count": 77,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "budget",
   "share_pct": null,
   "count": 76,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "quote",
   "share_pct": null,
   "count": 72,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "YouTube channel",
   "share_pct": null,
   "count": 63,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "transitions",
   "share_pct": null,
   "count": 63,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "cuts",
   "share_pct": null,
   "count": 62,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "turnaround",
   "share_pct": null,
   "count": 61,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "Google Drive",
   "share_pct": null,
   "count": 48,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "corporate",
   "share_pct": null,
   "count": 46,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "subtitles",
   "share_pct": null,
   "count": 31,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "deadline",
   "share_pct": null,
   "count": 29,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "ads",
   "share_pct": null,
   "count": 26,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "promotional",
   "share_pct": null,
   "count": 17,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "tutorial",
   "share_pct": null,
   "count": 16,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "course",
   "share_pct": null,
   "count": 14,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "monthly",
   "share_pct": null,
   "count": 40,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "ongoing",
   "share_pct": null,
   "count": 52,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "polished",
   "share_pct": null,
   "count": 57,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, first contact",
   "row": "cinematic",
   "share_pct": null,
   "count": 51,
   "base": 698,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "footage",
   "share_pct": null,
   "count": 445,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "style",
   "share_pct": null,
   "count": 362,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "professional",
   "share_pct": null,
   "count": 249,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "clips",
   "share_pct": null,
   "count": 248,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "reference",
   "share_pct": null,
   "count": 308,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "raw footage",
   "share_pct": null,
   "count": 181,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "clean",
   "share_pct": null,
   "count": 217,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "Reels",
   "share_pct": null,
   "count": 146,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "Shorts",
   "share_pct": null,
   "count": 166,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "brand",
   "share_pct": null,
   "count": 173,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "captions",
   "share_pct": null,
   "count": 156,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "TikTok",
   "share_pct": null,
   "count": 139,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "video editor",
   "share_pct": null,
   "count": 100,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "budget",
   "share_pct": null,
   "count": 175,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "quote",
   "share_pct": null,
   "count": 196,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "YouTube channel",
   "share_pct": null,
   "count": 95,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "transitions",
   "share_pct": null,
   "count": 122,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "cuts",
   "share_pct": null,
   "count": 143,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "turnaround",
   "share_pct": null,
   "count": 128,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "Google Drive",
   "share_pct": null,
   "count": 128,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "corporate",
   "share_pct": null,
   "count": 62,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "subtitles",
   "share_pct": null,
   "count": 62,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "deadline",
   "share_pct": null,
   "count": 134,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "ads",
   "share_pct": null,
   "count": 57,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "promotional",
   "share_pct": null,
   "count": 29,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "tutorial",
   "share_pct": null,
   "count": 47,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "course",
   "share_pct": null,
   "count": 54,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "monthly",
   "share_pct": null,
   "count": 60,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "ongoing",
   "share_pct": null,
   "count": 82,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "polished",
   "share_pct": null,
   "count": 89,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, whole thread",
   "row": "cinematic",
   "share_pct": null,
   "count": 90,
   "base": 704,
   "note": "threads using the term"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "YouTube editor",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "editor for my channel",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "repurpose",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "podcast clips",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "jump cut",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "VSL",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "video sales letter",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "UGC",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "ad creative",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "explainer",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "testimonial",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "webinar",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Buyer vocabulary, rarely used",
   "row": "a well-known creator's name",
   "share_pct": null,
   "count": "<10",
   "base": 698,
   "note": "exact count suppressed"
  },
  {
   "table": "Objections and stalls",
   "row": "Let me think, check with my team, or come back later",
   "share_pct": 11.5,
   "count": 81,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "The price is over budget, or the budget is fixed",
   "share_pct": 9.8,
   "count": 69,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "Needs it fast",
   "share_pct": 8.9,
   "count": 63,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "Wants a guarantee, usually of views or results",
   "share_pct": 5.0,
   "count": 35,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "Asks for a lower price or a volume discount",
   "share_pct": 4.8,
   "count": 34,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "Wants a call before deciding",
   "share_pct": 2.8,
   "count": 20,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "Has already hired someone else",
   "share_pct": 1.4,
   "count": 10,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Objections and stalls",
   "row": "Was let down by, or is testing, another editor",
   "share_pct": 1.4,
   "count": 10,
   "base": 704,
   "note": "share of threads"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "All new buyers",
   "share_pct": null,
   "count": 95,
   "base": 515,
   "note": "ordered within 60 days; baseline"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "Asked about price in their first messages",
   "share_pct": null,
   "count": 21,
   "base": 121,
   "note": "ordered within 60 days; first contact"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "Asked for samples or niche examples in their first messages",
   "share_pct": null,
   "count": 1,
   "base": 32,
   "note": "ordered within 60 days; first contact"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "Said they were launching a channel",
   "share_pct": null,
   "count": 12,
   "base": 36,
   "note": "ordered within 60 days; first contact"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "Said \"let me think\" or similar",
   "share_pct": null,
   "count": 28,
   "base": 55,
   "note": "ordered within 60 days; anywhere in the thread"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "Mentioned a rush or a deadline",
   "share_pct": null,
   "count": 16,
   "base": 35,
   "note": "ordered within 60 days; anywhere in the thread"
  },
  {
   "table": "Order signals among new buyers (directional)",
   "row": "Said the price was over their budget",
   "share_pct": null,
   "count": 15,
   "base": 47,
   "note": "ordered within 60 days; anywhere in the thread"
  }
 ]
}