Copywriting Tips: The right way… and the wrong way… to ask questions
When I first started writing copy, an early mentor of mine told me not to use questions as headlines until I was more experienced.
And I’m glad I listened to him.
Asking questions takes a lot of finesse and there are some little subtleties you really need to be aware of.
I’ll give you a few examples in a minute, but as a rule, there are three things you want to bear in mind when you’re asking questions:
1. Make sure the ONLY answer for a qualified buyer, will be “Yes.”
No sense asking someone a question and their answer is “No,” is it?
That’s not going to get you anywhere. After all, your headline’s got to be compelling enough to make them read the next sentence. And a “No” answer, isn’t what you’re shooting for here.
2. Second, the question should provoke curiosity.
Think about why some television shows are popular, for example. They’re about odd topics. Things you’re curious about.
Things like weird addictions… snobby hot affluent women behaving like children… and fancy super-expensive homes for sale all over the world.
All this stuff is pretty unusual and makes people curious.
And if someone’s curious about what you have to say, they’re going to read more, for sure.
3. Lastly, make sure the question implies a benefit, or a want, or a solution to an important problem your prospects are having.
After all, if there’s no self-interest… no one’s going to care.
Let’s take a look at a few different examples:
Sick And Tired Of Leaky Drains?
Want your dog to FINALLY Stop Barking?
Are you scared to walk up to your front door alone when you come home at night?
Keep these three rules in mind when you’re asking questions — and you may just be on to something.
Now go sell something, Craig Garber
P.S. Successful people aren’t 50 times smarter than you are — they just know “the wealth formula”
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