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Asking questions in copy

by GuerrillaIM
13 replies
I have been writing copy last few days and at points I have been asking the reader questions. This feels quite natural to do this but I have been reading a blog for a NLP copywriter and he says emphatically that you should never ask the reader questions as it sends their minds elsewhere and stops them concentrating on the copy.

My gut feeling is to disagree with this. When a question is asked in an advert it usually catches my attention e.g. "Do you want cheaper car insurance?". Or before the call to action asking a question like "Sound good for far?" as if they answer yes before the money is asked for it gets them in right frame of mind and keeps them engaged.

Anyway, I thought I would throw it out there to see what people thought. Should you ask questions in your copy, yay or nay?
#copy #questions
  • Profile picture of the author travlinguy
    Everything depends on the context. I think it's fine to ask questions. But unless you want to lose control of the reader you better be answering them in a way to keep the persuasion momentum with you.

    Questions are a great way to grab the reader's attention. In fact, if you ask a really thought provoking or controversial question up front and just toy around with the answer as you move forward the reader is often unconsciously looking for the answer. This helps to keep them with you. And the really great thing about this technique is you eventually get to answer that question with your tailor-made solution.

    For every hard set rule in copywriting, marketing, romance, health, or life in general there are exceptions that make lots of sense. I guess we just have to know when to use the rule and when to use the exception. Good Luck!
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  • Profile picture of the author John_S
    I have beaten a control piece using a question headline, so I believe in using the question format.

    That said, it isn't an easy technique to get right. Even the "response curve" was different from other headlines.
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    • Profile picture of the author dorothydot
      Asking questions in copy is ver-ry tricky stuff. If you don't really know how, it's much better to leave this technique alone.

      If you must pose a question, for example as a way to exclude/include prospects:
      * Make the ones with a "yes" answer the ones that select your ideal prospects: Do you ever buy anything online? Would you like to buy this widget right now?
      * Instead of "yes/no" questions, use questions that begin with Who, What, Where, When, Why or How. This engages their mind and forces them into your text a bit more: Why would you settle for good-enough? Where do all the billionaires take their vacations?

      Hope this helps,
      Dot
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      "Sell the Magic of A Dream"
      www.DP-Copywriting-Service.com

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  • Profile picture of the author GuerrillaIM
    Paul - what about questions mid-copy?
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  • Profile picture of the author The Copy Nazi
    Banned
    Just make it a "loaded" question. As in, there is only one answer. One of the most imitated (and annoying, in my book) is the old "Who Else Wants?" head. It was originally used way back in Roman times when a copywriter called Senator John Caples penned "Who Else Wants a Whiter Wash?" and all the toga-scrubbing Roman housewives and slaves raised their hands.
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  • Profile picture of the author Raydal
    Questions serve several purposes in a sales letter one of which is to
    keep the "conversion" in the direction you want the prospect to go.

    99% of TV commercials start with a question. "Are you paying too
    much for car insurance?" The trick here is to ask a question that
    would both select your target audience ans whose answer is "Yes."

    On the other hand, questions cause the reader to think and there
    are times in the copy when you want them to ACT instead of
    "think about it" so every rule has its exception.

    -Ray Edwards
    Signature
    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author Paul Hooper-Kelly
      Hi Guys and Gals,

      One of the most effective ads of all time had a question headline:

      Do you make these mistakes in English?

      Max Sackheim wrote that over 80 years ago and I recall seeing it still running in the Reader's Digest well into the 1960s.

      And if that isn't endorsement enough, Gary Bencivenga used this variation (we copywriters are such thieves!):

      Do you make these mistakes in job interviews?

      ... in his 1995 ad for his own info product: "Interviews That Win Jobs".

      So what makes it so compelling?

      Because - provided you have targeted your ad correctly - the magic words are: "these mistakes".

      There are few other hot buttons so compelling as the feeling we could be missing out because (in this case) we MIGHT be doing something wrong!

      What's more, both these headlines hit two of the four Rs that motivate all humans. In fact, Gary hits two of them.

      * So, if we fear we might be "Making these mistakes in English" we could be risking ridicule and thus missing out on the RESPECT we all crave.

      * And, if we fear we might be "Making these mistakes in job interviews? We are risking not only ridicule and loss of RESPECT, but another important R - REWARD. Because if we are trying to get a job with a fat pay check, the last thing we want to do is blow it, cuz we make a mistake!

      Either way a correctly targeted question will intrigue and motivate the reader to start reading your body copy - which is, after all, the purpose of your headline.

      Warmest regards,

      Paul
      Signature
      If you want to stack the copywriting deck in your favor with tricks and hacks producing winners like: "$20K in three days" "650 sold" "30% conversion", then you might like to know I'm retiring and will spill the beans to two people. More info here.
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      • Profile picture of the author The Copy Nazi
        Banned
        Originally Posted by Paul Hooper-Kelly View Post

        Do you make these mistakes in job interviews?






        Can't help myself. I have to re-post this here (from my blog) -

        What Not To Put On Your Résumé - well not if you want the gig, that is.

        I am very detail-oreinted.


        My intensity and focus are at inordinately high levels, and my ability to complete projects on time is unspeakable.


        Thank you for your consideration. Hope to hear from you shorty!


        Enclosed is a ruff draft of my resume.


        It's best for employers that I not work with people.


        Here are my qualifications for you to overlook.


        I am a quick leaner, dependable, and motivated.


        If this resume doesn't blow your hat off, then please return it in the enclosed envelope.


        My fortune cookie said, "Your next interview will result in a job." And I like your company in particular.


        I saw your ad on the information highway, and I came to a screeching halt.


        Insufficient writing skills, thought processes have slowed down some. If I am not one of the best, I will look for another opportunity.


        Please disregard the attached resume-it is terribly out of date.


        Seek challenges that test my mind and body, since the two are usually inseparable.


        Graduated in the top 66% of my class.


        Reason for leaving last job: The owner gave new meaning to the word paranoia. I prefer to elaborate privately.


        Previous experience: Self-employed-a fiasco.


        Exposure to German for two years, but many words are inappropriate for business.


        Experience: Watered, groomed, and fed the family dog for years.


        I am a rabid typist.


        I have a bachelorette degree in computers.


        Excellent memory; strong math aptitude; excellent memory; effective management skills; and very good at math.


        Strengths: Ability to meet deadlines while maintaining composer.


        I worked as a Corporate Lesion.


        Reason for leaving last job: Pushed aside so the vice president's girlfriend could steal my job.


        Married, eight children. Prefer frequent travel.


        Objective: To have my skills and ethics challenged on a daily basis.


        Special skills: Thyping.


        My ruthlessness terrorized the competition and can sometimes offend.


        I can play well with others.


        Personal Goal: To hand-build a classic cottage from the ground up using my father-in-law.


        Objective: I want a base salary of $50-$60,000 dollars, not including bonus. And some decent benefits. Like a retirement plan, health insurance, personal or sick days.


        Experience: Provided correct answers to customers' questions.


        Education: Graduated from predatory school with honors.


        Never been fired, although it could happen anytime now.


        I have happily been a "kept man" for the past 10 years.


        Have extensive experience in turkey manufactures as well as new product development and implementation.


        I am accustomed to speaking in front of all kinds of audiences. I make points as well as I can.


        Personal: Five children. Dog: Jasper. Cat: Morris. Gerbil: Binky.


        While in military, was instrumental in creation of a treat detection system.


        My compensation package at my last job included a base salary of $64,500 with excellent benefits including flextime. I am looking for a position in which I can work a more flexible schedule.


        Hire me and you won't regret it - I am funny, cute, smart and creative... really.


        Referees available upon request.


        Previous rank: Senior instigator.


        I have recently sold my home and I now live in a large RV so I will be able to relocate quickly.


        Reason for leaving: They stopped paying me.


        Cover letter: Desire the chance to showcase my delightful personality, intelligence and superior judgment, which are so hard to find these days.


        Personal achievements: Successfully played "Chop Sticks" on a toy piano with my big toes.


        Objective: To obtain a position where I can make a difference, infecting others with my professionalism, enthusiasm and dedication.


        Strengths: Impersonal skills.


        Special interests: I like any projects that are fun.


        Please explain any breaks in your employment career: 15 minute coffee break while working at a home improvement store.


        Vocational plans: Sea World.

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  • Profile picture of the author GuerrillaIM
    Thanks for the tips
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  • Profile picture of the author joey88
    [DELETED]
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    • Profile picture of the author GuerrillaIM
      Originally Posted by joey88 View Post

      Asking questions is often bad for copywriting. Because it's oriented on people, but not SEO. People dislike thinking of the answers, they like reading useful information.
      That makes no sense. Having questions on a page is great for SEO. People often phrase their search terms as questions, like they are asking google to give them the answer.

      Anyway, this discussion is around sales copy and not seo article fodder.
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  • Profile picture of the author Joanne Reid
    I was about to say if the question begins with "Who Else Wants...." definitely NO! But Metronicity beat me to it. I stop reading then and there. It's just part of too many copywriting templates for one thing and for another, it's been done to death.

    Questions slow the reader down, IMO, and often people don't even know the answer to the question. (Okay so I just finished a blog on my homesite - joannereid (dot) ca - about people's inability to know themselves or what they want.

    I know this works for me. Bob Bly (my copywriting guru from generations ago) knows how to write copy that skips past that gatekeeper in my brain and takes me right to NEED. I NEED his advice and that is what works for me. Since I think my copywriting should appeal to people with similar mind paths, I think my copywriting should aim at achieving that kind of infiltration.

    Bly does ask questions but they are subtle and don't make me stop and try to find the answer.

    Who else wants the questions to stop...?
    Signature
    Technical writing and nonfiction ebooks of any variety are my specialty.
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