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Questions in Copy

by KreativCopy
20 replies
Hi everyone,

Just looking for people's opinions on using questions in copy. I personally think that when done properly it can be very effective, but can it be over used? Does asking a yes/no question on a landing page work, or can it actually backfire?

For example, if the readers answer is 'no' then they are just going to walk away. There will be no further engagement. Likewise, if too many questions are asked, it could confuse the reader.

All opinions appreciated.:-)
#copy #questions
  • Profile picture of the author Cam Connor
    Yea, just make sure the questions lead them to specific answers that help to support you in making the sale.
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    • Profile picture of the author Cam Connor
      Btw, one thing I'd add:

      Some questions don't necessarily lead them to the sale but are qualifying questions. Those are good too, and I used to use them a lot in sales, but they can apply to copy in paving the way to the sale (although they're not as important as they are in sales because your personal time isn't a factor).

      So, if they say "no" to a qualifying question, then leave, that's OK, because they weren't gunna buy anyways.
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  • Profile picture of the author Raydal
    Questions are one of the most powerful tools of persuasion. All
    great teachers and persuaders use them.

    If you read any Gary Halbert letter you'll see that he uses them to
    keep the conversation going ... example:

    Have you ever heard of the Caples Awards? John Caples is one of my marketing heroes, but the new wrinkle in the awards given in his name makes me sick. You know what some slobs have decided about the Caples Awards? It's this: The direct marketing piece in contention doesn't have to be a winner for the writer to win the award, it only has to be "creative."

    Isn't that nice?     It must truly cheer many a clients' heart, after being rendered damn-near destitute by some fool's bird-brained, stupid ad campaign, to know the writer won the "Caples."
    By asking "the reader's questions" he is able to direct the conversation in the
    direction he wants to go.

    -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 ewenmack
      Oren Klaff who has personally got $400 mil.
      from pitching investors says no to asking questions
      in a pitch.

      He says it gives the listener the space to reach
      his own conclusions. He's not an idiot your
      listener/reader.

      Your job is to give the best presentation.

      Big name ad agencies go to him for help
      in pitching, like the one who recently got
      the Volkswagon account after they screwed it
      up the first round.

      Best,
      Doctor E. Vile
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  • Profile picture of the author RichBeck
    KreativCopy,

    It can be overused.... Many Sales Letters I've seen have roughly 4-8 questions. You'd need to test to see where that "upper limit" is for your Market.

    One of the best "tidbits" of advice I've read is.....

    Enter into the conversation the prospect is already having in his head.

    This always involves questions....

    You'll see some Copywriters, like Eric Louviere, have a habit of placing a section of questions in their letters. These are not used exclusively to "close." Frequently, these are used to clarify the offer and weed out "bad prospects" as well.

    All The Best,

    Rich Beck
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  • Profile picture of the author italk
    A valid question is always effective.

    I would never ask questions at the end
    of the sales letter, as it is when we
    are closing the sale.

    Any question that leads to "yes" is a
    good question.

    Of course, rules are meant to be broken.
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    • Profile picture of the author KreativCopy
      Thanks guys for all the great advice.

      Sometimes in copy I see too many questions which can confuse the reader, but I guess it depends on where they are placed and what their purpose is.

      Getting it right is certainly an art form in my opinion

      I am playing around with words like 'can you imagine....' 'how would you feel...' along with ones that lead to yes/no answers.
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  • Profile picture of the author arindamb
    Originally Posted by KreativCopy View Post

    Hi everyone,

    Just looking for people's opinions on using questions in copy. I personally think that when done properly it can be very effective, but can it be over used? Does asking a yes/no question on a landing page work, or can it actually backfire?

    For example, if the readers answer is 'no' then they are just going to walk away. There will be no further engagement. Likewise, if too many questions are asked, it could confuse the reader.

    All opinions appreciated.:-)
    Questions are probably the best way to channel your users in the desired direction. However, asking the right questions is important. Ask like a good lawyer and not like a news presenter and you job's done.
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    • Profile picture of the author KreativCopy
      Thanks for all the responses.

      Here's another one :-)

      What are people's thoughts on answers which lead to a 'no'. I personally don't like them, as I prefer 'yes' answers which instil positivity.

      However, highlighting a problem and providing a solution is one of the main ingredients in copy. So, despite my personal preference....'no' answers are just as powerful.

      Do other people have a preference?
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      • Profile picture of the author Oziboomer
        Originally Posted by KreativCopy View Post

        Thanks for all the responses.

        Here's another one :-)

        What are people's thoughts on answers which lead to a 'no'. I personally don't like them, as I prefer 'yes' answers which instil positivity.

        However, highlighting a problem and providing a solution is one of the main ingredients in copy. So, despite my personal preference....'no' answers are just as powerful.

        Do other people have a preference?
        If you mean getting people to deny the negative then sometimes a question that gets someone to say "No, that's not me" can be very powerful
        Signature
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      • Profile picture of the author Cam Connor
        Originally Posted by KreativCopy View Post

        Thanks for all the responses.

        Here's another one :-)

        What are people's thoughts on answers which lead to a 'no'. I personally don't like them, as I prefer 'yes' answers which instil positivity.

        However, highlighting a problem and providing a solution is one of the main ingredients in copy. So, despite my personal preference....'no' answers are just as powerful.

        Do other people have a preference?
        What sort of questions are you worried about getting a "no" to? Like I said, if it's a qualifying question, and they say no, it won't matter, because they weren't qualified to buy your product/service anyway.

        So for example, if you were selling an eBook which teaches guys who're married to be better in bed, and you did the "keep her faithful" angle (I think Chris Haddad has a product similar to this) and you ask... Have you ever worried that your wife's going to cheat on you? And the answers "Nope, never", then that's not a qualified prospect, so it doesn't make a difference.

        I'll point out that it's important to keep in mind how you phrase the questions, so that you get the answer you want without the prospect having to think twice about it. For example:

        "Have you ever worried that your wife's going to cheat on you?"

        is better than:

        "Are you worried your wife's going to cheat on you?" ... They might seem like the same questions, but the second one is asking if they're worried right now whereas the first one's asking if they've EVER worried. So phrase the question in such a way that they're MOST likely to give you the answer which you want, again, WITHOUT having to think twice.
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        • Profile picture of the author KreativCopy
          Originally Posted by Cam Connor View Post

          What sort of questions are you worried about getting a "no" to? .
          Thanks Cam. It is not so much the worry about getting a no...it is just that it might give a generally negative feel to the copy. For example, 'Is your business set to thrive regardless of the economic climate?' as opposed to 'Do you want your business to thrive regardless of the economic climate?'

          Bad example I know, but you get the gist :-)
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          • Profile picture of the author Cam Connor
            Originally Posted by KreativCopy View Post

            Thanks Cam. It is not so much the worry about getting a no...it is just that it might give a generally negative feel to the copy. For example, 'Is your business set to thrive regardless of the economic climate?' as opposed to 'Do you want your business to thrive regardless of the economic climate?'

            Bad example I know, but you get the gist :-)
            Those questions were poorly worded...

            How bout:

            Are you 100% certain your business won't crumble in the next economic downturn?

            If not, are you really in control of your business's success... or is the economy?

            Those would work for that market, I'm confident.
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            • Profile picture of the author KreativCopy
              Originally Posted by Cam Connor View Post

              Those questions were poorly worded...

              How bout:

              Are you 100% certain your business won't crumble in the next economic downturn?

              If not, are you really in control of your business's success... or is the economy?

              Those would work for that market, I'm confident.
              Yes, poorly worded I agree. I like your style. Thanks.
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  • Profile picture of the author WebScavenger
    Get readers on a 'Yes' role and lead them where you want. Don't go overboard and ask too many questions. Keep it natural.
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  • Profile picture of the author gjabiz
    Since you asked for opinions, here's mine...

    Asking such a question makes me think one does not know enough about his intended target or what he wants the target to do. The answer as to whether to question or not is...depends,

    depends on you, what you are trying for, what result you want, and the RESPONSE to your overall stimuli, and how that is presented to them.

    Oren Klaff has a clearly defined result, so giving space and time to the target's mind, probably is a distraction...

    Whether or not you use a question in your copy should be answered by it's need for your intended reader. Do you ask upfront, as in Who Else Wants...??

    Or is it at a tipping point between attention and interest, or at the close?

    Knowing as much as you can about your reader or audience will help you craft your message, and in so doing, should answer your question...as to use or not to use.

    A copywriter should, in my mind. know when to use them, or not, depending on the target and/or the voice of promotion.

    gjabiz
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    • Profile picture of the author KreativCopy
      Originally Posted by gjabiz View Post


      A copywriter should, in my mind. know when to use them, or not, depending on the target and/or the voice of promotion.

      gjabiz
      I agree, but I like to test and question
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  • Profile picture of the author Michael Karp
    I think it's smart to use questions in long copy, because it can wake the reader up and refocus their attention.

    But be careful of questions that can be answered definitely.

    I would use questions like:

    "Do you know why we're giving you 6 months to try our product, or your money back? Because we are THAT confident you will get results."

    Make sure your questions continually add to the persuasiveness of your copy.
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    • Profile picture of the author KreativCopy
      Originally Posted by Michael Karp View Post

      Make sure your questions continually add to the persuasiveness of your copy.
      I like that, thanks
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