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Using Statements vs. Questions in a Sales Letter

by Trivum
3 replies
Is there any conventional wisdom (or better yet -- any testing results) that shows, all else being equal, which are better to use in a sales letter -- questions or statements?

For example:

Statement: Double your income

Question: Would you like to double your income?

Also, let's say this is either an ad or short sales letter, and therefore you wouldn't be able to do a lot of both. Does one typically pack a bigger punch?

Any data / real-life testing on this?
#letter #questions #sales #statements
  • Profile picture of the author Bill Farnham
    All questions are not created equal. A good question will get a person curious about what you want to tell them. A question like "Would you like to double your income?" can have the effect of them thinking "Is this person an idiot? Who wouldn't like to double their income." (Just an example for effect.) You want to create a sense of wonderment when you ask a question.

    For instance, (again, just ficticious examples) see if you can guess which question would most likely get your prospect to want to continue reading...

    A. "Do you know the one item in your pantry that can prolong your life by three years if you eat it twice a week?"

    B. "Do you have canned tuna in your pantry?"

    See the difference?

    Question A hints at a benefit that will make the reader curious if they perceive the benefit as something they would like to have, in this case, a longer life.

    Question B may have the effect of completely losing the reader at that point. (Especially if they never eat tuna ) It certainly does not inspire curiousity, and it may cause them to leave the page before you get to bring up the benfit you want them to know about.

    "Also, let's say this is either an ad or short sales letter, and therefore you wouldn't be able to do a lot of both. Does one typically pack a bigger punch?"
    Statements have their place, and questions have their place, so there is no right and wrong, only what is appropriate or advantageous to use to keep your prospect glued to your message. If your space is limited a powerful benefit laden statement will work. If you have room to work your prospect into a blathering tower of gelatenous protoplasm overflowing with rabid curiousity a good way to do that is by using a question that they won't be able to get out of their head until they know the answer.

    And while we're at it, do you want to know what the #1 money grabbing question of all time is and how you can apply it to almost any niche?

    ~Bill
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  • Profile picture of the author Trivum
    Thanks, Bill. Great point about curiosity.

    And while we're at it, do you want to know what the #1 money grabbing question of all time is and how you can apply it to almost any niche?
    Nah ... not really interested. ... But if you want to get the answer off your chest, feel free.
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  • Profile picture of the author reynor
    Here is my cent:
    Questions, I mean good questions are engaging...
    I used it a lot in my sales page.
    Love it
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    http://seotutorialfornewbies.com --> Learn SEO in 7 days or less even if you are a newbie.
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