Using Questions In Your Copy
For years I’ve been a pioneer.
I’ve told people, don’t use questions in your copy.
Why?
Because when you use a question, you force the person to think about the answer.
And when they think about the answer, they aren’t with you on your page of copy.
For example:
“Are you really satisfied with your lifestyle? Do you wish you could do something about it?”
Now those questions force the person to go inside their head and leave your copy.
And if you ask the wrong question… they may never return to your copy.
But what if there was a right way of asking questions in copy?
And what if this was a breakthrough technique – never before revealed – that could actually
produce a change in the reader just by his answers in his head to your copy?
Let me make this clear.
The WRONG question and you lose them for good.
The RIGHT questions and you own them.
And it works in copy.
And it works in sales.
And it works in personal change work.
What I’m about to reveal will blow you away.
Stay tuned.
July 19th, 2009 at 11:13 pm
Hi Harlan
I have NLP Copywriting and was interested in how definite you were about no questions when sales training seeks to create multiple Yesses before the close.
After you had pointed it out, I could certainly see how questions force the reader to go inside and reflect.
I look forward to learning the exceptions.
July 27th, 2009 at 3:48 pm
Hi Harlan
how about YES \ NO questions?
August 3rd, 2009 at 2:53 pm
I’ve been staying tuned, waiting for more on this subject.
I think I already see the answer though.
You asked, “What if there was a right way of asking questions in copy?”
If I’m not mistaken, that’s precisely the right way there, isn’t it?
Mitch
August 3rd, 2009 at 6:39 pm
Maybe questions that lead the reader/listener in the direction you wish them to go or tag questions would be acceptable ones. Questions you don’t know how they’ll answer or that they might answer ‘no’ to are potentially dangerous ones; if they say ‘no,’ it takes them out of the yes set, and if you don’t know if they’ll answer it how you want them to, you could easily not get them back.
Close? On the right track?