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??? From RichardWiseman.com
If you’re getting started on your marketing efforts, I’ll let you in on a trade secret: A favorite device of writers and marketers to snag interest is to pose a question to the audience at large. This might be in the title of an article, the first line of ad copy or even a Twitter teaser for a content marketing piece. Why? We do this because it’s an easy form of engagement that the human brain has trouble ignoring. When someone asks a question, especially one that has the word “you” in it, we’re hard-wired to answer it.
The trick, though, is to craft a question that peaks curiosity and appeals to the audience you’re after. This can be easier said than done.
The biggest challenge, is that you never want the audience to answer “no” to a question concerning their interest. Think back to a time when you were watching a commercial and there was a question asked of you:
Ever wish the color of your mustache matched the rest of your hair?
As a woman, my immediate answer is “You bet!” “No.” So, what do you think I do when I’ve shot down the question? I change the channel. The commercial has immediately told me I don’t care about the information that follows. I’m not special in my reaction – this is how most people respond. While, clearly, I’m not the target audience for this product, it’s important for marketers to realize that even those outside your target market can influence sales. I could have, for example, been the primary shopper in my home – which includes a mustached husband. Or perhaps, I could have been looking for a gift for my father. So, what question would have worked for that target audience and someone like me?
Could you, or someone you know, get a boost in their looks?
Yes. Emphatically, yes.
Another tactic of questioning is to peak interest and curiosity. In this case, a “no” answer can work, as long as the audience wants to be able to say “yes.” What do I mean?:
Do you know the secret to a more youthful look?
Why, no, I don’t – and let’s let the bags under my eyes attest to that. But I’d like to know the answer. Therefore, I’ll keep listening in the hope that the commercial / Twitter link / article will provide me with the insights I not-so secretly long for.
The next time you create a title, Twitter update or ad copy that leads with a question, think about whether it will spur rejection or interest.
Tags: writing tips
