Asking questions in your copy is one of the most effective ways of increasing conversions. Newbie and professional Internet marketers alike use this time-tested strategy to grab their readers’ attention and encourage them to stay on a sales page.
A technique that works
This method has been proven to work in web copy written for products ranging from video tutorials and software to e-books and diet programs. By using a question that strikes directly at the thoughts and the emotions of readers, you are able to steal a few seconds of their time which you can use to expound on the benefits of the product.
When you ask an intriguing question, your readers’ minds will feel compelled to find the answer to that question. Why? Because we as human beings have been hard-wired to respond in this way. It is believed that when a person is asked a question, it opens a “loop” in the brain that can only be closed by finding the answer. If left open, the person feels a form of mental (and sometimes even physical) discomfort. You’ve probably experienced this when you’re trying hard to remember something that you know you once knew—say the name of that Japanese restaurant you took your business partners to five years ago.
The right way to ask questions
While asking questions has been discovered to be really effective in creating headlines, it must be done in the right way in order to get the desired response. Here are some suggestions to help guide you to ask the right kind of questions.
Make your questions thought-provoking
“How Did I Turn $1 Into $100?” and “How Do You Know For Sure When Somebody is Hiding Something From You?” are examples of thought-provoking questions. These questions will arouse most readers’ curiosity. The first question has been used to promote an Internet marketing product, while the second has been used in offers for lie detection and investigative services.
By using questions of this kind, you are able to influence readers to stay longer. However, simply keeping them on your page doesn’t guarantee they will take your offer. You have to be sure that the rest of the text on the page is able to sell the benefits of your product effectively so that page views are converted into sales.
Use rhetorical questions
It can be a good idea to use a rhetorical question as a headline. Examples of these kinds of questions include “Would you like to double your monthly income?” “Would you like to lose weight without exercise, diet, or pills?” and “Do you want free information on how you can retire early?” These kinds of rhetorical questions are designed to get a “yes” from the reader who will then read on to find out how these rhetorically-stated goals can be achieved.
Tip: Rhetorical questions are best used to introduce the benefits of a product. Instead of asking, “Do you want to learn how to sell products online?” you should say something like, “Do you want to know how to earn four-figures a week through affiliate marketing?”
Try to appeal to readers’ emotions
Your questions ought to speak to the most common reasons that people actually purchase the product. This is the key to using questions in headlines, especially rhetorical questions.
Another form of emotional questioning that you might use is one that appeals directly to a reader’s fears. The headline “Do You Make These Costly Internet Marketing Mistakes?” will make a reader want to read on so that he or she can learn how to avoid making such mistakes. Such a headline is almost guaranteed to snatch the attention of both neophyte and experienced Internet marketers.
Choose questions that are relevant to the reader
Remember that you have to ask questions that are relevant to your reader. If you ask questions such as “Have you seen our new location?” “Do you know what I use on my face?” or “Have you read our latest blog post?” most readers will not be interested in learning what the answer is, unless perhaps you are some major celebrity. You have given your reader no reason to care about the answer to such questions and “who cares?” will probably be the reply as she clicks the X and leaves your page.
When is asking questions inappropriate?
Although there are many occasions in which “question” headlines may be used, you should be careful not to overuse them.
For example, it is a bad idea to use question headlines to structure your sales page. Instead of, for example, “What are the advantages of this product over another product?” “How much does the program cost?” and “Where is this company located?” it would be better to use subheadings such as “Advantages of this product over product B,” “Program Fees,” and “Company Location.”
If you raise a question, even a rhetorical question, it is also necessary for you to quickly move to answer it in the next portion of your sales page. If you asked, “Do you want to earn $100 in 24 hours?” in your headline, don’t wait long to start explaining to your reader how your program is going to help your reader to achieve that.
Of course, more generally, just about anything in excess isn’t a good idea. But with just the right amount of questioning, you are well on your way to creating a great, effective sales page.
