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How To Write Questions In Sales Copy: Rules and Examples

How To Write Questions In Sales Copy

Thousands of authors who think they are eerily original begin their copy with similar “selling” questions. And many of them, probably, are even glad that they have so conveniently “swallowed” the most unpalatable – the complex beginning of the content.

There is a good grain in this – it is indeed a very reasonable idea to use selling questions in the copy. This was good news.

The bad news is that a poorly worded question will scare many potential customers away from your text. Selling text questions are hazardous to apply:

You have not even had time to say anything yet; you just asked a supposedly “cool” question that should dispose of the reader of the material. And the person did not like the question so much that he took it and gave up reading altogether.

Don’t you like this turn either? Then let’s learn how to use the questions in the sales copy correctly and exceptionally carefully.

Take note, learn to ask “good” questions – get a powerful weapon. Do not learn – you will be picking the most imperfect conversion layer. Or even work “in the red.”

Important! You will have to follow my thoughts, so brace yourself, “scan” the text will not work because you will not understand anything.

Three Reasons Your Questions Don’t Sell

A little background information: selling questions can be put in the headline (very often), in the first sentence “a little less often,” or in the selling text itself (even less often). The rules apply to any type of question anywhere in the text.

So, there are three main reasons why clarifying selling questions don’t sell.

Reason 1. Selling Questions Have Become Boring For A Long Time

No, really, everyone is terribly tired of stupid monotonous questions. Open any social network and watch sponsored posts:

  • Looking for a social media automation service?
  • Are you dreaming of increasing your income?
  • Are you going to take career development training?
  • Do you want to lose 15 kilograms?

The same picture is in the selling copy for websites, on landing pages, and in advertisements. And this is where the notorious “psychological limiter” comes in: when something becomes too much, magic stops working.

The feeling of novelty is replaced by irritation. Compared to others, you become “just another company that hires bad copywriters and asks shit.”

It is awful if you offer something truly unique and use silly cliches for it. Such a “tricky” move immediately reduces the value of the entire proposal. Believe me, this is so.

Solution. Be sure to make your sales questions non-standard. Welcome to train.

Examples of “bad” questions from the late 17th century:

  • Looking for a social media automation service?
  • Are you dreaming of increasing your income?
  • Are you going to take career development training?
  • Do you want to lose 15 kilograms?
  • Who lives at the bottom of the ocean? (example out of competition)

Let’s try to turn on the creative and make the proposal more interesting:

  • How to increase subscribers by 40% for only $5?
  • Why do I make good money, but money is constantly not enough?
  • How to become a department head in six months for $1000?
  • Why do our clients lose weight, and you will remain fat?

Same. The same ideas and the same thoughts. But non-standard, original. Plus, more specifics.

At first glance, their functions are very similar, almost identical. But comparing cars is just silly.

So it is with our selling questions: the old looks gloomy and almost does not work, but we add novelty, numbers, and details – here, you have a powerful unit. Now the reader will pay more attention to them. And more attention always means more sales.

Reason 2. You Are Depriving Yourself Of A Part To The Target Audience

How To Write Questions In Sales Copy
How To Write Questions In Sales Copy

Do you already know that each reader should recognize their pains in the selling text, find a solution to their problems, or fulfill their desires? Do you know?

But many do not know and do not think about it at all. Hence the problem: too general questions guillotine cut off a large part of the target audience.

As a result, we are much less read than we could. And they click on links less often and call. And they buy less. And all this is a drain on budgets, loss of profits, harmful behavioral factors, and lagging behind competitors. A lot of problems because of one little “bad” question.

Let’s Look At The Reason For Cutting Off-Target Audience Using The Example Of The Following Question:

  • Do you dream of getting a higher education?

How exactly does this question deprive you of part of your target audience? The reasons for audience blur and loss of attention lie in the answers to this question that the reader can (and does) give:

  • I want to, but definitely not dreaming.
  • I want to, but which one?
  • Didn’t think about it at all.
  • No, I do not want to.

Even if half of the readers answer something like this, the question no longer has the right to exist. It simply degrades the material.

Decision. I recommend not using general questions at all in cases where the goals are too vague. Instead of general questions, informative calls work much better. For example:

  • To start the selling text:

We graduate 130 graduate programmers annually. 90% of graduates find high-paying jobs in large companies in 4-7 weeks. Do you want to join us, and then – for a good job? There are only 12 free places left!

  • For advertising:

Programmer’s diploma and guaranteed employment in a large company. Get a fantastic profession!

  • For social networks:

This is Vasya. Vasya received a programmer’s degree from xyz University and has already got a job at Apple for $10,000 a month. Vasya is smart. Be like Vasya!

Three Easy Steps:

  • We give specifics;
  • If the volume allows, we “unfold” the details;
  • If the importance does not let, we find the brightest benefits and call to action.

It’s simple. You don’t need to make your life difficult with general selling questions if more elegant solutions.

You May Also Like: Everything You Need To Know About Professional Burnout in Copywriting?

Reason 3. In Your Selling Question, The Answer Is Not Obvious “No”

In principle, we have already touched on this problem in the previous paragraph, but there are some nuances. The last question (higher education) combines two problems: 1) non-obvious “yes”; 2) crop target audience.

Let’s look for something narrower, related only to the problem of the non-obvious “Yes.”

And here are some narrower examples:

  • Do you want to increase and improve your tariff?
  • Think you won’t be able to earn $20,000 a month?
  • Are you expecting bright impressions from the New Year?

It would seem that the questions are pretty obvious, and you can answer “yes” to them because 1) everyone wants a better tariff; 2) making a lot is good; 3) how not to expect bright impressions from the New Year…

Now let’s look at the questions through the eyes of not the copywriter but the target audience:

Question. Do you want to increase the tariff for the service?

Answer. “So far, everything suits me”;

Question. Think you won’t be able to earn $20,000 a month?

Answer. “I already earn $30,000 a month.”;

Question. Are you expecting bright impressions from the New Year?

Answer. “ Everything is, as usual, it’s just a holiday”;

The most important thing in dealing with such questions is to forget about your inner “I want them to answer that way.” People respond the way they think they do, not the way you would like them to.

To say “yes” is more straightforward than “no,” you need to limit the reader’s maneuver. Don’t give him the option to NOT SEE the benefits.

Let’s try to create questions where the answer “Yes” is almost obvious:

  • PRO Tariff: more features bring more customers. Do you want to prove it for free?
  • Tell me how you will start earning from $20,000 a month?
  • Even if the mood is creepy and the holiday is not happy, you will be happy and cheerful. We give a guarantee. Check it out?

As you can see, the questions are already:

  • Not so stereotyped (the first “stereotyped” problem is closed);
  • They have a minimally delineated target audience and have specifics (the problem of the second “cutting target audience” is closed);
  • It is easier to answer them “yes” (the third problem is closed “not obvious“ Yes ”).

Note 1. It is important to remember that it is impossible to please everyone and get a 100% yes. As one clever aphorism says, “Even if you are an angel, there is always someone who does not like the rustle of your wings.”

So do not strive for the ideal; it does not exist. Grab the majority of target audiences – it’s already good.

Note 2. Some “cunning” copywriters believe that rhetorical questions like “Do you want to be successful?”, “Do you love life?” and other pink snot.

I will say right away: such copy is too scattered into quotes, stereotyped, and does not attract anyone. So don’t even try.

Three Final Tests To Assess Selling Questions

How To Write Questions In Sales Copy
How To Write Questions In Sales Copy

How do you get your questions to be believed?

For this, there should not be a single weak point in the question itself. If, for example, you decide “by default” that all readers want to increase the tariff (and this is not the case), then initially, you will start working with a false foundation.

So let’s learn how to test questions in sales copy again:

Step One. Imagine The Most Ideal Expected Result

  • The person increases the tariff, although he did not plan;
  • The woman says to herself, “All means for losing weight are lies, but this seems to work”;
  • A man disappointed with life, even for a second, believed that he could feel the holiday again.

You need a clear understanding of the final action! The main decision, not just “I think they will agree, because this is so cool…”.

Step Two. Think Clearly About How You Will Attract

Bad option:

Well, I will say that you need to increase the tariff, and, of course, the user will want to improve it.

A good option:

I will promise a free test and profit growth after switching to a tariff, then a person will want.

Do not try to make 100 promises in one selling question, as this will only overload the text and confuse the reader. Find the best benefits (they are also attraction options), work with them.

Step Three. Quality Check

At this stage, we pass our question through a quality sieve. We have already created this sieve in the last section (3 problems, remember?). Now you just need to make sure that the tests will pass.

We test like this:

  • Give specifics;
  • Indicate the target audience ;
  • If the question is asked, the only answer should be “yes.”

Everything. Now we have a selling question ready for which we are not ashamed.

Good for you!

Yours Sincerely, Devansh Pathak

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