I love great questions. In fact, asking yourself the right questions can instantly motivate you and put you in a dynamic mindset. Here are a few that illustrate my point: Groucho

How can I turn this disappointment into a new opportunity?

What can I do to make today the most enjoyable day of the week?

How great will I feel if I absolutely COMMIT to achieving my goals in 2016?

Thought-provoking questions are also a potent sales writing weapon because they grab your prospects, focus their attention, and get them to think.

For example, in your marketing content you can use pointed questions to draw instant attention to your product’s competitive advantages.


Has lagging behind the technology curve ever been a good thing for your medical practice? With the Quantum LQR, you can have aspiration speeds that are 20% faster than any other device on the market. So why are you still loyal to yesterday’s technology?

The two “fear-factor” questions in this example imply that users who don’t upgrade to the Quantum device will fall behind their competitors. In the three lines of copy in this example, only one of them makes a real benefit statement. Yet the copy is still able to make a powerful point.

Good questions can also excite and arouse your prospects’ curiosity, and this is all it takes to make them dive further into your sales copy to learn more. This can be a clever headline writing strategy.


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Now, before you start cooking up some really provocative questions for your next marketing campaign, please take a moment to soak in this very important point:

When you ask titillating thought-provoking questions—you need to follow them up with answers that are equally, if not more compelling.

If you create strong questions and then follow them up with hype and fluff or teaser material, the letdown can turn your prospects off to the point where they never trust you again.

So you MUST be smart and responsible with this technique.

Here is a good tip for getting the most out of using thought-provoking questions in your sales copy:

Work in reverse. What I mean is that it’s often a wise move to write a really great answer first, and then create a thought-provoking question that sets up your answer.

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