                |
| ||||||||||||||
![[RESOURCES]](/r/tresources.gif){kind=small}
|
 |
|
February 2003 DON'T ASK, (DON'T) TELL Key to the success of any direct marketing creative is establishing an immediate connection with the reader's pain, challenge, or frustration, coincidentally the very same pain your product or service can solve. Unfortunately, the way many marketers attempt to make this connection is by asking a Yes/No question, for example:
Missing too many project deadlines?The fundamental risk with Yes/No questions is that they put the onus and responsibility on the reader for deciding whether or not he/she has a problem in the first place. If that answer is "no" (and remember, the reader may have the problem you're describing but simply be unaware of it), then you've lost him/her immediately. A more effective alternative is to translate questions into benefit statements, for example:
Eliminate missed deadlines ...This way, if your readers perceive the problem you describe, they'll read further. More importantly, however, even if they don't perceive the problem, they're likely to read further anyway if your benefit copy addresses an issue (ex: save time, money, frustration) that impacts their day-to-day responsibilities. Yes/No questions are particularly dangerous in e-mail subject lines, envelope teaser copy, banner ad headlines, and any other marketing vehicle where the success of your entire campaign rests on the effectiveness of one line of copy. At the very least, test the question head-to-head against its corresponding benefit statement. Could you be surprised at the results? Yes. | |
   |
|||||||||||
 |
|
 | ||||||||||||||
|
||||||||||||||||
