The Power of a Provocative Question
May 29, 2008 · Print This Article
You are just one sales letter away, heck, even one ad or headline away from riches. If you crack the code with a powerful headline the world truly can be your oyster. Because it’s your headline that will make the difference between a loser and an off-the-wall WINNER. And one way to come up with a dynamite headline and instantly hook your reader is by using a provocative question.
Years ago, I came across this headline in an old Dan Kennedy newsletter…
“How Much Younger Do You Want To Look?”
It was an ad for cosmetic dentistry. Below the headline was a before and after shot. Powerful stuff.
And I’ve adapted that headline many times over the years with great results for my clients.
“How Much Better Do You Want To Feel?”
“How Much Energy Can You Handle?”
“How Much Happier Do You Want To Be?”
If you really know your market, their thoughts, fears, wants, desires and so on, these kinds of headlines break through the clutter. Instead of promising one over-the-top benefit after another, you are focusing on your prospect’s emotions. This gets past the “Yeah sure” response you get when you have merely benefit-driven headlines.
It also gets under your prospects’ BS detectors and hones in on their feelings.
Here are three more templates you can use…
Tired of the same old….?
Isn’t it time you….?
Isn’t it time you did something for yourself for a change? (I’ve used this one many times. Usually when closing the letter after I’ve made my offer and I’m doing my call to action.)
It’s just a simple matter of taking proven headlines and adapting them to your own business. And yes, I can hear some members now.
“My business is different. I sell flowers”, or “I’m a plumber” and the list goes on.
Okay, so if you sell flowers use…
“Isn’t It Time You Showed Her How Much You Really Care?”
What about a plumber?
“Don’t You Think You Deserve a Plumber That Arrives On Time?”
The provocative headline works because it engages the reader. Try it!
About The Author
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid copywriters and sales strategists in Australasia… all with the power of his emotionally charged words that sell…Discover the "Secret Weapon" to increasing your Sales and Profits www.emotionaladwriting.com
Thanks Pete,
really enjoy hearing headlines that have worked for you here in Australia, not just the US.
I tested my reaction to late night infomercials one night to notice what copy worked on me and what didn't. Hadn't bought anything off TV before.
'Isn't it time you did something for yourself for a change' worked like a charm. I pulled out the visa card and jumped on the phone.
Hey Pete, pretty amazing stuff!
Thanks, I appreciate you…you're doing a great job showing and supporting all of us students.
Anyway, I want to thank you for putting the tools in my hands.
Here's an example headline that was used recently with great success:
"How Much Money Can You Make Selling The Killer "fill in the blank" Package at $XX.XX Per Sale?"
Cheers! Thanks for sharing.
John Mignano
Hi Pete
Spot on!! We are all emotionally charged individuals.
Farhan Ishaq (aka Fuzz Ishaq)
www.ishaqmarketing.com
Pete,
Great, tested, no-nonsense practical advice. You've illustrated very well the right way to use questions (so that the reader is drawn in).
I've always been a little cautious about using questions in headlines unless they're a proven template such as those you have shared here and the classic "Do You Make These Mistakes In English?" (which is something of a flip side to your examples..you've used a positive benefit whereas the other is playing on fear of loss…hey wasn't there a post on that recently?)
The reason for the caution is to avoid the "Yes/No" response to a question that would pretty much lose the reader straight away.
Thanks for the post and the headline templates!
Kevin Francis
www.MaximumResultsCopywriting.com
Hey Pete,
Great advice, Simplicity! The temptation can be to try and come up with some killer four line benefit/emotion/hook fancy pants headline, when all that might be needed is a poignant question that hits the reader right between the eyes.
As you always stress it's about knowing your market…
Cheers,
Hayden
Gday Pete
So true Pete! The headline can make all the difference!
I recently tested a new headline and opening on a sales letter (without changing any of the rest of the copy)
And i had a 42% boost in sales! AMAZING!!
Great examples your sharing with us too mate…I take my hat off to you for the amount of work you punch out! - and the quality! It's really appreciated from this end.
Can't wait for the next Master Class in November.
Bret Thomson