There’s something you can do that comes as naturally as breathing: Ask questions. We can’t help answering!
If you want people to open, read, scroll, reply, click, tap, and buy—ask them questions.
But there’s a caveat.
Like any good lawyer (on TV, anyway), you need to already know the answer.
And, with ads, emails, landing pages, and webpages, the answer is usually “yes.”
(It can be “no,” as in, “No, I don’t want to spend the rest of my life a penniless outcast.”)
But usually, it’s “yes,” as in “Yes, I do want that thing/experience/knowledge you’re hinting you can give me.”
If they answer the opposite, they’re not a fit. Your thing is not for them – and that’s fine.
The only answer you don’t want is “I don’t know.”
“I don’t know” means you aren’t familiar enough with your ideal customer or reader’s needs, wants, struggles, and fears.
Or you’re not meeting them at their current stage of awareness (a topic for another day).
Or you didn’t ask a clear or specific enough question. (“Do you want to be successful?”)
Ideally, you want your readers to nod along, “Yes, yes, yes,” as you romp through questions and solutions. Agreeing with everything you say as you work your way toward the obvious conclusion: you!
Make sense?
Good.
Questioningly,
James
P.S. This has been Tactical Tuesday.
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