A Sure-Fire Way to Attract Attention

Do you want to know a sure-fire way to grab the attention of a prospect or reader?

I just demonstrated it: ask a question.

Not just any question − a laser-sharp question that when posed to your audience arouses curiosity, promises a benefit, frames a problem, or taps into an emotion. This is a powerful device in B2B copywriting.

Where might you ask questions? Wherever it helps to keep your audience reading. Tip: Questions make excellent teasers and headlines.

A few examples:

Do you make these mistakes in English? (Classic ad headline by Max Sackheim)
Do you know where your kids are online? (Story headline at startribune.com)
How much money could you save on your next golf course project? (Web page headline by yours truly)


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