Hey! It turns out you don’t need to say anything clever for people to like you – you just need to ask them more questions.¹
And I think this goes for brands too. So, here are 10 types of questions I use in my ads:
1. Challenge
Your customers are part of an exclusive club. Ask readers if they have what it takes to join.
2. Hypotheticals
Invite readers to imagine themselves in someone else’s shoes to explain the problem you’re solving.
3. Objections
What stops them from buying? Turn it into a headline, and then handle the objection in the copy.
4. The concierge
Inspire and encourage the customer to explore your product.
5. If X, then why Y?
Point out the things that just don’t make sense in your industry.
6. Shower thoughts
Look for insights – interesting observations hidden in plain sight.
7. Warnings
Your reader is on the wrong path. Ask if they know, and then offer your product as the solution.
8. Promises
Want to brag but not too much? Disguise your promise as a question.
9. Pain points
Ask if they’re dealing with the problem you’re solving. Works best with an interesting visual. Otherwise, it can be boring.
10. FAQs
Not all questions have to be witty. Sometimes, people just want to learn about your product/industry.
Cheatsheet
P.S. Want more inspiration? Here’s an album with 45+ question headlines.
