Questions in marketing materials create conversations, says expert

Aug. 25, 2011 - PRLog -- Plainfield, Indiana -- Asking questions in the headlines of advertising and marketing materials is a powerful way to build connections with customers and prospects, counsels veteran copywriter and marketing consultant Scott Flood of Scott Flood Writing.

“Some people mistakenly believe that questions deflect readers, because they may react negatively,” explains Flood. “The simple fact is that any reader who responds with a ‘no’ isn’t going to be a prospect in the first place, and isn’t worth a company’s time or trouble.”

“What makes questions work so well is that they prompt involvement, and that’s the most effective way to get someone to pay closer attention to your message,” Flood adds.  “Questions provoke immediate mental responses that are more honest than verbal or written responses. When people provide verbal or written responses, they take time to filter them so they won’t be embarrassed or sound awkward. We can’t filter our mental responses.”

“Plus, questions are almost impossible to ignore,” notes Flood. “We answer them immediately, whether or not we intend to do so. And it’s human nature to look more deeply and see how our answers compare to those of others, so we’re more likely to spend extra time with the materials.”

Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations."The Smarter Strategy for Selecting Suppliers" can be downloaded at http://sfwriting.com/freeguide.

# # #

About Scott Flood Writing; We develop effective print and online copy for companies and other organizations.