Why do questions work in Marketing?
Intrigue is a powerful tool that has always been used by marketers. One of the easiest ways to create intrigue is to ask a question in a headline that the reader may not be able to answer instantly. It's a proven and effective way to capture attention and break down resistance. Learn how you can use questions to drive higher engagement levels.
Do questions work in marketing?
Intrigue is a powerful tool that has been used by marketers worldwide since….well when marketing began. One of the easiest ways to create intrigue is to ask a question in a headline that the reader may not be able to answer instantly. It's a proven and effective way to capture attention, break down resistance, and begin a dialogue with a potential or existing customer.
"Why do questions work?"
We are hard-wired when asked a question to seek an answer. Our education system is based on it. Psychoanalysis is a practice that uses questions to guide patients to look within themselves for answers. Answering questions asked of us is part of our social conditioning, which is why it's an effective way to start a conversation. This is equally true in marketing.
"Can't somebody just answer 'no' to a question?"
There's always a chance to answer some questions with a 'yes' or 'no' answer, but there are also more open-ended questions. Take, for example, the very headline that has led you to read this article; 'Why do questions work in Marketing?'. You can't answer 'yes' or 'no.' It's more of an invitation for the reader to ask more questions, like 'do questions work in marketing?', or 'what questions would work best for my marketing?'.
"Are questions campaign able?"
A great Australian campaign to sell quality bicycle helmets that showed a child wearing expensive sneakers and a cheap helmet with the headline 'does your child have $300 feet and a $10 head?'. World Vision ran a successful campaign that asked the reader, 'is the life of a child worth $1 a day to you? All Americans know the campaign Got milk? These are just a few examples of highly successful campaign ideas based on questions.
"What are the most effective ways of asking questions in marketing?"
The most effective questions are the ones that relate directly to something of interest to your target audience. The more accurate your question is to your target segment's needs, fears, or desires, the greater chance you have to provide answers. With agile marketing solutions, you can segment your target audience simply and create a multichannel campaign within a few minutes. Allowing you to test different questions across different audiences, then use response rates to refine your marketing strategy further.
"How can I use questions to drive customer engagement today?"
With XL.Today™, an accountant, could create a campaign segment that only includes clients in a particular age group and ask a question about funding their retirement. A retailer might decide (after a week of successive rain) to target those who've recently bought business suits with a personalized question about the latest styles of waterproof coats. Whatever your industry sector, you can both ask and answer questions as a technique to increase engagement with both your customers and potential customers. Try it today. What have you got to lose?