Page 134 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

Ten times a year, Green Places helps you explore new ideas
and best practices in public space. It is a news briefing,
a reference source, a forum for debate, and something
more . . .
. . . your connection to the people, the ideas and the activities
shaping—and reshaping—our public spaces.
Because we already knew, from the list selection, that everyone
reading was engaged in public space, the answer had to be yes, a nod,
in other words. And who could answer no to the second question?
Another nod. The same held true for the third question. Get your
prospect to nod three times and they are more likely to agree with
you when you ask for the order.
You see headlines using questions all over the place. A favorite of
mine—and a long-running one, which always tells us a lot—reads,
“Would you like to be a writer?” For those who do, it’s a winner.
The promise is dangled right in front of their nose and they aren’t
nodding, they’re shaking their head so vigorously it’s in danger of
coming loose.

In practice

• Try starting your next piece of copy, an Adword, a report, a letter,

with a question. In fact, try opening with three.

• Pick your questions carefully. The answer must be yes.

100 GREAT COPYWRITING IDEAS • 125