Page 138 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

You can also use a Q&A section to do some under-the-radar selling:
what I call “stealth selling.” The idea is that you continue to write
benefits-laden body copy but simply by formatting it differently,
encourage people to read it. This is not a con. You still have to
be believable and your product still has to deliver what you say it
does. That being true, your problem as a copywriter is holding the
attention of your reader long enough to show them why what you
say is beneficial to them.
Here’s how you do it:

Your questions answered
Q: Isn’t this idea just tricking people into buying something

they don’t need?
A: Not at all, it’s just a way of attracting their eye to some

truthful copy about your product.

In practice

• Make a list of some questions you know potential buyers would

ask you, especially ones based on misconceptions about you or
your product.

• Then pair them with the answers in a tint-box or panel formatted

to look like a typical magazine interview.

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