Page 206 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

against a set of summaries to find out what or who you are. You
know the sort of thing: “Mostly Cs—you are a business titan, able to
take even the toughest decisions without blinking. You are destined
for greatness and tragically under-recognized and rewarded.”
The headline drew people in: “Could I ask you a few questions?”
We complemented it with a specially commissioned caricature of the
circulation manager holding a clipboard. There were six questions,
including: “When eating out, do you try the spiciest dishes?”; “If
there’s a ladder in your way, do you walk under it?”; and “Do you
back up your files regularly?”
We arranged the answers using the three initials of the
magazine’s name and wrote summaries that always led to the
same conclusion: subscribing to [magazine title] will make your
life easier. We adjusted the benefits to reflect the “personality” the
questionnaire had revealed: positive, cautious, or wild at heart.

In practice

• When you’re writing your questionnaire questions, don’t make it

too long—remember the medium it’s appearing in is advertising.
(Direct mail gives you more scope, however.)

• Make sure the questionnaire has a point. You’re not, actually,

interested in their opinions at all—you want them to buy
something from you.

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