If you don’t already use questions in your marketing — keep reading. What I’m going to be talking about is just a tiny part of any marketing message any business sends out, but it’s so, so powerful — so powerful in fact, that it’s worthy of it’s own post!
Before I get started….
Do you want to get better results (more leads, prospects etc) for the same, if not less of the cost you currently spend?
Of course you do — what business wouldn’t?
That is exactly what using questions in your marketing will get you.
Asking questions in your marketing allow your audience to de-select themselves from what you’re advertising to them.
That’s exactly what I did when I asked my own question — by answering yes in your head, you realise you want to keep reading. Or, in the rare case the answer is a no (are you crazy?!), you might decide to stop reading because there isn’t that much point to it.
Sure, this means I will end up with less readers — and a business will end up with less people engaging with their marketing, but those that do are by far the most interested.
The sad truth is whatever your target audience is for your business, only a tiny percentage of those people are in a position to buy from you. The rest come under a number of categories:
- Some just don’t have the money right now, despite really wanting to
- Others are just not ready to take on whatever that product or service is yet
- Perhaps some have already had their requirements met by a competitor
There are so many reasons, but that’s fine. You want to focus on advertising to only those most likely to buy or sign up to your services.
And if you offer multiple services, it may be they’re better suited to one of them.
So why is having less interested people better for your business?
Because in this case, more is less. Having 10,000 leads is no good if only 100 are really interested and wanting to buy.
Plus, the resources to market and sell to 10,000 people is enormous. You’re paying to run ads and getting click troughs to an offer that most won’t want.
You’re paying for your most talented sales people to call thousands, most of which are just not interested. Sure, some people may be open to buying in a month or two, but most will never buy.
So now we know why it’s important to ask questions, let’s talk about how to put them in our marketing. It’s really simple, at the start!
If you’re running an email campaign, ask a question in the subject or the first line — de-select early on!
If you’re running paid ads, the first line should also be the question.
Your websites, landing pages, magazine articles — all should start with a question!
Your question should always always be phrased so the ‘yes’ answer is the answer you want to hear.
For example, I run The Marketeer agency. As part of my own marketing, I’m searching for clients who need help with Facebook Ads.
So my marketing starts with:
Are you struggling to get good results from your Facebook Ads?
If the audience says ‘yes’ in their heads, they’ll keep reading. And they’re more likely to take the action I’m asking them to further along that marketing piece.
If they say no, they’ll carry on with their day.
If I’m looking for clients who need help with Facebook Ads, why would I want to speak with businesses that are getting good results already? I wouldn’t!
And it works exactly the same for ANY business, in ANY industry and ANY niche!
If you run a property investment education business, your marketing should ask:
Do you want to invest in property, but are not sure where to get started?
If you sell smart phones — you should ask:
Are you looking to replace your old and slow phone?
If you’re a letting agency looking for more properties to let, you would ask:
Do you want to rent out your second home?
Or if you wanted to find tenants for existing properties:
Are you looking to move to a bigger house this summer?
I could go on, and on, and on — with countless examples. But you get the idea. Asking questions is a small change to your marketing, but it has a huge impact.