Every trial lawyer knows that it’s a mistake to ask a question unless they already know the answer. The same applies to sales copy.
Take, for instance, a TV commercial for Zyrtec. I’ve seen it several times, and my reaction is always the same. The first line is something like, “Do you remember that old song, ‘Time in a Bottle’?” Well, I am not familiar with that song, so click. I stop paying attention.
This is an example of “exclusionary copy.” As the term implies, it excludes part of your audience right off the bat. And the last thing you want your prospective customers to do is think your sales message isn’t aimed at them and skip your ad.
The purpose of your first line is to pique your prospect’s interest… and compel him to read (or listen) further. So before starting any sales letter or ad with a question, make sure you know the answer. And if the answer could be “no,” find a new angle or risk having your readers tune out.[Ed. Note: Learning how to write sales copy that gets your customers to buy is just one reason to get ETR’s Internet Money Club Independent Learner Edition. This program is an entire Internet business in a box – everything you need to set up a website, attract traffic, create products, and more. Get all the details right here.]