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 Are You Asking the Right Questions in Your Copy?
by: Karon Thackston
It’s a common
approach to writing copy. You begin by asking questions. Why? To evoke
thoughts in your readers' minds, to stir up emotions, and to get
customers thinking in the way you want them to think. But have you ever
thought about how you phrase your questions? Are you doing it in a way
that will have the greatest impact on your readers or are you just
throwing questions on a page?
Behaviorally
speaking, not everybody responds in the same way to the same questions.
Those with different communications styles will relate in a variety of
ways depending on how you phrase your sentence.
Using the DISC
Behavioral Profile, let me explain what I mean and show you how you can
start asking the right questions in the right way to suit your
customers.
D = Dominance
Those who fall in the
Dominance category of the DISC profile are described as: in control,
powerful, confident, visionaries, and risk takers. These people can be
managers, CEOs, high-ranking military personnel, entrepreneurs, and the
like.
Those who are
considered high in Dominance want to stick to business. They expect the
facts to be presented logically. They want presentations to be clear,
specific, and to the point.
This group of people
will respond better to specific “what” questions. For example, let’s say
we’re developing a headline for an ultra-fast printer. You wouldn’t want
to write a headline that asks, “How Do You Cure a Need for Speed?” That
question is vague; it’s not specific, and it begins with the word “how.”
CEOs, upper
management, and others in this category aren’t the least bit interested
in “how” you do anything. They are visionaries. They look at the big
picture, not the little details. Details are somebody else’s job!
Instead, try
rewriting that headline to include the word “what” and to be specific,
like this: “What Cures a Need for Speed?”
You can see a similar
relation in other behavioral styles (I, S, and C) and the types of
questions people in each prefer.
I = Influence
Those high in
Influence are generally found in the sales field or other fields that
require a lot of people/social interaction. They move fast and want to
focus on people-oriented tasks. They love to give their opinions and to
be asked for their thoughts on a matter. They love to be the center of
attention.
This group responds
well to “feeling” questions. Not just about themselves, but also about
others. For example: “Remember the excitement you felt when _____?” or
“How would your child feel if _____?”
S =
Steadiness
Those in the
Steadiness group want to be seen as people - not a number. They
appreciate logic, a touch of personal interaction, and they are
detail-oriented. They are generally slow decision-makers and are not
wild about taking unqualified risks. Those who fall into the Steadiness
category make up 40% of the general population and come from all walks
of life.
People high in
steadiness would be likely to respond better to questions beginning with
“how.” Possibilities include “How many times have you wished ____?” or
“How often do you ____?” They also respond well to questions that make
them think, like “Is your copy getting results?” They’ll likely want to
know what you can do about it if the answer is “no.”
C =
Compliance
When describing
someone who falls into the Compliance category, these phrases come to
mind: critical thinker, prepared, quality-oriented, incredibly detailed,
specific, and slow decision-maker. You’ll generally find these types
working as engineers, bankers, accountants, scientists, and the like.
Those high in
Compliance will respond best to questions including statistics and
questions that force them to look at all sides of an issue/problem. For
example, “68% of All Drivers Pay Too Much for Auto Insurance. Are You?”
Another idea is “Widget or Thingee… Which Makes the Most Sense?”
Phrasing your
questions in a way that allows your target customers to relate only
makes sense. When you hit a nerve - people will respond. Asking the
right questions… in the right way… within your copy will get you one
step closer to closing the sale.
About The Author
Copy not getting
results? Let Karon provide search engine copywriting, catalog
copywriting, or other types for you. Just visit
. You can also learn to write your
own SEO copy that impresses the engines and your visitors at
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