Headlines To Question or not to Question that's the question?!

Copyright 2013 Dennis S. Vogel All rights reserved.
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I'm confused. Unfortunately not a new issue.
I hear & read how effective question headlines are.
I also read & hear that only experts should use question headlines.
What's the answer? Or is it the typical there are no experts, only marketers with different experiences.

Subject: Which Subjects & Questions Do People Want To Hear & Answer?
In reply to: "Headlines To Question or not to Question that's the question?!"

Thanks for the question. Here's my non-expert, different experience perspective.

The main issue is - advertisers might ask a question which listeners/readers would answer with 'No' or any answer that won't help the advertiser. Nobody will ever sell to everybody, right? So, what's the problem?

"Ever call in & request a song? Ever sit around waiting for it to be played? A Trane will never keep you waiting."

If people answer either question with 'No', they may stop listening/reading the advertising. What does requesting a song have to do with heating, ventilation & air conditioning (HVAC)?

I understand the concept of waiting & urging people to avoid waiting for service. I disagree with the decision to start that commercial with a non sequitur issue.

What also came to my mind is a recent promotion I've been hearing.

I don't want to directly critique the advertiser, yet here is the basic message:

The commercial's opening statement is - "Are you looking for a weekend getaway?"

Avid sports fans may ignore the rest of the message because maybe they have no interest in a weekend getaway. It may depend on how they interpret what "a weekend getaway" is. Yet, they may want to participate in the promoted tour of famous sporting event venues.

A better choice for an opening statement may be 'Tour Lucas Oil Stadium. See Churchill Downs. Experience Indianapolis Motor Speedway, home to the greatest spectacle in racing, the Indianapolis 500.'

It should begin with whichever part of the tour is most interesting to most message recipients. Using sporting event sound effects may help attract sports fans' attention.

Messages should begin with whichever benefit is most interesting to most message recipients.

My point here is a journalistic axiom: Don't bury the lead.

Whether you ask questions or make statements, be sure your message is set to elicit responses that will help you be effective in helping your market niche.

Is the message about waiting for a song to be played or heating, ventilation & air conditioning systems? What is the advertiser trying sell? That's what the message should start & end with.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2013 Dennis S. Vogel All rights reserved.
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