Every writer of ad copy faces the same challenge - how can we lend credibility to the statement or claim we're making? For example, if my product is more expensive than the competition because it's better made, I could simply say so...
Our widgets are built with superior type X composites, so they perform better, last longer and make you twice as much money.
The problem is one of credibility. Why should you (or anybody else) believe me? After all, I'm hardly going to admit my product is worse than the competition. The usual approach is to include...
- Testimonial evidence (social proof)
- Scientific evidence in support of the claim (appeal to authority)
- Celebrity endorsement (liking)
- Brand association (peer identification)
These are all valid and useful methods in the ongoing battle to persuade, and you should certainly use them where appropriate. Professional ad copy writers don't leave it at that. Instead, we prepare the reader to accept the coming evidence in advance of disclosing it. And the tool we use to do that is the leading question.
A leading question is one that appears to offer a choice, but has only one answer. Essentially, it's a statement disguised as a question. Consider the following two questions...
- Would you like a cup of coffee?
- A cup of coffee would be great right now, wouldn't it?
The first question offers you complete freedom to accept or decline. It's a genuine question.
The second question begins with the statement 'A coffee would be great right now', and then adds the question. It's not a genuine question, because it turns the statement into a request for the reader to answer 'yes'. In other words, we're manipulating the reader.
The leading question is especially useful when we want the reader to accept something we're saying when there isn't much at stake (for him/her). It can help you close a deal, but it's more powerful when used to have the reader...
- Agree they would like a particular benefit
- Accept our evidence in support of a claim we're making
Here are two examples to illustrate the point...
- Nothing beats an ice cold beer on a scorching hot day, does it?
- In clinical trials BrandA was shown to relieve headaches twice as quickly as Brand B. And when it comes to relieving your headache, speed is essential isn't it?
The leading question is a remarkably useful tool, isn't it? Sorry, couldn't resist. They're especially useful as a way to prepare the prospect to say 'yes' to a particular claim or benefit. This prepares the prospect to say 'yes' further down the copy, as you home in on the close.
Wayne Davies is a
lead generation expert based in London (UK).
Occupation: Lead Generation Expert
Wayne Davies is a professional lead generation expert based in London (UK).
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