“Asking Questions” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the latter part of 2017).
Thus says the LORD: “What wrong did your fathers find in me that they went far from me, and went after worthlessness, and became worthless?”
The essence of copywriting is to purposefully engage your reader, both his heart and mind. Unless you grab and hold his undivided attention, you’ve lost him. One of the main ways to draw him into your copy is by asking questions, right at the beginning but also throughout your message.
- Engage the heart and mind
- Make him feel and think
- Grab and hold his attention
- Ask pointed, penetrating, and reflective questions
- Make the questions direct and personal
Throughout the Bible God asks you very personal, pertinent, and penetrating questions. He does so in order to stop you dead in your tracks. We normally go through life without much consideration to what truly matters. Billy Graham once said, and I paraphrase: we work a lifetime for a good retirement, but don’t take 5 minutes to think about what will happen when we die.
God confronts us with reality. He asked Adam: “Where are you?” God wasn’t unaware that Adam was hiding “among the trees of the garden” (Gen. 3:8-9). Rather, He wanted Adam to reflect on what He had done and how it had affected him. Could it be that, just like Adam and Eve, we’re running away and hiding from reality? The apple doesn’t fall far from the tree, right?
Jesus has similar personal, pertinent, and penetrating questions: “For what does it profit a man to gain the whole world and forfeit his soul? For what can a man give in return for his soul?” (Mark 8:36-37). If properly pondered, those questions will either cause us to pursue His “copy” or repel us from it. Isn’t that what great copywriting is all about, making sharp distinctions?
In Jeremiah God asked the following confronting question: “What wrong did your fathers find in me that they went far from me, and went after worthlessness, and became worthless?” Great copywriting is to write in such a way that no one can argue with the implied answer to the rhetorical question.
The Christian Copywriter