Question are always good at getting people into your advertisements, but only if you ask the right kind of question, and to do that you need to know w...
Question are always good at getting people into your advertisements,
but only if you ask the right kind of question, and to do that you need to know what types of questions there are.
Different styles of questions can have very different effects on people.
The first style of question is the open question. The reason the question is open is because the answer is going to be open ended. If you asked, “How has your day been,” as a general example, this is an open question. The answer can be anything. It can be long or short and it can be approached in a lot of different ways.
These kinds of questions are good for brochures. They get a person thinking more than a lot of other kinds of questions, which leaves them open minded and willing to hear more from you. The rest of the brochure can be about answering that question or explaining why you can help them.
You can also put an open question on a full color business card to help get a person more interested in it. As soon as they look at your card the question will get them thinking, which will help them to remember who you are and what you do.
There are a lot of different applications of color printing that benefit from the open question, and you should consider it whenever you’re designing something.
The next kind is a closed question. These have a simple, yes or no answer most of the time. If you ask, “Are you paying too much for your car insurance,” the answer is simple, and if it is yes, than you can explain why you can provide them with something better.
These are good for flyers and postcards because they are often simple, straightforward questions, and go well with a short follow up.
Funnel questions are more than just one question, and act as a kind of repetitive closed question. This is when you ask a number of closed questions, one right after the other, to get a very specific answer. The point is for each answer to help frame the next question. These work well with a style of advertising where you have more room to work, and work best of all when you’re talking to someone in person.
A leading question comes next, and like the name sounds, is where the question leads to a specific answer. These are good if you want to get a person thinking about one particular answer, and can work well with the funnel question if you want to write down a series of questions. After all, you need to know the answer to have the next question follow from that answer, and to know the answer you need your question to be a leading one.
If you stop and think about it, all of these styles of question are used all the time in every day life. People are surrounded by them so much they often forget the impact they have. If you know how to use them, you’ll be able to see a nice improvement in your advertising.
