You’ve probably heard – you need to grab your reader’s attention with a headline. That’s true.
So now the reader turns to your opening. Ideally, you’ve chosen the perfect story…unless you’ve got a short piece (like a landing page) and need to dig right into the action.
When this happens, I recommend pull questions – questions or bullets that resonate so strongly with your audience, they pull readers into your world.
You’ve probably seen these:
Do you feel that you keep working hard but don’t see the results you hoped for?
Do you love what you do but hate marketing because it feels SO inauthentic?
These pull questions won’t strike a chord in the heart of most readers. They’re abstract, so they don’t appeal to emotions. And they’re cookie-cutter.: they sound like everybody, which means nobody.
How To Write Attention-Grabbing Pull Questions
Highlight the problem you solve (in their words):
“You’ve worked with 5 mentors and 4 home study courses and you are still struggling to get past $20K a year.”
“You promise yourself you’ll order fruit slices for dessert, but for the third time this week there’s a fudge sundae on your plate.”
Draw on the reader’s emotions.
“Are you frustrated with dozens of get-acquainted calls that never turn into new clients?”
“Are you tired of pulling all-nighters to finish your sales letter copy – and wondering why nobody else seems to be working this hard?”
Get the reader to say “that’s me!”
A professional organizer:
Did you know that many people pay late fees simply because they can’t find their bills?
Have you bought three pairs of gloves because you thought you lost them (and they turn up in your own closet, under a pile of old sweaters)
A fitness trainer :
“Do you tell yourself it’s time to hit the gym, but somehow you’re too tired to leave the couch?”
“Do you find yourself puffing up a flight of stairs when you see others flying by?”
Bottom line:
Headlines and openings start the same way: with your client’s back story.
When you begin with your client’s back story, you’ll know instinctively how to write copy. You’ll support your brand, differentiate your services, and deliver more value.
What are your thoughts about pull questions?
Reply in the comments below.
If you’d like to work with me to get higher conversions from your content, answer the “what’s your story” question or nail your small business brand? The best way to begin: sign up for a consultation at http://mycopy.info/storyconsult
