Could it be that common traits passed down by our ancestors can make or break your marketing?
Consider these simple questions:
- What is your favourite colour?
- What time were you born?
The fact is, the way our brains are wired, there is no way you can ignore answering those questions.
They trigger an immediate response, whether you like it or not.
Because our lives once depended on it
- How do I start a fire to cook that mastodon?
- How do I keep the sabre-toothed tiger that is chasing the mastodon from making lunch of me first?
Our brains are wired to answer questions to extend the life of the species. But this same mechanism is automatically triggered whether the question posed to your brain is life-sustaining or something as simple as asking “What is your favourite colour?”
That is why headlines like the classic “Which of These Mistakes do You Make in English” are impossible to resist. Your brain will not rest until it finds the answer. Conveniently, all you must do is read the ad to get relief.
So, if you want to increase the success of any ad, sales letter, or web page, try rewriting your headline as a question. You will be surprised by how much this can increase your response.