Like all the copywriting tips, rules, guidelines, techniques, and philosophies so far, this tip is not the truth, the whole truth and nothing but the truth. Your mileage may vary. Still, if you’re reluctantly writing copy, you might was well do what’s worked for me in 19+ years at iHeartMedia where I wrote 24,500+ radio commercials.

#10. Don’t ask questions.

Wait, you say, Got Milk? is famous and it’s a question. True. But, it didn’t really sell more milk. There were many other factors but sales declined. Was it because they asked a question? Maybe. Maybe not. Probably not. But, logically, there are reasons to avoid questions:

You give control of the message to the listener.
The listener starts thinking of the answer instead of listening to the commercial.
You might not like the answer and if the answer is no, the listener may mentally or literally tune out.

Is this an irrefutable fact? Don’t know. Mileage, vary. But it’s something to consider because your client bought this time and you want to use every second to share their one, main message.

Is this a good tip? Don’t answer that.

Questions or comments? John@jjwriter.com.

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