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Article: Ask me a question ... and you've grabbed my attention. (using questions in direct marketing)
- Article from:
- Direct Marketing
- Article date:
- July 1, 1996
- Author:
CopyrightCOPYRIGHT 1996 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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If you're asking yourself as you write a direct response message, "Why should anyone pay attention to this?," recognize that a question, even one such as you've just asked yourself, is automatically reader-involving.
One of the always-available but strangely underused (never "underutilized" if you have genuine communications credentials) rhetorical tricks available to direct marketers is the question.
Questions trap the message-recipient in an absolute snare. That same reader or viewer or listener who can turn the page or toss the mailing or switch channels or click a mouse is stuck...on the tip of your punctuational rapier.
Okay, we've all known that ...