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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
February, 2005
Volume: 20 Number: 2
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Add impact to your copywriting with Questions and Answers
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If you're looking for an effective way to communicate
complex information in a brochure or flyer, consider
including a "Question & Answer" section.
You've seen them before. You start with a question (about
your product or service) set in bold type, followed by a
short answer set in plain text. Then you go on to the
next pair of Q. & A.s, and so on.
Copy research proves that people pay attention to
Q. & A.s and read them with great interest.
When does it make sense to use the Question & Answer
format?
I think it's best used to deal with prospects' doubts
and skepticism. For example, if you're selling software,
you might confront readers' concerns that your
product may not meet their unique requirements or that
it's difficult to use. The Q. & A. section is the perfect
place to set readers' minds at ease by confronting
their fears head on and dispelling them.
Here are some proven tips that can help add some sparkle
to your next brochure or flyer:
1. Give your Question & Answer section a title.
Never just say, "Questions & Answers"
and let it go at
that. Always try to warm things up with a little
personality and add a "finished" quality.
SOME HEADLINE TITLE EXAMPLES:
Five commonly asked questions about contact management
software.
Do you know the answers to these important database
questions?
How to select tax preparation software -
straight answers to tough questions.
Do you have questions? We've got answers!
2. Use interesting typography.
You don't have to keep repeating the whole words
"Question" and "Answer" every time. It can look
extremely
ugly.
You can simply set the letters, "Q" and "A"
in an
attractive, bold serif typeface for some visual appeal.
(Caslon, Palatino, Calligraphy, and Garamond work well).
3. Use a conversational tone.
A lot of Q. & A. sections I see are much too uptight
and
formal.
A typical question might read, "Who can benefit
from
presentation software?"
This is cold. Distant. Impersonal.
Wouldn't it be better to risk sounding like a flesh
and
blood human being and ask a real question? -- "So far
I've been doing just fine using a flip chart. Can your
software really save me time and increase the impact of
my presentations?"
4. Use Q. & A.s to overcome obstacles to the sale.
A Q. & A. section assumes that your readers have
some
doubts and uncertainties that have to be dealt with.
As mentioned, the copywriting trick is to pick up on
their concerns or skepticism, then overcome their doubts
with facts and persuasive arguments. In other words,
don't waste space restating benefits that are explained
elsewhere in the brochure or flyer. Use the Q. & A.
section to articulate consumers' concerns and deal
with them forthrightly.
5. Don't have too many Q. & A.s.
I think about five is a good number to deal with. If
you
add too many more it can start to get boring.
6. Include the guarantee.
If you offer a solid guarantee, do ask a question about
it.
EXAMPLE:
Q. What happens if I order your software and find out
that it doesn't meet my needs?
A. No problem. Just return it within 30 days and we'll
promptly refund your money, no questions asked. There's
no risk or obligation of any kind.
7. Drop the Q. & A. section in a fine-ruled box.
It's nice to set your questions and answers apart from
the rest of your brochure or flyer. That's why I suggest
you run a one point rule around it. The box adds visual
interest and focuses readers' attention on what
you've got to say.
Where should the Q. & A. section go? I think it
works
well towards the end of your piece -- where it can have a
summing up function.
If you're really jammed for space you can always put
it
on the inside back cover.
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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