You don’t have to be an award-winning copywriter to craft powerful messages for your target audience. However, it does takes practice and some direction on how to channel your inner copywriter.
One of the most effective ways to create compelling marketing copy is to master the “Marketing Pull Question.”
Pull questions are questions you ask in your marketing copy that pull your ideal clients to you. It focuses on your ideal clients’ struggles and problems, and helps them realize that you understand their predicament.
One more thing: When reading your pull questions, the answer that should always pop into your ideal client’s mind is YES.
And with some practice and a good ideal client profile, marketing pull questions are not too difficult to write.
How to write marketing pull questions
Here’s what to think of when writing your pull question:
- Spell out clearly what is your customer’s problem today (not yesterday’s problem, or tomorrow’s problem)
- Make it one idea and focus on one thing
- Stick to one sentence for this question
- Using words that evoke emotion and feeling
- Be simple and clear (this is not the time for SAT prep words!)
- Use words your ideal customer says
Here are three pull question examples to get your creative juices flowing:
- Did you have high hopes on working out this morning but you decided to stay in bed instead?
- Have you promised to stop yelling at your kids only to find yourself screaming at them during homework time?
- Do you want to learn more about Twitter but haven’t found the time to even start your account?
Creating an image for your reader
Now, to kick your pull questions up a notch, think about creating an image that pops up in your reader’s mind. In other words, paint a picture for your reader that reminds her of her life right now.
Check out these examples and see how they conjure up an image in your mind’s eye:
- Do you often stare at the produce section in the grocery store, wishing your kids would eat more fruits and vegetables (then end up throwing more Little Debbie snacks into your cart)?
- Are you at the breaking point of your business where you’ve thought about quitting and going back to the corporate world, even though the very thought of it makes you want to vomit?
- Do you wake up at 2am in a cold sweat because you’re worrying (again) about how you will find people to buy your products?
- Have you been desperately trying to find clients for your business to the point you’ll take anyone, even people who underpay but overwork you?
Why are these sentences even more powerful? First, they use actions words, such as stare, wish, throw, quit, vomit, worry, underpay and overwork. Secondly, they create a setting – a sense of place for your ideal client (grocery store, corporate world, middle of night in bed).
Be patient with the writing process
Ernest Hemingway once said: “The first draft of anything is shit.”
It’s important to remember that writing is a process. Even the most gifted writers in the world write drafts after drafts until they reach a point of satisfaction. Expect to write several drafts of your pull questions. Once you complete one draft, step away from it for a while and then look at it with fresh eyes.
Did you know Stephen King puts first drafts of his books in a drawer and doesn’t look at them for 6 weeks?
You probably don’t have the luxury of waiting 6 weeks, but you can come back to your writing in a few hours, or even the next day. The idea is to step away, gain perspective and come back to your writing.
Don’t wait – go ahead and start drafting 5-10 pull questions that you can use in your marketing. Write from your heart and really put yourself in your ideal clients’ shoes. With pull questions, you’ll find that your ideal clients will come to you – and you can help them with your special light and gifts.