One of the most profitable direct response ads of all time was a print ad for the Sherwin Cody School of English. Written in 1918, the ad ran for more than 40 years, generating millions of inquiries, and many millions in sales. Penned by the legendary adman and copywriter Maxwell Sackheim, its captivating headline read:
“Do You Make These Mistakes in English?”
Asking a good question is also a highly effective way to open your sales letter or direct response e-mail. And a good question is one that is both attention grabbing and involving. Take the above example, for instance. What if Mr. Sackheim had simply omitted a single word and instead created a headline that read: “Do You Make Mistakes in English?”
His headline would still have attracted attention. But chances are, after reading it, the vast majority of people would have routinely replied, “Sure, who doesn’t?” and turned the page. The word “these” involves us and draws us into the ad because it promises a payoff. Plus, it gives the headline a sharp, provocative edge that compels the reader to dig into the body copy of the ad.
What are these mistakes? Am I making these mistakes? I better at least give this ad the once over to see what these mistakes are. (How many of us, even today, could resist the urge to find out if we did, indeed, “Make These Mistakes in English?”)
Because questions can be such powerful openers, I want to share these question-crafting formulas that are easily adaptable to many different types of businesses.
1. Did you know
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