June 2008

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It's better to ask smart questions than to tell someone how much you know

Don't you just hate a "know-it-all"? Someone who tells you the way things are, or the way things should be, and never really listens to what anyone else has to say. People like to be heard and their opinions respected, not told what to do or the way things are.

Know-it-alls appear in many forms, including sales copy. I'm going to ask you to look at your marketing materials. Do you tell people the best way to do something, or do you ask them questions that lead them to the answers you are looking for? Asking questions is the best way to get your prospect involved. Do you ask the reader smart questions that lead right into your product or service?

The best way to learn this concept is to take a look at some examples. 

Telling customers how great you are:

"We've helped over 20,000 restaurants achieve profitability with our systemized approach to marketing."
"The consultants at CPA America are "master level" accountants with over 10 years experience helping small business owners like yourself pay the least amount of taxes."
Asking smart questions (showing how great you

"Has your restaurant tried any referral marketing programs to increase revenues? How did that work for you? Was your staff open to making changes?"
"How did your previous accounting firm handle tax write-offs? Did they process them using an automated system?"
Do you see the difference between "showing" your strengths versus "telling" your strengths? You should use this system of "show versus tell" in the copy you write, as well as in the verbal sales you make. Ask powerful questions in your headlines and introductory paragraphs.

In addition to asking powerful questions, telling stories and using examples of clients you've successfully solved problems for are terrific ways to demonstrate capabilities rather than "brag" about how great you are.

Founder of A Marketing Connection and The Copywriting Institute, Kelly Robbins, MA, is an award winning copywriter and healthcare marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, "5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits" at www.AMarketingConnection.com or 303-460-0285.

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