Is This Any Way to Start a Spot?

My alt. title was What is Sexy?, but I thought that was incredibly cheesy and readers of The Promo Code deserve much more. Either way, it's all about the same thing:  

When should you use a question in your copy? Or, You should never use a question in your copy. Or, To question or not to question, that is the...  Let's move on,shall we?

The usage of a question in copy is, IMHO, a missed opportunity. Too often, it's of the yes/no variety. You ask the question. The viewer answers yes or no. The viewer moves on.

Let's see this in action: 

V/O: Did you know there's something in your kitchen that could kill you?
VIEWER: Sure.
Viewer changes channel.

The problem is obvious. The viewer has been given the chance to answer and nothing else. Yes, they know something is deadly in there. What else do you want from me? Unfortunately, nothing else.

Now, sans interrogative: 
V/O: There's something in your kitchen that could be killing you.
VIEWER: What could that be? I'll stick around for five more seconds.
As you can see, we're getting there.

Now, for the pies de resistence: 
V/O: Something in your kitchen could be kllling your quintuplets.
VIEWER: Aiiiieeee!!!

By adding a little emotion to the statement, we've upped the ante. Our gentle viewer wouldn't dare changing the channel now. For Pete's sake, think of the quints! The key here is that by making statements, you dictate the viewer's emotional reaction. Tell them how to feel and don't be ashamed. This is promo, dammit!
Questions are for... questioners.  And Nuremberg lawyers.

Which open appeals to you more?

a) Looking to go someplace romantic this weekend? OR
b) This weekend, you can re-discover romance.

a) Do you have unsightly bunions? OR
b) Now you can remove unsightly bunions.

a) When news really matters, who do you turn to? OR
b) When news really matters, Chicago turns to us.

(The correct answer to all examples is b)

Like all guidelines, this is not an absolute. The biggest exception is when you answer the question, so that the viewer doesn't have to. Also, be sure it is an open-ended query, one that demands involvement.

In the seemingly-random reference to What is Sexy? at the top, the question can be effective if followed by things that are, in the brand's opinion, sexy. Obviously, the more of a twist, the more interesting and memorable the spot. If "What is Sexy?" is followed by half-naked people, then glamour shots of razor blades in a spot for Gillette, you've taken the viewer down your intended emotional path.

What's more, you didn't leave it up to them how to feel about your shaving devices.  Or at the very least, you loaded the deck.

So, the next time you're tempted to start a spot with a question (or blog entry, for that matter), ask yourself, "Aren't I better than this?" I mean, "I'm so much better than this. My high school English teacher had no idea what she was talking about!"

But I digress. Once again.

-Ed "Not Big Daddy" Roth

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