Seldom do I write or allow a ? mark in the headline or even copy of an ad.




Because it can be deadly.


It can depress response.


Let me give you an example:


Have you ever dreamed of owning your own business?


A headline like this immediately cancels out anyone who never had this thought.

Better to say something like…


Imagine owning your own thriving business in 6 months or less


Wow…even if I never wanted to own my own business that would catch my eye.


Here’s another example:


Did you know one phone call could lower your current health insurance rates?


Or how about:


One ten-minute phone call could save you hundreds in health insurance


There are exceptions, but they are rare. I recently wrote to investors interested in energy investing:


The Death of OPEC?


It worked very well… because it was a “shock” question.


But for most copy, avoid the question mark like the plague.


Sales copy isn’t asking a question. It’s a pitch. Questions leave your prospect in the position of turning you away. Don’t let them. Guide them through your copy with clear, exciting statements that guide them to the sale.


Call me at 310-212-5727. My team of professionals and I can help you put together a dynamic direct marketing campaign that generates results. Or email me at