Usable Words

YOU SAY: “Our partners have over 100 years of combined experience.”

WHAT YOU WANT US TO THINK: “Wow, those guys must really know what they’re doing!”

WHAT WE ACTUALLY THINK:

(No, we don’t do the maths.)

Here’s something I’ve been seeing a lot: businesses, especially small businesses, especially small businesses who write their own copy, using “why not?” questions in their marketing. As in: “If you’re looking for a nutritious snack, why not try our delicious nut mix?” “Bored in the evenings? Why not learn French?” And so on.

I’m not a great fan of this. But before I explain why, it’s important to ask what people who use this form think they are doing. What’s the attraction of “why not?” I think it boils down to three things:

1. It’s a question. Asking customers questions is supposed to be good because it makes it sound like you’re interested.

2. It’s not boasting. It’s politely inviting people to try your product, which will of course then proceed to sell itself. (This diffidence about actually telling people you’re any good might be an Australian thing.)
3. It saves you the trouble of actually identifying and describing your product’s real benefits.

I think we can deal fairly speedily with 2 and 3. Regarding 2, this reluctance to brag about – sorry, to enumerate the wonderful features of – your product is just something you need to get over. (As true for me as it is for anyone, by the way, if not more so.) As for 3, if you can’t be bothered to articulate the benefits of your product for yourself, hire a copywriter to do it. (What a masterfully delicate hint.)

What about asking your customers questions, though? Isn’t that a good thing? Well, yes, asking questions in your marketing copy is often a very good thing: it helps people to engage with your product by identifying needs they might not have even known they had, which is a great kickstart towards giving you a chance to meet those needs. It also has the side benefit of filtering your customers down to your target markets, so that you don’t spend all your time dealing with queries from people you can’t help.

“Bored in the evenings?” is this kind of good question. But “Why not…?” isn’t. The trouble with “Why not?” is that it’s a rhetorical question, a question you don’t actually want an answer to. And the trouble with using rhetorical questions in marketing is that people tend to answer them. “Why not try your nut mix? Because it sounds the same as every other nut mix, that’s why not!” “Why not learn French? Because I tried to learn it in high school and I hated it!”

So concentrate on giving people reasons why. Don’t invite them to think of reasons why not.