I collect questions from a wide variety of sources. Since I read over 30 magazines a month (on real paper), I naturally notice advertisements that use questions to persuade people to buy a product, service or experience. After more than a decade of collecting, I have several file boxes filled with examples. Many questions have been carefully formulated using research-tested words that engage people to think… Many are "open ended" questions that lead to answer that is naturally addressed by buying a product, service or experiences from… the advertiser!
Below you will find five examples from IBM, AIG, ETRADE, Adantair and Sharp. In future articles, I will share a picture of the full advertisements from which the questions were excerpted. Additionally, I will provide directions for the "Questionable Advertising" brainstorming technique that has proven valuable in many creativity and innovation workshops. You can expect me to share at least one "Questionable Advertisement" several times a month! Feel welcome to start collecting advertisements that use questions in any print publication. Take a high quality photo of the "advertisement that contains a question" and email it to firstname.lastname@example.org. If we you provide a question we do not already have in our library, we will send you a gift of appreciation.
Questionate-to-Innovate, Gerald "Solutionman" Haman
Source: Sharp Copiers