How To Make Outstanding Brochures to Generate Sales

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Do Questions Make Good Headlines for Brochures, Web Pages, Newsletters, and Direct Mail Fundraising?
Do question headlines work?

If you are reading this article, then the answer is a definite "yes."

I spent several happy years as a copy editor and headline writer at The Journal Gazette. Some people argue vigorously against the use of questions in headlines. But I disagree. I believe that asking a question is one of the most potent attention-getting openers for public relations writers who produce Web sites, fundraising appeals, direct mail, brochures and newsletters. To be effective, the question headline must ask a question that the reader can empathize with or would like to see answered. Some examples:

-- "Do you make these mistakes in English?"

-- "What do Japanese managers know that American managers sometimes lack?"

-- "Is THIS what your teen will be doing tonight?"

-- "Do you have you any of these decorating problems?"

-- "Do you close the bathroom door even when you're the only one home?" (Psychology Today)

Don't let anyone tell you that questions in headlines are a bad idea.

Shifting gears but still speaking of headlines....

Just for fun, here are some real-world headlines that may have missed the mark.

-- Juvenile court to try shooting defendant

-- Plane too close to ground, crash probe told

-- Miners refuse to work after death

-- Stolen painting found by tree

-- If strike isn't settled quickly, it may last a while

-- Cold wave linked to temperatures

-- Red tape holds up new bridge

-- Typhoon rips through cemetery; hundreds dead

-- New study of obesity looks for larger test group

-- Astronaut takes blame for gas in spacecraft

-- Kids make nutritious snacks.

Steve Cebalt of Bottom Line Public Relations is Founder of the Social Marketing Leadership Roundtable in Fort Wayne, Indiana. He specializes in marketing, advertising and public relations issues of interest to nonprofit communications professionals. http://www.bottomlinepr.com.

www.nonprofitPRforum.blogspot.com

Copyright Steve Cebalt 2007 May be used with author acknowledgement

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