One-Minute Communications Tips Archive
May 2009

Too Many Questions Diminish Your Authority

When writing an article or marketing copy, you may be tempted to open with a series of questions. The questions supposedly get the reader thinking and nodding yes, prepping her for the solution you're about to suggest.

But that barrage of questions sets the wrong tone.

Your reader expects you, the expert, to provide information — not queries that force her to do mental work. Thanks to habits developed on the Web, we're all in a hurry to get to the meat of the matter with the least amount of effort expended.

Instead of peppering your reader with questions, make statements that show your authority. They reassure the reader she's in the hands of a professional who understands her concerns.

It's all right to begin with a thought-provoking question, or ask an occasional one in the body of your text. But as the boss or expert, you need to supply the answers in fairly short order.
 

© Arun Sinha, Access Communications. Access Communications is a marketing communications and technical writing firm based in Stamford, Connecticut, USA. Sign up for Access Communications's One-Minute Communication Tip at http://www.AccessConsultingInc.com. Once a month, you'll receive an actionable idea or technique on an aspect of business communications, distilled into about 150 words.

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