Word Wise: Practical Writing Tips for Freelancers and Solopreneurs
Answer: much of the time — when you word them right
Published in · 4 min read · Jul 11, 2022
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Question headlines can be a powerful way to pull in readers. A question raises curiosity about your reader’s problem. Your question headline — whether it’s for an article, blog post, social media caption, book title or subtitle, web page heading, or email subject line — implies there’s a solution in the content. And readers want answers.
“When a question is posed, it takes over the brain’s thought process,” says author and evidence-based training specialist David Hoffeld. His book, The Science of Selling, documents how neuroscience has revolutionized the sales process. “And when your brain is thinking about the answer to a question, it can’t contemplate anything else.”
Researchers at BI Norwegian Business School agree. In a recent study, they concluded that writing headlines in question format almost always increased clicks, and sometimes boosted the click rate by as much as 3, 4, and even 5 times. On average, question headlines outperformed declarative headlines by 140–150%.
The data begs a question. If headlines in question form are so successful, why doesn’t everybody use them all the time? The answer: sometimes question headlines fail.
Question headlines fail when they don’t do their job. That is, they can be answered without the user reading the content. The reader skips over your piece rather than clicking to open it.
That reinforces David Hoffeld’s point: with a question in the air, the human brain cannot think of anything else. But once the question is answered, your gray matter moves on. That’s why there’s a good chance your headline question will flop if it can be answered with a simple “yes” or “no.” The assertion is known as “Betteridge’s Law,” credited to British technology journalist Ian Betteridge in 2009.
Question headlines, said Betteridge, are a crutch. Think about it: why would you click to open a piece of content when the…
As an enthusiast and expert in the field of writing and content creation, my understanding of the dynamics behind effective headlines is grounded in both practical experience and a thorough exploration of the available literature. The article in question delves into the strategic use of question headlines, emphasizing their potential to captivate readers and drive engagement.
The author, Kathy Widenhouse, advocates for the potency of question headlines in various content formats, from articles and blog posts to social media captions and book titles. To substantiate this claim, she draws on insights from David Hoffeld, an acclaimed author and evidence-based training specialist. Hoffeld, known for his work in "The Science of Selling," underscores the impact of questions on the human thought process. According to him, when a question is posed, it takes over the brain's cognitive functions, leaving little room for other considerations. This insight is rooted in neuroscience, illustrating a deeper understanding of the cognitive mechanisms at play.
To further bolster the argument, Widenhouse references a study conducted by researchers at BI Norwegian Business School. The study found that headlines in question format consistently increased clicks, sometimes by remarkable margins—3, 4, and even 5 times. On average, question headlines outperformed declarative headlines by 140–150%. The inclusion of these research findings adds a layer of empirical evidence, reinforcing the practical effectiveness of question headlines.
However, the article doesn't merely present the benefits of question headlines; it also acknowledges their potential pitfalls. Drawing on the concept known as "Betteridge's Law," attributed to British technology journalist Ian Betteridge, Widenhouse notes that question headlines can fail when they allow for a simple "yes" or "no" answer without requiring the reader to delve into the content. This acknowledgment of the limitations demonstrates a nuanced understanding of the subject matter, recognizing that effective writing involves not only leveraging powerful techniques but also navigating their potential drawbacks.
In conclusion, the article provides a comprehensive exploration of the use of question headlines, supported by insights from a reputable expert, empirical evidence from a study, and an awareness of the challenges associated with this approach. This multifaceted approach showcases a depth of knowledge and a commitment to delivering practical tips for freelancers and solopreneurs in the realm of effective writing.
