Have you ever noticed that compelling communication often starts with a question? This is because questions can engage a reader or listener in ways that an assertion–no matter how correct–has no power to do. Frank Luntz, political consultant and author of Words that Work, tells us why:
“The reason for the effectivenss of questions in communication is quite obvious. When you assert, whether in politics, business, or day-to-day life, the reaction of the listener depends to some degree on his or her opinion of the speaker. But making the same statement in the form of a rhetorical question makes the reaction personal–and personalized communication is the best communication.”
The next time you want to attract a listner’s or reader’s attention, it’s worth your time to develp some good questions–not predictable and lame rhetorical questions, but ones that throw a strike toward your audience’s values or trigger real thought. Sometimes a good question is worth a thousand facts.