When I first joined Yardstick, I was quickly warned to give rhetorical questions – especially “Why not?” – a wide berth.
At first, I didn’t understand why. They seem conversational and engaging, after all, so surely they’d be an effective tool for drawing in readers (or so I thought).
But the more I wrote, the more I realised just how easily rhetorical questions can backfire.
Instead of boosting engagement, they can weaken your message and create doubt in readers. At times, they may even come across as patronising or leave your content feeling superficial.
So, continue reading to discover why rhetorical questions might not be doing your writing any favours and what you may want to consider instead.
“Why not?” and other rhetorical questions might invite the wrong response
Perhaps one of the most problematic rhetorical questions – and a personal pet peeve of mine – is “Why not?”
It might seem inviting, as this simple prompt could encourage action and thought. But in practice, it often has the opposite effect.
Rather than nudging readers towards engaging with your writing, you could inadvertently cause them to list reasons why they shouldn’t connect.
Imagine a financial planner writing a blog aimed at attracting new clients. They may conclude their piece with: “Why not take advantage of our services and start working towards your long-term goals?”
While this is undoubtedly intended to sound encouraging, the first thing a reader might do is answer the question with objections, such as:
- “Because I can manage my finances on my own”
- “Because I’m too young to worry about retirement”
- “Because I don’t trust financial professionals with my wealth”.
The entire purpose of rhetorical questions is to create dramatic impact, gently leading a reader towards a conclusion they believe they’ve made themselves. But instead of reinforcing your core message, “Why not?” might simply open the door to objections.
And it’s not just “Why not?” that is at fault – rhetorical questions in general can sometimes feel patronising or alienating for readers.
Phrases such as “Do you want to save for the future?”, or “Would you like to make smarter financial decisions?” don’t add much value to your writing. If anything, they might simply serve to frustrate readers or make your content feel vague and empty.
Worse still, your questions might come across as entirely redundant, weakening your writing rather than strengthening it.
2 alternatives to rhetorical questions
Of course, the purpose of this article isn’t to ensure that you never use rhetorical questions in your content ever again. When used sparingly and with purpose, they can be an effective tool in your writing repertoire.
Still, if you find yourself relying on them too often, here are two alternatives worth considering.
- Use clear, benefit-driven statements
Rather than asking broad and obvious questions that result in readers making incorrect assumptions, it might be prudent to focus more on direct statements that leave nothing to chance.
Instead of asking, “Do you want to achieve your goals in retirement? You could do so with our help”, provide compelling, benefit- and data-driven information, such as “100% of our clients said that working with us has helped them achieve their long-term aspirations”.
The latter example provides concrete value, reinforcing the benefits of your service rather than prompting vague responses. It might also ensure greater clarity, helping the reader understand exactly how they could benefit.
Naturally, any statements you make must be compliant, especially when you’re writing about financial services. That said, by focusing on the direct and tangible benefits of your service, your writing might quickly become more persuasive and informative.
- Address readers’ concerns directly
Empathy is an essential part of effective writing, and you need to address a reader’s concerns and show that you understand their perspective.
Rather than using rhetorical questions that assume engagement, you could instead tackle any potential objections head-on.
Say, for example, you’re writing a blog aimed at prospective clients who have had negative experiences with financial planners in the past.
You could be tempted to write: “Why not trust us to manage your wealth?”. While this might sound like an open invitation on the surface, it fails to acknowledge the reader’s position.
Instead, a stronger alternative might be, “We know that trust is earned. That is why we operate with complete transparency, answering all of your questions to ensure you feel confident every step of the way”.
This approach is far more proactive, addressing readers’ concerns directly rather than waiting for them to list their own reasons for doubts.
You can benefit from working with an experienced team of professional marketers
As you can see, deciding how best to engage readers can be incredibly complex. While you want to write copy that captivates and leaves a lasting impact, you might overthink things, making the process feel overwhelming.
This is where working with a professional makes all the difference.
Our team at Yardstick have years of experience crafting effective content, including newsletters, social media posts, guides, and more.
By understanding your target audience and knowing what makes them tick, we can create content that resonates with them and delivers real value to your service.
If you’d like some of this expert guidance in producing compelling content, please email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out more.
