Sell • Persuade • Influence
This page uses examples of persuasion mistakes to teach persuasion by illustrating what not to do.
Be careful of the questions you ask
In this Taco Bell ad, they ask the question "Why Pay More?" Even though it is formatted as a statement, it reads
like a question.
Read it again and ask yourself: "Why should I pay more?" and see what answers you come up with. All of them will
drive you away from Taco Bell, not toward it!
The principle: Use only empowering questions that lead the answer that you want the reader
to come to. Be careful to explore all possible answers before you use the question. You can get additional
information about how to formulate persuasive questions on the DVD "Using Questions For Influence".