Why Are You More Likely To Believe This Question Than A Statement?

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One of my mantras is that ‘The person asking the questions controls the conversation.’ But the power of questions goes beyond just the strategic and tactical aspects of reframing and refocusing attention. Questions do a myriad of things and one of them is they increase the likelihood that we will accept a piece of information. This is called the interrogative form effect. Which is a fancy way of saying that when you put information into the format of a question people are more likely to consider, believe or accept a statement than when it is in the form of a statement. Do you think you are you more likely to accept an idea if it is presented as a question?

This is especially useful when you want to subtly guide someone’s thinking, reduce resistance, or create a sense of curiosity. Here are some examples:

Overcoming Skepticism or Resistance

People resist direct claims but are more open to considering a question.

Statement: “Our service is the most reliable.” (Triggers skepticism)
Reframed as question: “What if you never had to worry about reliability again?” 

See how we’ve replaced skepticism with curiosity?

Encourage the prospect to convince themselves of the details

When people answer a question, they convince themselves rather than being convinced by you. This is useful in many situations.

Statement: “This plan will save you money.”
Reframed as question: “How much will you save with a plan like this?”

Framing the narrative

Want to say something bad without saying anything bad? Subtly frame the narrative with a question. A well-placed question can shape perception without making a direct claim.

Statement: “Our competitor’s product has major flaws.”
Reframed as question: “Have you noticed the issues customers are reporting about similar products?”

Triggering Curiosity & Engagement

Questions create an “open loop” in the brain, making people want to seek answers.

Statement: “This investment strategy works.”
Reframed Statement as question: “Do you want an investment strategy that works?”

Leading People to Take Action

When asked a question we automatically ‘own’ the response, it is ‘our thought’ and therefore ‘we know it is true’. Questions reduce psychological resistance.

Statement: “Do it now.”
Statement reframed as a question: “Why not do it right now?”

Statement: “You should take action now.”
Statement reframed as a question: “What’s stopping you from taking action today?”