One of the most under-utilized tools in marketing is the question-as-headline. Questions beg an answer, so a reader, listener or viewer presented with a question instinctively begins the mental process of answering that question. Of course, the question — and its answer — have to be carefully designed to lead the consumer back to you and the benefits you provide. The classic example is the much-used “are you better off than you were four years ago” that reappears like clockwork with every national election — because it works. What question could work for you?