Until Trump came to power, Ronald Regan was probably the President that divided the notion of leadership the most. Seen as a B grade Hollywood actor there was no doubting the power of his pitch. When he ran for the Presidency, America was enduring a grim economy. In his pitch to voters, Regan could have delivered a declarative statement: Your economic situation has deteriorated over the last 48 months.” And he could have supported the assertion with a slew of data on the nation’s spiraling inflation and steep unemployment. Instead Regan asked a question: “Are you better off now than you were four years ago?”
By making people work just a little harder, question pitches prompt people to come up with their own reasons for agreeing or not. And when people summon their own reasons for believing something, they endorse the belief more strongly and become more likely to act on it.