A double-barreled question, also known as a compound question or a double-direct question, is a question that touches upon two different issues and is sometimes regarded as an informal fallacy. However, it only allows for a single answer.
Essentially, a double-barreled question makes the mistake of combining what should be two questions into one.
Advertising expert David Ogilvy stated, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
In other words, if you want your product to sell, then you better have a winning headline.
To find its winning headline, the company LeapIN created a PickFu poll, testing out two different headlines for its landing page. It asked the audience, “Which tagline makes more sense and better relates to what the company is doing?” The audience consisted of men and women, ages 25-54.
“You don’t seem that short,” people often tell author Seth Ulinski.
At 5’7″, Seth is three inches below average height. In the introduction to his book Amazing Heights: How Short Guys Stand Tall, he jokes that perhaps he could chalk it up to “really” being 5’7″ and a half. But it’s more than that: an attitude. A posture. A frame of mind. And his book serves as a guide for the estimated 60 million other men in the “short guy fraternity” to gain the same confidence.
“I decided to write the book after I noted that there were limited resources addressing the unique challenges of the not-so-tall,” Seth said. The book “examines society’s height bias and provides ways for readers to build their presence,” including how to shop for height-maximizing clothes, career tips, and advice on dating.
Viewers can draw strong conclusions from the tiny app icons in an app store. In that split second that they view the icon, they determine not only what type of app it is, but if they want to download it.
The logo is one of the staples of your business. It establishes your brand. It distinguishes your company from others. Therefore, it’s important to make sure that you have tested your logo design on a target audience. It might surprise you to find that one of your creative design choices doesn’t fly with your audience at all.
A company recently experienced this when testing its logo using a PickFu poll. It asked the test panel, “Which logo is more appealing?”
Both logos are all black. Option A shows the words “SAVAGE GENERAL” with a sprocket wheel behind it.
Option B has the words “SAVAGE” and below it, the words “GENERAL” are upside down.