Vintage IBM ad asks and answers questions

This vintage IBM copier ad nails it with a powerful twist: it asks the exact questions buyers are already thinking and then answers them all with one confident word.

The Genius of Asking First

Instead of listing product features, IBM gets inside the buyer’s head. The reader is pulled into the conversation, nodding along with each question until the punchline lands: “Yes.” Short. Bold. Confident.

Why It Works

• Mirrors real customer thoughts
• Builds tension and releases it fast
• Turns copy into a mini-conversation
• Positions the brand as obviously superior

Modern Examples

• Apple asks “Which iPhone is right for you?” then guides you through selection.
• Slack uses “Is your team drowning in emails?” to hook frustrated office workers.
• Dollar Shave Club’s landing page asks “Do you like spending $20 on razor blades?” before flipping the pitch.