Are you making a marketing mistake that could cost your business thousands of dollars a month?

Pretty compelling, isn’t it? Questions have a unique power. They open our minds – even if we don’t really want them to be opened. Humans are naturally curious. When someone asks us a question, even one that doesn’t really matter to us, we have to wonder. We can’t help ourselves.

If I ask you what was the name of the advertising agency that employed Darrin on “Bewitched,” most of you aren’t going to remember. Everyone will wonder for a few seconds. (Except for some of the younger readers, who might wonder what the heck was “Bewitched”!) Some will dismiss it. Others will ask around. Some will even research it on the Internet.

All for a trivia question about a ’60s TV show. Knowing the answer to that question won’t make you any money, save you time or impress your friends. Yet, you’ll wonder. At least a little.

That’s the secret of asking questions. You can use questions to create demand. To stimulate doubt. To intrigue. Or to inspire. Questions invite your audience into the conversation.

On the other side, there is telling. We love to tell potential buyers all about our products and services. We list all the features. But the problem with telling is that it’s much easier for the buyer to tune us out. Lots of times, they predetermine that they’re not interested, even though what we have to sell may be just what they need to buy.

Sometime this week, ask yourself this: How can I use questions more effectively in my marketing efforts?

By the way, e-mail me a topic you’d like covered in a future Marketing Minute, and I’ll e-mail you the name of Darrin’s ad agency.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.