Most pitches rely on statements when questions work better. Questions force listeners to think actively, making them generate their own reasons to agree. When people create their own justifications, they're more likely to act on what you're pitching.
We don't use questions enough when we pitch, and there's some really good evidence showing that we should. The reason is this: questions, by their very nature, elicit an active response. So if I ask you a question, the wheels have to turn just a little bit in their heads. Statements, that's not the case. I make a statement, you make a statement, it can wash over people. And so what happens is, is that when you ask a question, people's wheels turn just a little bit. They're more likely to engage. And as a consequence of this, if you have a very strong set of facts on your side, if the evidence is very clearly on your side, persuading with questions is enormously enormously effective. What does it do? It engages the listeners, gets them to process the facts, gets them to evaluate the evidence, and here's the kicker, gets them to come up with their own reasons for agreeing with you. When people have their own reasons for agreeing with you, they believe those reasons more deeply and adhere to the behavior more strongly.
