Hypophora

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Why bother studying rhetoric, you say?

I’ll tell you why. Because rhetoric will make you a more powerful writer.

And what does it mean to say a writer is ‘powerful’?

It means she uses her words to win people over to her way of thinking.

Welcome to the rhetorical device of hypophora.

Hypophora is a clever strategy in which you ask a question or raise an objection in your audience’s mind.

And then immediately provide an answer or a response. Let’s take a look at some examples.

“You ask, what is our aim? I can answer in one word: Victory. Victory at all costs, victory in spite of all terror; victory, however long and hard the road may be, for without victory, there is no survival.” - Winston Churchill

Here’s another one designed to encourage people to be strong in a time of war, this time from the classical period.

"'But there are only three hundred of us,' you object. Three hundred, yes, but men, but armed, but Spartans, but at Thermoplyae: I have never seen three hundred so numerous" - Seneca

And, finally, a more prosaic example from a piece of commercial writing.

“Why advertise your business on this site, we hear you ask. The answer is simple…” - marketing copy

What is it that makes hypophora so powerful?

Here’s three reason to use it.

1. Create dialogue

It’s the sense it conveys of having a conversation with your audience.

It sends the message that you’re anticipating their questions and - prepared to answer them openly and frankly.

It’s as if you’re saying to your reader ‘I know exactly what you’re thinking’ and here’s the answer you’re looking for.

2. Strengthen your case

Hypophoria also makes you look logical and reasonable.

Like you’re considering all the possible sides of the argument before coming down on one particular side of it - which, of course, you always intended to do.

In other words, it allows you to neutralise your audience’s objections.

3. Arouse my curiosity

Hypophoria can also be used to draw your audience in and keep their attention.

There’s something about a question that arouses people’s curiosity.

Ask the right question at the right time and your audience will want to hang around for the answer.