or Entertain (or empathize), Inform, Inspire.
"Having got their attention, how do you keep it?"
If you expect someone to read something you've written, you'd better make it worth their time.
And if it's something that you'd like them to act on after reading, then you'd better make extra sure that it's nothing short of entertaining, informative and inspiring.
So, how do you do that?
GET, GIVE and GO.
Say what???
GET their ATTENTION
GIVE them INFORMATION
GO with them to a place you know they'd WANT TO
Those of us who understand marketing, understand that before you can do anything else with a potential customer, you must get their attention.
Sometimes you just grab it with an arrestingly beautiful or funny or bizarre line or image or sound. That's when you virtually haul them out of their current mind-space and drop them, stunned mullet like into yours.
But there are times when a more subtle and seductive approach is needed.