"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.
By slowly maneuvering into a reader's or viewer's mind-space, you're in a position to give them a mild surprise, a low-voltage shock if you like, rather like an unexpected taste of honey on the tongue. Just enough to distract.... and tempt...
Then, in those few microseconds of wavering attention, you unscrew the cap almost fully and let the honey ooze. Now there's no turning back. You've got them.
Either way, having got their attention, how do you keep it?
This is where information comes in. Give it.
No, not about yourself. About them.
What do you know about them? About how they feel? What they want? What dreams they have? What anxieties and heartaches they suffer? What's holding them back?
Tell them what you know about them. And back it up with information (statistics, research, anecdotes) about how others are thinking and feeling the same.
Yes, inform them. About themselves and about others like them.
And finally, take them to a place you know they'd like to go. With your product or service. Some people refer to this as the 'solution'.
Yes, these are well known marketing axioms. But how good are you at putting them into practice?
Do you have the Write Strategy :) ?
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