News
A 6-Step Technique to Grab Reader’s Attention
By Craig Huey
With the increase in direct mail volume at all-time
highs, the need to grab a reader’s attention in a
sales letter is even more crucial. As a prospect
sorts through loads of daily mail, he needs to know
two things up front: what is being sold and how it
can benefit him. Consider these six steps.
1. Know and state the biggest benefit for the reader
up front. Readers spend, on average, five seconds
deciding if they’ll open a mail piece.
2. Remember the basic goal for your sales writing:
increased response. You’re not a writer, you’re a
salesperson who uses the medium of writing.
3. Review a sales letter you’re presently working
on. See where the “grabbing” material or “hook” is
and determine whether it’s too far down. Also try
this: begin reading in your third or even fourth
paragraph. Chances are you’ll discover more reader
benefits there than at the beginning.
4. Use specifics to grab attention. It’s not enough
to mention profits—use numbers, names, dates, etc.
Use everything you can get a hold of to capture your
reader’s attention.
5. The “hook” can be placed in various places
besides the first or second paragraph. Some prefer
the superscript above the salutation. Others like to
use the space where the inside address is usually
found.
6. Be creative in your salutation. “Dear Friend or
Reader” sounds trite. Personalize the salutation, if
possible, using: “Dear Executive,” “Dear Doctor,”
“Dear Homemaker,” etc.
Craig Huey is
president of a direct response advertising agency,
Creative Direct Marketing Group, Inc and InfoMat.
310-212-5727 (craig@cdmginc.com).
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