A joke, a quote, a story, a statistic, a headline, a name—all of
these can help awaken people so they will take in your message.
But the hook has to be relevant. For example, I used a headline
on my Thoughtline sales letter that spoke to the interests of the
people getting it. Another tactic I could have used was to begin
with a quote from a major league author (say Ray Bradbury or
Stephen King) who uses the software. That would have gotten
attention, too.
Another approach is to meet your readers right where they are
preoccupied. For example, if you are contacting writers, one con-
cern (or preoccupation) of writers is the need to be published. So
speak to that need. Tell those writers you can help them get pub-
lished, and you’ll connect with their emotional preoccupation.
You have to ask yourself, “What does my reader care about?”
and “What is on my reader’s mind?” The people you are writing
to probably have a common concern, problem, or complaint.
Your letter should address that issue in a way that captures their
attention.
Give this topic some deep thought. Emotions move people. Ap-
peal to your reader’s main concerns and you’ll tap into their emo-
tions with genuine appeal. And when you successfully do that, your
writing becomes hypnotic!
GIVE THEM WHAT THEY WANTWhat do your readers want? No doubt they want real solutions to
real problems. They don’t want features, they want benefits. What’s
the difference? A feature is saying the new car is blue; a benefit is
saying the new car is blue because studies show blue cars are in less
accidents and therefore are much safer. A feature states a fact. A
benefit states why the fact is important to your reader.
Your readers want what all of us want: happiness, an easier life,
security, entertainment. Can you give it to them?
ASK QUESTIONS THAT LEAD TO YOUR SIDE“If there were a way for you to write easily and powerfully, would
you want it?”
How to Persuade Readers to Your Side