Before you can make a sale or convert someone from a prospect into a customer—you first have to get their attention. Some relationships take time to nurture and cultivate, but it doesn’t hurt to develop some savvy with using attention grabbers in your marketing materials.
If you are interested in exploring ways to use attention grabbing statements, phrases or words in your marketing materials (or letters or anything else you might be using to attract customers and clients)—look at things like slogans, headings, salutations, opening statements, whatever a prospect is likely to see first. Word selection is important, but so is placement, color, font size, etc.
You might start your research by looking at other people’s marketing materials—how do they grab your attention? Do you respond to a particular style or something that is bigger, brighter, louder, etc.? You might also think about the things that you do NOT like so you can avoid falling into the same trap. For example, I never respond to letters that come addressed to “Dear Sir” or “Dear Friend”. I like stuff that is either personalized, or has a creative salutation like “Dear Friend of All Living Creatures.” Something that either shows that they know me, or has some humor, creativity and originality to it.
Think of your attention grabber as a way of inviting people in. You don’t want to shout so loudly that you scare them away and you don’t want to have your attention grabber just blend in with the crowd. Use words that are inviting, exciting and promising if you want people to feel an urgency to find out more about what you have to offer. Try to avoid clichés (“Have I got a deal for you!”) and put some thought into what you are going to do AFTER you get their attention.
Also: Let Customers See and Touch Your Product
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