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Chapter 3. Step into Your Readers’ Shoes > See Your Ideas from Your Readers’ Pe...

See Your Ideas from Your Readers’ Perspective

Most likely, people receiving your messages are doing something else at the time. And they are involved and committed to their own assignment. So your first task as a writer is to learn how to divert people’s focus.

Take the advice of Herschell Gordon Lewis, author of Sales Letters That Sizzle. “Get to the point,” Lewis says. “Don’t dawdle. Don’t try to be subtle because subtlety will cost you some response. Subtlety suppresses response. Cleverness for the sake of cleverness suppresses response. In-jokes suppress response. Starting in low gear suppresses response. So—get to the point!”


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