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Part II: Use the S.A.L.E.S. Model > Start by Getting Your Readers’ Attention

Chapter 6. Start by Getting Your Readers’ Attention

Attempts to get your attention abound in everyday life. TV commercials for laundry detergent become louder than the programming. Web sites for children’s toys use animated banners to draw your eye to featured products. Billboards touting icy beer use bigger-than-life photographs. Yet many writers think their ideas are so powerful that they can skip the attention-getting step. Wrong. Avoid falling into this trap by making your subject lines and first sentences especially powerful.

In her book, Better Business Writing, Susan Brock says the purpose of the opening or attention-getting part of a document is to overcome the inevitable “reader apathy” to any new idea. Here are five ways to do it:


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