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Chapter 5. Write to Sell with a Five-Ste... > Start by Getting Your Readers’ Atten...

Start by Getting Your Readers’ Attention

You are undoubtedly familiar with this technique as a consumer. Consider, for example, the perfume or cologne saleswoman who asks permission to spray your wrist as you walk through a department store. Why not project this attention-grabbing concept into written documents by asking questions, making startling statements, or referring to an earlier encounter?

“How would you like improved healthcare coverage, less paperwork, and faster prescription reimbursements? Well, it’s about to become a reality!”


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