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#24 (permalink) |
![]() Join Date: May 25 2002
Posts: 1,257
Rep Power: 7
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Hi! I'm here. How about another rule of copywriting?
21. Start off with a strong lead. Experienced direct-mail marketers know that the average reader scans a letter for just five seconds before deciding whether to read it or throw it away. So if your opening doesn't hook the reader within five seconds, you've lost him. It pays to put your strongest sales argument right up front. Don't "warm up" with chitchat or secondary sales arguments. Don't hold back the most important point for the "big finish." If you do, most readers will never get to it. |
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