Many of the most successful publications promotions start with a “free sample” of the content. People will subscribe to be inspired or entertained, so why not start right now? The Great American Recipes letter does this: “Remember when good food meant the best times you ever had with family and friends? I’m talking about lazy summer evenings serving home-made ice cream on the screen porch….”
A letter that does several of these things simultaneously is my four pager for Geneva, a M&A consultant whose business model was to invite business owners to a two-day paid (not free) workshop on how to value their business:
We’re in the midst of the hottest Mergers & Acquisition market in 100 years and you, as the owner of a middle-market business, have the most desirable property of them all… That’s why, like many of the people who attend our Business Valuation Seminar, you may have already received an offer—and for more than you ever dreamed your business could be worth. And even if you haven’t yet been approached about selling, you probably will be soon.
News, flattery, a bit of picture-yourself-here sets the reader up nicely for a take-down we’ll discuss in an upcoming article.
One final tip, after you’ve completed your best effort at an opening paragraph, take it out. That’s what I said. Editors often advise writers to cut the first paragraph of their work because it’s an unnecessary wind-up before the real pitch and the same may be true of your letter. If your copy falls flat with the first paragraph removed, then you know you have a winner for an opening.
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