of the best ways to hook readers is also the simplest: Get to the point. The technique applies even to long documents. Start with the bottom line, such as the result you achieved, the strategy you recommend, or the action you want. In a report or proposal, the executive summary is often the way to do that, but note that even this micro version of your full message still needs to lead off with your most important point.
Notice in the preceding example that the subject line of the email is part of the lead and planned to hook readers as much as the first paragraph of the actual message. Chapter 6 has more ideas of ways to optimize your email communication.
In marketers’ terms, the acronym is WIIFM (what’s-in-it-for-me). The air-conditioning email in the preceding section captures readers by telling them first that they have a day off, then follows up by saying that they’re getting something they wanted. Figuring out what’s going to engage your readers often takes a bit of thought.
If you’re selling a product or service, for example, zero in on the problem it solves. Rather than your press release headline saying,
New Widget Model to Debut at Expo Magnus on Thursday
Try:
Widget 175F Day-to-Night VideoCam Ends Pilfering Instantly
If you’re raising money for a nonprofit, you may be tempted to write a letter to previous donors that begins like many you probably receive:
For 25 years, Freedom’s Path has helped incarcerated women transition to the outside world by providing job training, counseling, and support services. Your donations have been essential to equipping young transgressors to …
This sounds worthy but yawn-inducing. Would you respond better to a letter that opens more like this?
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