You have grabbed the reader’s attention.
However, getting their attention is the easy part. You can do that with a clickbait headline or an outrageous statement.
Your message now needs to tell them something or sell them something. And it absolutely must be consistent with that headline or statement you used.
If not, you lose twice over.
- You’ll lose the sale.
- You’ll lose the reader and the chance to market to them again. They’ll remember that you used an inaccurate headline to trick them into opening that email or clicking that link. They’ll feel foolish. They’ll feel duped. They’ll remember for a long time.
It’s a terrible tactic with a limited lifespan. The longer you use it, the more prospective clients you will alienate. That means when you have something to share with them, which is well-written, which is worth their time, which is what they need, which is what they want… they won’t click on it or open it.
By all means, grab their attention. Just make damn sure that your message is of interest to them, that it’s consistent with your attention-grabbing headline or statement, and that it motivates them to take whatever action you require.
That way, you win twice over.
- You’ll win the sale.
- You’ll win the attention of the prospect, because you’ll have trained them that you’re worth taking notice of.
Now that’s a win-win situation worth striving for!
You’ve grabbed your reader’s attention. Now what? was written by Jim Connolly and originally published on Jim's Marketing Blog