How to Hold Interest of The Reader?

How to Hold Interest of The Reader? :

TAKE, for instance, so simple a tool as a tap. All one can say about it, apparently, is that it is well made, of the best steel and carefully tempered. Everybody who ever wrote a letter on these tools said the same thing in the same words, until a New England manufacturer tried his hand.

That letter was a masterpiece. In describing the goods he said: “You could forge a first class razor from on of our taps and the razor would cut smooth and clean for the same reason that the tap does - ‘twould have the right stuff in it.”

Let that one sink in.

He does not say that his tap is made from razor steel (which would be commonplace), but that you could make a razor from one of his taps (which is distinctive).

And then instead of a lot of hackneyed phrases designed to convince the reader that this steel is the best on earth, he states succinctly that his tap has “the right stuff in it.”

He simply takes a fresh viewpoint - has the courage to use unexpected words. The same principle applies everywhere.

Avoid extravagance, vague claims, generalities, and superlatives. Exaggerations gain nothing. The world today knows that for every high-grade product there are a dozen “just as good.”

It may be true that yours is the best on earth, but it will take either a mighty good presentation of that fact or a detailed explanation of at least one point of superiority to make a stranger believe it.

Sometimes whole paragraphs of description may be crystallized into a single suggestion of comparison. “The Bell refrigerator,” says one letter writer, “is as finely finished as the most expensive piano.”

A furniture maker gives me a distinct impression of the quality of his goods when he says: “There is as much difference between the oak used in ordinary furniture and the selected quarter sawed white oak we use in ours as there is between laundry soap and a cake of scented Pears.”

And still another puts a wealth of suggestion into his letter by saying: “Nothing will effectually take the place of the good old cedar chest, with its clean, sweet, pungent aroma so dear to the heart of the old-fashioned housewife.”

How to Hold Interest of The Reader?