How to Hold Interest of The Reader?

How to Hold Interest of The Reader? :

TO EXPLAIN a new proposition to one, who knows nothing of it, one must naturally begin with general statements; also one must begin with something with which the reader is familiar.

A piece of art nouveau jewelry, for example, is almost impossible of definite word-picturing, yet reference to the modern French school of design and allusions to a popular Parisian jeweler would call up in the reader’s mind a picture which would satisfy.

The object here is to stimulate the imagination rather than attempt to portray an actuality. A piece of silk might be said to resemble in tone the colorings of a rare old Japanese print, which is wholly ambiguous but leads the mind back to a vaguely exquisite memory.

The result of such suggestion is almost as definite as if we show the article, while a series of superlative adjectives such as “most harmonious coloring, exquisite design and charming ensemble” leave no other impression than one of admiration for the writer’s command of words.

In any explanation, specific or general, it should be the writer’s idea to so describe his goods that the reader will both understand and desire them. It is not enough to tell what you have for sale, but you must tell it in a sales-making manner.

A clever haberdasher never shows a scarf in the box.

He takes it out and with a deft twist forms a four-in-hand over his finger and the customer not only sees the scarf - its color, weave and the play of light over the silken surface - but he sees it in its relation to himself, as it will look when worn.

How to Hold Interest of The Reader?