How to Hold Interest of The Reader?

How to Hold Interest of The Reader? :

YOU have attracted attention: you have won interest: now to explain your proposition. “This,” says that amateur writer of sales letters, “is a cinch. All one has to do is to tell about the goods.”

That’s all - tell about the goods.

This sounds easy, does it not? One has but to produce a word-picture of a definite object or describe tersely a service, which you offer. Yet if there is a gift more rare than that of translating a concrete article into words, it is the ability to see that article in the mind’s eye. Both are necessary when one begins to “tell about the goods.” Holman, in his “Ginger Talks to Salesmen,” says “it takes a long time to tell something you don’t know,” and similarly, it takes a good many words to picture in another’s mind something which you see only vaguely in your own.

The theory of successful letter-writing may be learned easily and the “tricks of the trade” assimilated at a glance, but the ability to form a mental picture and make others see it vividly by means of words is something which comes with patient labor. And it is something, which cannot be taught - it must be learned.

Wrap your mind about the thing you have to sell. Analyze it - study it - finger it over with the tentacles of the brain. Concentrate upon it so long and with such singleness that the product and all its parts will swim plainly into view before your closed eyes.

Watch a man telling a story. He visualized each point and situation for his listener. You can profit by his art. Eliminate non-essentials or the points in your product, which are common to all similar goods.

Center upon the details of superiority. Then draw your word picture in a few simple, strong, definite phrases.

Easy? The best minds in literature have staggered before that problem. It is what raises sales-letter writing and advertising to the plane of a fine art. It is the reason men of true literary genius are to be found today in the ranks of the business correspondents.

In “telling about the goods,” one must speak to one of two classes—people who know something about this class of product or people to whom the whole proposition is new and strange. In the one case, the writer aims to bring out only the points of superiority in his product: in the other, the whole proposition must be made plain.

Points of superiority in a staple goods are frequently a matter of opinion. The proprietor for whom you write must be given credit for a certain amount of parental bias. Like the cleverness and amiability of his babies, the superiority of his product may consist merely in a more or less justifiable pride in his own ability as a producer.

How to Hold Interest of The Reader?