Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the trout. Your sales letters must do the same. But how?
One secret to keeping busy business readers hooked is to use irresistible transition sentences. Transition sentences come at the end of one paragraph and the beginning of the next. Good transition sentences leave your readers hanging in a number of ways.
One of them is to tell your reader that a number of things are coming up, forcing your reader to transition to the next paragraph to learn what some of those things are. If youve ever listened to a person with a pronounced stutter, you know how hard it is to wait while that person completes a thought. Your prospects are the same. If you almost complete a thought at the end of one paragraph, they will begin reading the paragraph that follows to complete your thought. But thats not all.
Another way to keep your reader hooked throughout your copy is to end one paragraph with thats not all or a similar phrase. Or to start your next paragraph with the word another. Each device shows the prospect that you have not finished, that the prospect has more to learn. And so the prospect keeps reading. And yes, there are some other hooks you might want to try.
You can start a paragraph with the word you, the one word that prospects and customers never tire of seeing in print. Or you could try another proven tactic.
And that is starting a paragraph with the word and. Read the Gospel of Mark in the Bible sometime. Its one of my favourite books. Youll find the narrative almost impossible to stop reading, its so exciting. Thats because the writer begins so many of his sentences with and that you are compelled to continue reading to discover what comes next. (I wont give away how the book ends. Read it and find out.) But theres another device thats just as powerful as the word and. Do you know what it is?
Its the question mark. Put one at the end of one paragraph, with the answer at the beginning of the next paragraph, and youll keep your readers headed towards your net.
So heres the one thing you need to remember. Youve figured out by now that the secret to effective transition sentences is to keep your prospective buyer in a state of suspended satisfaction, one where they must keep reading your letter to the end before they feel gratified. And theres only one sure way of doing that.
2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using business-to-business direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com.
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