Thank Goodness It's Monday #432

“AT ONCE” WAYS TO

GRAB ATTENTION

“Attention, attention must be paid …” For the literary minded, these words appear notably in Arthur Miller’s most famous play, “Death of a Salesman”.  


Mildred Dunnock, Lee J. Cobb, Arthur Kennedy, and Cameron Mitchell

in a scene from Death of a Salesman.

Date: 1949. 

Source: Billy Rose Theatre Collection photograph file / Productions / Death of a Salesman, by Arthur Miller. 

Location: The New York Public Library for the Performing Arts / Billy Rose Theatre Division

Linda, the wife of protagonist Willy Loman, speaks them regarding Willy, the salesman of the title. They are understood as the thesis of the play, a cry to human dignity … that no one is disposable… all deserve respect and attention … no man should die without feeling he mattered.

But enough of the Lit 101 lecture. 

Here’s the TGIM connection for today:

Advertising experts have long cautioned that copywriters have only about five seconds – no more – to grab a reader’s attention. That was an established fact even before the advent of digital connectedness and the even fiercer ramp up in the clamor for your/our consideration and interest. 

So that 5-second limit sets up this –

TGIM CHALLENGE: Even though you may not be writing the next great advertisement (or Pulitzer-Prize winning, Drama Critics Circle Award and the Tony Award for Best Play play like “Salesman”), you do want to make sure that your audience is interested enough to continue past the first few sentences in your letter, e-mail, blog post, whatever – till you’ve made your point and elicited the reaction you want.

How do you engage the reader from the start?

How do you capture attention and interest? 

TGIM ACTION IDEAS: Try a variation of the following the next time you’re searching for an attention-commanding beginning:

►Begin with “You” or “Your” – the reader’s perspective. 

            “Your letter of October 23 was a surprise to all of us, Mr. Obercracker …”

            “You certainly made some instant friends during your visit to Mr. Simon …”

            “Your request could not have come at better time, Ms. Appleblossom.” 

►Ask your reader a question. 

            “When may we expect shipment of the order we placed on October 1?”

            “Which automatic maintenance schedule do you prefer for your new heating system?”

            “How was it possible our confirmed order was overlooked?”

►Offer your reader a gift or deal.

            “The enclosed tickets to the Holiday Fashion Extravaganza are sent to you with our compliments.”

            “A special Preferred-Client Discount of 25% is being offered this month only to valued repeat customers like you.”

            “Send no money today. Simply OK your continuing order and be guaranteed today’s lowest price for two more years.”  

►Use a name familiar to both of you.

            “Your brother, Jack, suggested you might benefit from our unique service.”

            “J. D. Shaw, manager of the Cameo Theater in Toronto, recommended I write to you about …”

            “Carmen Ramirez said to mention her name as a mutual friend when I contacted you about …” 

►Make a courteous request.

            “Please allow me to trouble you for a minute, Mr. Powers.”

            “I hope you will grant me a tremendous favor …”

            “I’m afraid I must impose once again on your goodwill and generosity …”

Note: It’s sometimes best to NOT frame these requests as a direct question, if even a polite one – “May I trouble you for a minute, Mr. Walsh?” – since that offers the reader a chance to mentally say, “No!”

►Make use of a novelty or surprise opening.

            “I hope I never have to write a letter like this again.”

            “Do you know what your employees do when you’re on vacation, Mr. Jonas? Do you WANT to know?”

            “You don’t owe us any money, Ms. Thornwood – but we certainly wish you did!”

►Refer to an important event in the reader’s personal or professional life.

            “Congratulations, Ms. Mayer, on being awarded Real Estate Professional of the Year.”

            “”We’re very sorry to hear about the flood damage to your branch office, Mr. Atwater .”

            “Being a first time father, Mr. Schneider, can only turn your thoughts to the importance of the future.” 

►Agree with the reader’s preceding statement.

            “You are quite right, Mr. O’Neill. Conduct like that should not be tolerated at the Regency Hotel.”

            “Your calculation was correct Ms. LaVeglia, and there was an error in your latest invoice.”

            “I agree with you that the upcoming convention will make or break many businesses like ours, Mr. Franciscone.”

►Begin with an appropriate quotation.

            “Attention, attention must be paid ...”

But, of course, that’s where we started. 

And if you read this far --

 

Clearly you did pay attention. So thanks.

Of course, not every one of the openings suggested above is appropriate for every type of communication. But these should help you get started as well as suggest other beginnings of your own.

Hope these can work for you. Feel free to share with others and share yours with us as well.

Geoff Steck
Chief Catalyst
Alexander Publishing & Marketing

8 Depot Square

Englewood, NJ 07631
201-569-5373

tgimguy@gmail.com  

P.S.  “I don't say he's a great man. Willie Loman never made a lot of money. His name was never in the paper. He's not the finest character that ever lived. But he's a human being, and a terrible thing is happening to him. So attention must be paid. He's not to be allowed to fall in his grave like an old dog. Attention, attention must finally be paid to such a person.” Linda, regarding Willy.

Death of a Salesman. Act I.

You can hear an entire 1965 audio recording which features the original, 1949 creator of Willy on Broadway, Lee J. Cobb as Willy, HERE. Mildred Dunnock, also from the 1949 production, delivers the critical part of Linda’s speech at 50:10.