“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”.
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.
 |
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
|
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
Chief Catalyst
Alexander Publishing & Marketing
8 Depot Square
Englewood, NJ 07631
201-569-5373
201-569-5373
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.
