Many years later, as he faced the firing squad, Colonel Aureliano Buendía was to remember that distant afternoon when his father took him to discover ice.
—100 Years of Solitude by Gabriel García Márquez
What catches a reader’s attention? We all have favorite first lines that grabbed us and propelled us into the alternate universes imagined by our favorite authors.
Lolita, light of my life, fire of my loins. My sin, my soul.
It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way…
As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into an enormous insect.
All happy families are alike; each unhappy family is unhappy in its own way.
Mesmerizing! Catching your breath, you could hardly wait to see what was going to unfold from that first delicious beginning. But you’re not a novelist, you say. You write to promote your business. So how can you grab your readers’ attention and hold it?
There are a few ways you can make your product or service stand out.
- Personalize the text-you will not be anonymous that way, but someone the reader can relate to.
- Tell a story. Why do we tend to tear up at those Hallmark commercials? It’s because they tell a story.
- Appeal to emotions.
- Solve their problem.
The best marketing copywriters understand those basic principles and use them to their advantage.
You can do the same. Grab the reader’s attention and then wow them with what comes next. Speak to their desires. Show them that you have the perfect solution to their problem. Remember you need to establish their trust by offering them something valuable and setting yourself up as the expert who can help them or get them to where they want to be.
Whether you are going to help them lose weight, make and save money, have better relationships or make their work easier, you hold the solution in your hands. Make them want it so badly that they will press that buy now button and call for your service, make an appointment, or come in to your shop.
If you find it difficult to promote yourself, hire a professional writer. They have the experience necessary to understand how to best promote you and your business and get YOU where you want to be.