How To Write To Make Things Happen

Get Your Reader’s Attention
To get readers into your copy:

• Use an attention-getting lead sentence that entices people to keep reading. One way: Promise readers they’ll learn more if they continue. Example: “This report will show you how your department can boost productivity by 40%.”



• Write with a conversational tone. Use the words “I”, “you”, and “your” often. Result: By making readers feel they’re in a conversation, you’ll attract and hold their attention.



• Add personal touches that show readers they’re important. Examples: Hand address envelopes you’re mailing, mention the person’s name you’re writing to in the text, or handwrite a postscript.

• Highlights key thoughts. Underline, italicize or boldface certain words or phrases that help skimming readers get key points. Also: Use headlines and subheads to give quick readers a synopsis of your message.



• Write short paragraphs – even if they’re only one sentence long. Result: You’ll break up the copy’s flow and give readers a chance to absorb the message. Used occasionally, a one sentence paragraph will also heighten a dramatic statement’s impact.



• Make the copy large enough so everyone can read it easily. Help the message stand out by using as least 11-point type with black ink on white or yellow paper.



• Use short words whenever you can. Why: People can read and understand them faster. Example: Say “needs”, not “requirements”; “help”, not “assistance”; and “show”, not “indicate.”



• Add a postscript. Research shows that postscripts are one of the most read parts of any letter. Capture your message here so skimming readers can get it quickly.

• Stress rewards. Make the audience feel and see itself enjoying the benefits your message brings. Also, mention the benefits early in your copy. The audience is more likely to read on when the text clearly offers rewards.



• Tell readers what you want them to do. Select power verbs that command the audience to act. Example: “Find out about the new internet site.” Or, “Mark your calendar for January 15th .”



• Conclude your message with a thought on which readers must agree. Don’t give them a reason to say “no.” Example: “It’s a fact our department spends $14,000 on copy paper each year. This new recycling system will cut that expense in half.”

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