Don't leave persuasion till the punch line. You've got to hook them step by step along the way.
You want to get your blog posting or networking email read? Your main goal should be to get the first sentence read. That's what the Joe Sugarman taught. “And the purpose of the first sentence is to get the second sentence read.” And so on.
Here are the rules:
- a strong headline is critical;
- focus on the benefit to the reader immediately
- make a promise you can fulfill
- back up everything you say with proof