Live from DMA2010: 4 Ways to Make Copy More Measurable
4. Hook them with engagement
We're in an age in which prospects don't give companies much of a shot at keeping their attention. If they get to your letter, the key part of the package that can truly "sell" the company to the prospect, then that first sentence must be a doozy, said Johnson. "Does that first sentence urge them to read more? Is it short and captivating? Or is it long and boring?" he asked the audience.
Johnson has found that first sentences that boldly state a promise or a unique selling position tend to garner better response than those without either.