You have grabbed your reader’s attention. Your next step is extremely important. Here’s what to do next, plus something you must avoid in order for your marketing to be effective.

Let’s go.

Getting the reader’s attention is the easy part. We can do that with a clickbait headline or an outrageous statement.

However, a marketing message needs to tell them something or sell them something. And it absolutely must be consistent with that headline or statement we used.

If not, we lose twice over.

1. We’ll lose the sale.
2. We’ll lose the reader and the chance to market to them again. They’ll remember that we used an inaccurate headline to trick them into opening that email or clicking that link. They’ll feel foolish. They’ll feel duped. They’ll remember for a long time.

It’s a terrible tactic with a limited lifespan. The longer a business owner uses it, the more prospective clients they will alienate. That means when we have something to share with them, which is well-written, which is worth their time, which is what they need, which is what they want… they won’t click on it or open it.

The solution

By all means, grab their attention. Just make damn sure that your message is of interest to them, that it’s consistent with your attention-grabbing headline or statement, and that it motivates them to take whatever action you require.

That way, you win twice over.

1. You’ll win the sale.
2. You’ll win the attention of the prospect, because you’ll have trained them that you’re worth taking notice of.

Now that’s a win-win situation worth striving for!

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