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First of all--- get attention!

I was reminded of the truth of this statement the other day when I came across a book that was loosely titled (pardon the pun) How To Have A Great Bowel. Now I reckon that, unless you are deeply into giving yourself enemas, eating yoghurt loaded with acidophilus or are an aspiring proctologist, the book wouldn’t exactly hit you in the eye and force you buy it.

And that would be a great shame because it is a fantastic book that just about everybody should read!

You see it really is a compendium of quick acting ideas to give yourself an almost instant burst of energy, enthusiasm and adrenalin. It makes it easy to find a way to get a kickstart when you need it… and don’t we all need that at times?

So it probably should have been called “How to get high without smoking something” or “How to feel good… instantly! ” or “How to be 100% when you’re feeling 0%” or whatever.

It would have meant that the publisher would have sold thousands more books. (I changed the title of the book… there is a real book and it would make a fabulous little Christmas gift for someone you know or yourself. If you’d like details just click here.)

So the lesson is that its what you say that gets people’s attention, gets them interested and gets them to buy whatever you are selling… product, service, idea, appointment, etc.

For example, when you send an e-mail, the most important thing is the subject because most people look at that in their in-box and decide whether they’ll read it based largely on that. Just imagine if you got an e-mail with the subject:

I Have A Complaint!

You’d want to read wouldn’t you? And what about

Somebody Is Saying Things About You Behind Your Back!

That’d get your attention quick smart, I’ll bet!

And its not only when you send e-mails. It’s when you tell people where you work, for example. If you say, “I work for a dentist” or “I work for a horse doctor” people you tell aren’t exactly going to fall apart with curiosity to know more. However, if you were to say

“I work for the best dentist in town”

or

“I work for the best horse doctor in Australia”

You’d find that 99 times out of 100 the response would be “Who’s that?” which means, “Tell me more” and you will probably win a prospect when you do.

Now, of course, you don’t always have to get their attention with words… sometimes a picture can be worth a thousand words.

I was reminded of this recently when I was writing a letter to chiropractors asking them to contribute to a good cause.

It was the third letter in a series and I had previously written enclosing a couple of aspirins (Two billion of these are swallowed unnecessarily every year!) and a piece of string (Tie this around your finger to help you will remember) so I had to come up with something different.

That’s when I remembered that years ago my artist had created some attention grabbers to help me to do exactly that… grab peoples’ attention… and one of them was a drawing of a guy about to tip a bucket of water on another guy with the heading “Just a Gentle Reminder!”

I used that as the letterhead and then wrote an appropriate letter to go with it. We are yet to see how the letter worked but I’ll bet that it’ll get a better result than the normal boring “Dear Sir/Madam…” letter that most people would send out.

So the moral of my story? Unless you get peoples’ attention before you start communicating it’s a bit like winking at somebody in the dark… you know what you are doing but they have absolutely no idea!

If you want results get the attention of your target.

Oh, and talking about getting your attention, look below to see what all of the team at Business Growth Centre are just busting to tell you.

Incidentally, the guy tipping the bucket on the other guy’s head is one of the 16 Attention Grabbers I mentioned earlier. They’d be sensational to use when you are applying for a job, asking for an appointment, collecting debts, promoting your business, attracting customers or a host of other reasons. You can find out more about them by clicking here.

Please feel free to share this NewsBrief with your friends and colleagues by sending it to them in its entirety. If you'd like to republish the information contained in it feel free to do so but please don't make any changes to it without our permission. Credit should be given to the author, Winston Marsh, Australia's marketing guru and incredibly motivational business speaker. Reference to this NewsBrief would also be appreciated.

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