Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the trout. Your sales letters must do the same. But how?
One secret to keeping busy business readers hooked is to
use irresistible transition sentences. Transition sentence.come at the end of one paragraph and the beginning of the next. Good transition sentences leave your readers hanging in a number of ways.
One of them is to tell your reader that a number of things ar.coming up, forcing your reader to transition to the next paragraph to learn what some of those things are. If you’ve ever listened to a person with a pronounced stutter, you know how hard it is to wait while that perso.completes a thought. Your prospects are the same. If you almos.complete a thought at the end of one paragraph, they will begin reading the paragraph that follows t.complete your thought. But that’s not all.
Another way to keep your reader hooked throughout your copy is to end one paragraph with “that’s not all” or a similar phrase. Or to start your next paragraph with the word “another.” Each device shows the prospect that you have not finished, that the prospect has more to learn. And so the prospect keeps reading. And yes, there are some other hooks you might want to try.
You can start a paragraph with the word “you,” the one word that prospects and customers never tire of seeing in print. Or you could try another proven tactic.
And that is starting a paragraph with the word “and.” Read the Gospel of Mark in the Bible sometime. It’s one of my favourite books. You’ll find the narrative almost impossible to stop reading, it’s so exciting. That’s because the writer begins so many of his sentences with “and” that you ar.compelled to continue reading to discover wha.comes next. (I won’t give away how the book ends. Read it and find out.) But there’s another device that’s just as powerful as the word “and.” Do you know what it is?
It’s the question mark. Put one at the end of one paragraph, with the answer at the beginning of the next paragraph, and you’ll keep your readers headed towards your net.
So here’s the one thing you need to remember. You’ve figured out by now that the secret to effective transition sentences is to keep your prospective buyer in a state of suspended satisfaction, one where they must keep reading your letter to the end before they feel gratified. And there’s only one sure way of doing that.
© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).
About the Author
Alan Sharpe is a business-to-business direct mail copywriter. Sign up for free weekly tips like this at
sharpecopy.com.
