Posts Under: Ragan Communications

For Starters, Address the Prospect, Not the Product

In a recent production of Hamlet here in Washington, D.C., esteemed director Michael Kahn chose a new opening scene. “Now, the furious outpouring of Hamlet’s heart in the ‘O that this too solid flesh would melt’ speech opens the play,” wrote The Washington Post’s Peter Marks. In today's 6-second video, 2-seconds-to-engage, attention-jumping landscape, beginnings are crucial, so much so that a famous director didn’t quite trust even Shakespeare—Shakespeare!—to engage us quickly enough. That could be overthinking things, but it also shows our awareness of today's audiences. "Unless you gain the prospect's attention, he or she won't read any of your copy," writes Bob Bly, a leading copywriter and frequent SIPA speaker. (Rising Star Kristy Keller of Access Intelligence just recommended his book, The Copywriter's Handbook, to all new marketers. Here are eight ways to grab audien ...

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