Loading Watch a lot of commercials (specifically beer commercials) and they start with an animal talking (remember the Budweiser Frogs) or something that has S-E-X to grab your attention.
They “successfully” interrupted your brain from doing what it was doing. They got your interest. The problem is, your brain generally goes back to sleep after watching the first part, because the commercial is not relevant.
Well today let’s talk about the interrupting and we can get to the rest later.
You have to get someone’s attention. Until you do that the best commercial, sales letter, blog post, or whatever media you are utilizing is worthless.
The masterpiece you’ve written about for ages does not matter until someone reads it. Does that make sense?
This is a basic copy writing principle that is talked about on a regular basis. Attention.
Now, what are some ways you can get attention. Well, there are the traditional Health, Wealth, Sex. There are also, however, pressure points that you can utilize when you are selling to your market place.
For example, if you do basement water proofing you can use a headline (and this is off the top of my head here, normally you need to write 25-30 headlines to get an awesome one).
Most Basements Leak After Being Waterproofed Within 3 Years (yes, you need to research that stat) Here’s how to avoid this.
So, if you are looking to have your basement waterproofed and you read that ad, your brain will go “What?” and then you will proceed to move on down to the next level.
More on the next part, later. 
M
