Whatever your opinion of advertising or direct mail, it has a lot to teach us about the art of writing fiction. For instance, most advertising copy aims to:
- Grab and hold the reader's attention
- Keep them reading
- Provoke an emotional response
- Prompt them to act
In order to do this, advertisers (and direct mail letter writers) follow a tried and tested formula, known as AIDA – which stands for:
- Attention (grab it!)
- Interest (keep it!)
- Desire (provoke it!)
- Action (prompt it!)
Usually the headline and the first sentence are designed to grab the attention, and the second, third and fourth sentences are designed to hook you in, to keep you reading while the benefits of the advertised product or service are lovingly laid out before you, filling you with desire…
I have seen research that suggests an advert in a magazine has less than 3 seconds to catch the magazine reader's attention before they flip to the next page. Direct mail letters have about 5 seconds. That means the whole message needs to be communicated incredibly quickly using emotive, well-chosen words – words and phrases that will appeal specifically to the intended audience. The title needs to intrigue enough to make the reader read the first sentence. That in turn needs to draw them irresistibly into the second – and so on. Questions are posed and answered. Short sentences keep the pace brisk.
Now, let's apply all this to fiction.
When we submit a short story or a novel to a publisher, we are competing with many other manuscripts. We need to grab attention fast, and hold it. The title needs to simultaneously set the mood for the story and be intriguing enough make the publisher want to read the first sentence… And the tools we use to do it are the same ones the advertisers use:
- Know your audience and write for them.
- Start with a killer title that they can't resist
- Hook them in with the first sentence and don't let them go.
- Get them emotionally involved as soon as possible. Make it personal. Give them a reason to care.
- Use as many short sentences as possible to create pace.
- Use evocative words that conjure impressions in all five senses – smell, taste, touch, sound, and sight.
- Be clear and say what you mean. Don't bog the narrative down in long-winded description that adds nothing to the text's momentum. Say what you need to say as quickly and efficiently as possible, and move on.
- Avoid clichés.
- Use positive, action-packed phrases to make your prose come alive.
- Say what something is, not what it isn't. Instead of saying "The car wasn't very clean" say "the car was filthy". Instead of saying "Jake wasn't very pleased" say "Jake was furious."