Three seconds. That's as long as you get to grab a reader's attention, according to a Staples study. In journalism, one learns early on of the power of the lead sentence. You have but an instant to get your reader's attention, and never let it go. The lead is a lure, and as such, requires a hook.

 

Today's media consumer is increasingly elusive. Bombarded round-the-clock with clever ploys to get our attention, we now take pride on how well we avoid messages. This is why in the world of marketing and branding, never has writing's role been as vital. It is the distinguisher. It is the game changer. Three seconds. That's all you get, so make sure that lead is top-notch.

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