In today’s world, we have literally seconds to get people’s attention, which is why the first few words that come out of our mouths on a call, or the subject and first lines in an "introducing yourself" email, can make all the difference for whether or not people engage with us.
Think about it — when you look at emails on your mobile phone, you look at the name of the person. And if you don’t recognize the name, you look at the subject line. And if the subject line doesn’t capture your attention, you delete the message or move on. If you get a call from an autodialer and realize you’ll have to say hello twice because of the slight pause before the rep starts talking, I guarantee you’ll hang up after your first hello.
I like to use the old “attention, interest, desire, action” (AIDA) model referenced in the film Glengarry Glen Ross as a guideline to help me structure my messaging. In 1898, a guy by the name of Elias St. Elmo Lewis came up with the AIDA model. Before someone buys something, it first needs to get their attention. Then they need to be interested in it, then they have to have a desire for it. Finally, they act.