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Gaining someone's attention in a mailshot is the most important aspect of copywriting and design if you don't gain attention and hold it beyond the first five seconds, then everything is lost and you have no sale. Worse, people who have received your mailshot and glanced at it will then deny even having seen it, because your message never gets into their long term memory.

To solve this issue writers and designers often turn to what the trade knows as 'grabby images'. Images (either pictorial or those created by text) which serve no purpose but to grab attention.

Unfortunately, although such images can work, they don't work all the time, and what happens is that some grabby images can actually do the opposite of what people expect and push the reader away from your mailshot even faster than you imagined.

This article explains what grabby images work and which ones don't, and allows you to make predictions as to whether one grabby image idea will work or not.

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