Have you ever read a newspaper?

How do you read the newspaper? Do you start at the upper left-hand corner and read everything until you get to the bottom right-hand corner of the last page?

I don't think so. I bet you only read certain articles.

And how do you choose which articles to read?

By the headlines.

If the headline grabs your interest, you read the article. If the headline has no interest to you, you skip the article. You simply scan the newspaper headlines and make split-second decisions on what you'll read.

Your prospects scan your prospecting materials.