Make the reader want to read the next paragraph. If the reader thinks the material might be entertaining, educational, stimulating, or inspiring, that serves as a value-added component of the message making it more likely to be read. Keep it short. No more than two or three sentences. Don't scare the reader off by the size of the first block of type.
Most people love stories, especially stories about people.
Readers' Digest prospered on such stories. Your product or service has a human component, even if it is just the spit valve in a B-flat coronet. Consider stories about how your product or service helped an individual person or family. Find an appealing human interest story among your employees or subcontractors. A proven writing technique to capture and hold the readers' attention is the three part story structure.