There’s no point in catching readers’ attention in the third paragraph of your article. They might not read that far.
Copywriting courses stress the importance of attracting readers straight away. Even the first word of your copy should have impact. Words like you, free, and quick hook people and keep them focused. But jargon is a turn-off.
Who wants to read copy that starts with the word incentivise? Also, avoid superlatives – readers ignore or disbelieve words like amazing,
fantastic, or incredible.
You should then give the reader a key benefit within the first six words of your opening line. For example: You can cut your gas bill.
Try visualising the letter T when you structure your copy. The top of the T should tell the reader why the article matters and give
them a reason to read on.
Then the vertical line of the T should provide other information, usually in descending order of importance or relevance.
What’s important and relevant? Put yourself in the reader’s shoes. What will appeal to them? You might give them more facts, tell them a story or provide a review or a testimonial.
To summarise, your opening line should create Immediate Impact. Then the second line should Maintain Momentum.
Written by Cleland Thom
Cleland Thom is a web writing consultant. His clients include Waitrose, NSPCC, the Big Issue, London Fire and Rescue, FT 100 corporations, and central government departments.
www.clelandthom.co.uk