What’s the MOST important part of any article?
If you said it was the title, or the headline, you’d be correct.
So what’s the second most important part of an article or blog entry?
After the headline, the most important part of any sales letter, blog post or article is the opening paragraph. Ezra Pound once said “The secret of popular writing is never to put more on a given page than the common reader can lap off it with no strain whatsoever on his habitually slack attention.”
Grabbing a reader’s attention with a stunning headline only to lose the momentum when they start reading is like winning the lottery and then discovering you have lost the ticket. Here are my top four tips for making sure you grab your reader’s attention.
Quote
Bo Bennett once said “There is a misleading, unwritten rule that states if a quote giving advice comes from someone famous, very old, or Greek, then it must be good advice.”
Quotes are great. Despite what Bo says, quotes are frequently wise, funny or accurate. Joe Vitale, freelance writer and bestselling author of Hypnotic Writing advises the inclusion of quotes because readers want to see quotation marks in your writing. Dialogue makes a copywriters’ writing come alive. Find a quote that is short, relevant and by someone your readers will recognise and you will instantly make them take notice.
Why Not Ask A Question?
Opening an article with a question should do two things. Firstly, if the question is directed at the reader it will have the word ‘you’ in it, which, as we have established, is the most important word you can use in copywriting.
Secondly, a rhetorical question connects with a reader. It makes them curious and gets them thinking. They’ll subconsciously answer the question…and then want to know what comes next.
Metaphors and Similes
Similes kick like a mule. Using a common analogy, an easy to understand metaphor or simple similes put topics in language that readers can understand and relate to. They are some of the most powerful methods that copywriters can use to grab a reader’s attention.
Shocking Stats
As long as you can find one that is relevant to your article, add an interesting or shocking statistic to your piece. On average, British consumers use 290 plastic bags a year. 35% of Brits admit to using mobile phones whilst on the loo. Nearly 90% of a food’s flavour comes from its smell. Statistics have been proved to be 97.3% effective in illuminating an article. Probably.
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Nick Parkhouse is a professional writer. If you need web copy, articles, books or press releases, get in touch with Nick now at info@nickparkhouse.com
Nick’s first book, 101 Forgotten Pop Hits of the 1980s, is also now available through Author House, Amazon and Waterstones.
