The 2nd most important element in copywriting

June 20, 2012

Want to write more compelling copy that guarantees it will get read?

We already know that if nobody reads your headline, nobody reads your ad. This makes the headline the most important element of your persuasive copy. But, what next? You’ve already read it… The first sentence!

Every ad, article, sales page, or blog post must begin with one hell of an opening sentence that irresistibly speaks directly to the needs and desires of your audience. Then your content must deliver on its promise. (And no, we’re not suggesting ‘Once upon a time…’ to be the core solution here!)

Most advocate that the first sentence of your copy should be short. It should also be unforgettably relevant, useful, truthful, and tempting, because the first line is usually what sticks in the mind of the reader — for better or worse.

But that’s not the most important function of the first sentence… The only goal of the first sentence is to make the reader want to read the second sentence – and the second sentence should effortlessly lead the reader to the third, and so on. So much of what you write depends on a single line and in the case of the first sentence, if you lose your reader there, you lose everything.