Write Great Copy – Optimizing The Opening Paragraph

Once you have created a winning headline, you will continue to write great copy by carefully choosing the words in your first paragraph. This opening to your article must engage your reader, invite them in and provide them with a sense of value for the time they spend reading your copy. Time is a very valuable commodity and few of us have a stockpile of it to waste. Give your prospective client or customer something in return for their time and consideration of your product or service. Make sure the first paragraph follows the headline and sub-headline like a story, enticing the reader by holding their interest with a sense of mystery and intrigue.
If you think about it, most good stories have a sense of mystery and intrigue. Otherwise, what would hook us to continue reading if not for the curiosity of the outcome? Whether reading a full-blown mystery, drama or comedy, the need to know what happens next is the trigger that keeps us turning the page. The same thought process must take place when creating and building copy.
Did I just say building copy? Yes, the ability to build copy is as important as the ability to create it. The biggest difference is in the way it is laid down. Organize your copy to ensure each sentence follows the previous one in a logical manner. Don’t confuse your reader by jumbling the sequence of events. If they are forced to stop and re-read a sentence for clarification, their interest will begin to diminish.
Once you move past the first paragraph you will want to hold your readers interest by giving them little snippets of information along the way. Keep each sentence relative to the next, each paragraph a complement to the previous one. Read and re-read your copy to be sure that you have followed this formula.
Remember, the first paragraph is somewhat of an explanation of the headline. The headline captures our interest and the subhead reels in the reader. The first paragraph further explains the headline and provides valuable information and possible solutions that may benefit the reader. The body of the copy, which I cover in a separate article, allows you to expound on the benefits of your product and even allows you the opportunity of offering additional or related services.
All in all, each piece of copy should fit together to weave a story that takes the reader from their problem to your possible solution to closing the deal with a must-have product or service.