Most copywriters are aware that their headlines are given only a few seconds to make an impression on the reader. And in those few seconds, the reader decides if they are going to continue reading the copy you’ve written, or move on to reading something else. It is the responsibility of the copywriter to make every effort to keep the reader’s interest in their copy.
So, how do you create copy that grabs the reader’s attention and heightens their curiosity to encourage them to read more? Karon Thackston offers some examples of reformed headlines that do the trick in her article “Opening Sentences That Close the Sale.”

Opening Sentences That Close the Sale

It’s one of the best pieces of copywriting advice I’ve ever been given. “As often as possible, start your paragraphs with sentences that hook readers and drive them deeper into the copy.” Why? Because – after the headline – the first sentence in any paragraph is what gets read most often. After that point, customers usually skip to the next section unless they feel compelled to keep reading.

That means your job, as the copywriter, is to entice them into each segment, so they will consume as much of your copy as possible. Take your cue from Reader’s Digest. They crank out – issue after issue – exceptional opening lines for their articles that engage then hook readers. What happens next? The reader is pulled into the story full force. Here are some examples.

It was a horrific display of irreverence.

By the way she dressed, you would have never guessed she was only 14.

As he reached into the box, something inside it moved.

Read More of “Opening Sentences That Close the Sale.”

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