For a blog post to work, many things need to be just right.
Your headline must be compelling and offers a clear benefit so that people actually click on it.
The topic must be relevant for your audience. Occasionally you can sneak something in that doesn’t exactly fit within your niche, but on the whole, you must stay on topic.
The post itself must be interesting, offer something new or say something with a fresh perspective.
And finally, your post needs a specific call to action. What is it that you want your readers to do? Leave a comment or answer a question? Share among their friends or get on your list? Pick one.
All of the above; headline, topic choice, presentation and call to action are no doubt important, but there is one more thing you can’t afford to ignore.
Your opening.
After the headline, the opening sentence is the most important part of your blog post. And when it fails to engage the readers, the end result is they miss out on a post you spent hours researching, writing, and perfecting because they just didn’t give it a chance.
The most important sentence in any article is the first one. If it doesn’t induce the reader to proceed to the second sentence, your article is dead. And if the second sentence doesn’t induce him to continue to the third sentence, it’s equally dead. Of such a progression of sentences, each tugging the reader forward until … safely hooked, a writer constructs that fateful unit: the lead. Willliam Zinsser, On Writing Well
There is one and only one purpose of your opening sentence. To get readers to read the second one, and the third one and so on.
It is not enough to get your opening right - you have to nail it. And to help you do that, here is a handy list of four ways to start your next blog post.
#1 Ask an empathetic question
State a need or a problem that is universal. Make a statement that they identify with. Ask something that will helps them develop a bond with you.
Don’t you just hate the thought of …
I know writing is no fun when …
Blogging is super hard …
The aim is to make the reader go, ‘OMG … this is what I was thinking about.’
Check this out:
How do you make decisions? If you’re like most people, you’ll probably answer that you pride yourself on weighing the pros and cons of a situation carefully and then make a decision based on logic. You know that other people have weak personalities and are easily swayed by their emotions, but this rarely happens to you … Persuasion Triggers in Web Design.
#2 Paint a picture of what is possible
Imagine if you were …?
What would you do if …?
Ask your readers to think of a scenario that is highly attractive to them. What would they do? How would they feel? How to get there.
Check this out:
What if, 30 days from now, you had a finished, well-crafted eBook sitting on your hard drive, ready to distribute and sell?
That might sound next-to-impossible to you, but it’s not. … How to Write a High-Quality ebook in 30 Days. Ali Luke.
#3 Hook them with a story
Everybody loves a story. By telling a story, you can hook your readers and draw them in. You can certainly make it personal but if it’s hard for you to do, talk about somebody else.
Check this out:
The doctor cleared his throat. “I’m sorry, but I have bad news.”
He paused, looking down at the floor. He looked back up at her. He started to say something and then stopped, looking back down at the floor.
That’s when Pat began to cry.
She’d argued with herself about even coming to the doctor’s office … On Dying, Mothers, and Fighting for Your Ideas. Jon Morrow.
#4 Make a shocking statement or a claim
Or share a startling statistic, or a quote. Be absurd. Be hilarious. You get the idea.
Check this out:
What if I said you are worth more when you can do less?
You’d think I was nuts, right?
Right.
Heck, I’d think I was crazy, too.
But new research slaps us both in the face, and in this new video, I show you how to increase your prices by offering LESS value … How to Raise Your Rates By Offering Less Value (Yes, LESS value). Derek Halpern.
Now go back and reread the first few lines of your post.
But this time, assume you are a busy human with 2 minutes to spare.
Did it pique your curiosity? Did you make you feel like you have to open and see what it’s all about? Was it just ho-hum for you?
Would you read this post, bookmark it or would you simply delete it?
Ouch!
Be honest.
And be wiser, for next time.
