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The 2nd Most Important Element in Copywriting - Copyblogger

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We already know if nobody makes it past your headline, nobody reads your content or sales page. This makes the headline the most important element of your persuasive copy. What’s the 2nd most important element? You’ve already read it … Every ad, article, sales page, or blog post you write must begin with one hell of an opening sentence. That sentence must speak directly to the needs and desires of your audience and your content must deliver on its promise. Journalists call it the lede, the first sentence (or paragraph) is meant to bring the reader into the piece, to make it irresistible, to get the article read. Joe Sugarman teaches that the first sentence of your copy should be short. So short, and so compelling, that it’s almost easier to read than not. I am definitely in the brevity school, but each project calls for its own thoughtful assessment. What are the most quoted passages in fiction? It’s almost always the first sentence of the book … It was a pleasure to burn. ~ Ray Bradbu

This simple word of advice makes good copywriters legendary. With it, you’re going to increase sales. Without it, you’re finished. It’s deceptively plain, and easily ignored. We already know if nobody makes it past your headline, nobody reads your content or sales page. This makes the headline the most important element of your persuasive copy . What’s the 2nd most important element? You’ve already read it … The first sentence Every ad, article, sales page, or blog post you write must begin with one hell of an opening sentence. That sentence must speak direc

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