What’s the second most important part of your blog post after the title?
Master copywriter Eugene Schwartz often spent an entire week on the first 50 words of a sales piece — the headline and the opening paragraph.
Just imagine how disappointed you’d be after crafting a killer headline for your post, only to lose readers with an opening that failed to carry the momentum. A great headline mixed with a lame opening is like inviting someone into your house, only to slam the door in their face as they approach.
So, here are 5 ways to open your post that will capture the reader’s imagination and pull them deeper into your content.
1. Ask a Question
Opening your post with a question is a rhetorical device (hence, the “rhetorical question”) that creates curiosity and gets the reader thinking. Thinking equals active engagement with your writing, and that’s a very good thing.
2. Share an Anecdote or Quote
Anecdotes are quick stories that can make people laugh or immediately establish the main point of your post. A nice quote from a recognizable authority or famous person can also work wonders when holding attention in those crucial opening seconds.
3. Invoke the Mind’s Eye
Producing a mental image in a reader’s mind is one of the most powerful things you can ever do as a writer, so expressly engaging the imagination is a powerful opening technique. Activate the mind’s eye of the reader by using words like “imagine,” “picture this,” “do you remember when,” etc.
4. Use an Analogy, Metaphor or Simile
Analogies, metaphors and similes are some of the most powerful devices available when it comes to telling a story in a single sentence. This is a great way to capture a reader’s attention and also acts to provoke mental imagery that allows readers to tell a story to themselves.
5. Cite a Shocking Statistic
Starting off with an interesting factoid is also a great technique. People love being provided with interesting data, but only if it is unique, startling, or even shocking. The statistic should also be directly relevant to the point of your post as well.
Bonus Tip: The third most important part of your blog post is the closing. A great way to close is to tie back into your opening.
So, which of the 5 techniques did I NOT use in the opening to this post?
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Great post (consider it saved for later).
I think you missed #5… I had to go back and double check for the simile, though, as it was near the top.
Thanks for these tips! I always forget how powerful simple words can be
Or you can just post a photo of a monkey.
People love monkey’s (see: every other tv commercial).
In all seriousness, great post Brian. #3 is my all-time favorite copywriting tip.
I think that you used all five.
1 = “What’s the second most important part of your blog post after the title?”
2 = the link to “crafting a killer headline”
3 = “Just imagine how disappointed you’d be…”
4 = “like inviting someone into your house, only to slam the door in their face”
5 = “often spent an entire week on the first 50 words of a sales piece”
>>double check for the simile…
That one’s a bit tricky, but it’s actually an analogy.
Here’s a simile from a song that just popped up in my iPod shuffle:
I hold the microphone like a grudge.
Eric B. & Rakim
I Ain’t No Joke
Stats?
Point made, point taken. Might I add, scanability? Just by reading the headings and subheadings I get the point… which is great for browsers (as in people). And then if you’re an interested reader you can go back to the points and read in detail.
It has been a pleasure reading your tips/secrets/suggestions/hints/guides/lists for the last 3 months. I have learned so much. Although I may have elements in my posts that already meet your guidelines, none are quite as thorough, so it is always valuable to keep your emails handy.
Today’s was an excellent example, so I had to thank you.
How’s this for a shocking statistic!?
[BTW whatever happened to the ill-fated interrobang that was supposed to change our grammatic lives? I remember being enchanted with the idea in 6th grade, but I haven't heard anything of it since...]
In 2001, Ikea conducted a random survey of 620 customers across the US to uncover their organizational and lifestyle habits.
What they discovered was a somewhat dismaying (in my opinion) and most assuredly shocking statistic:
31% of the respondants got MORE SATISFACTION from cleaning a closet than from having sex.
Hmmm.
How about use a number, like “5 ways to …”
People like actionable titles.
Mike
“A great headline mixed with a lame opening is like inviting someone into your house, only to slam the door in their face as they approach.”
Wouldn’t it be more like inviting someone into your home only to show them to the basement? Or inviting them through your front door only to show them out the back door?
Todd, well… I don’t know.
The analogy I used worked for me because a reader who clicks away before getting “in” to the meat of your content has never really made it through the door at all.
So your bad opening really is “closing the door” on the reader, metaphorically speaking of course.
I have a 6th one for you. Use a cartoon!
Since I illustrate my posts with my cartoons, I try to use them to make the post more interesting. I’ve played around with the placement, and based on the readers I’ve talked with it seems to be working. Most seem to go Headline > Cartoon > Opening paragraph. I try to make the drawing interesting enough to make them want to read (or continue reading).
Then again, I could just be fooling myself
I’m learning and making it up as I go along.
Tony, I agree. A captivating photo or illustration can really help. I need to use more of them here myself.
I hate to say it but I didn’t read your intro, I just went to the 5 points. It’s good to know that you used all of them though
Ha ha ha… that happens a lot with list posts, which is another reason I made the closing reference the opening.
Is asking the question at the end an example of a good way to close a blog post?
I guess it is since I’m commenting and will probably link to it
man…you’re just too good!
This was an important post.
I like to tease folks in my openings. I guess that’s number…um…
1, 3 or 4 Char, unless it’s a Paris Hilton post, in which case it’s 2.
#1 is my favorite opener and I’d agree with Schwartz (and who wouldn’t), the first paragraph sets up EVERYTHING else that follows. It gives the reader the proper context from which to proceed.
Great post, Brian. I consider this to be more of a “checklist” post than a “list” post because it’s a great pre-flight checklist for EVERY blog post. It’s important to remember that taking the time to make sure your post is polished goes a long way towards getting it read (and, as importantly, linked to).
Keep up the rockin’ work -
Dave
Don’t you ever run out of great material? Thanks again for the simple truth. As others have suggested, photos/images can also have enormous impact. This would be an interesting test: Just post a headline and an image and see what happens. Anyone ever try it?
I found you through Problogger Group Writing Project. You are good! I’ll be back.
Thanks,
Steve
Brian,
Your blog has been a favorite of mine for quite some time. As of tomorrow it will be required reading for all staff members.
Thanks for the great work.
Jim
I don’t like posts which start catchy, yet empty.
I like posts which tell me, up front, what I’ll learn from reading the rest of the stuff.
Get to the point, right up front. Then you can tease me to read more.
But first I have to know why I should invest in reading your text.
Thanks for letting me vent.
Great post, I too came via Problogger, and I will definitely be returning.
Some good points in the post. I think until one gets established it is worth noting every point on how to grab readers attention. Once established people tend to read posts regardless.
No. 1 - opening with a question always works good for me.
Love your tips! Following your tips have led me to a tighter and leaner writing.
Maybe you could do 5 simple ways to *end* your posts with a bang next
Brian, great post.
And Rosano is right too.
Sometimes people stop at the first picture, or subhead. If you provide numbered points, they might as well stop at the first to see what you have to offer.
For example, because you use h3 tags for your points, what I immediately notice is 1. Ask a question, after the title.
That aside, there is logically no where else to capture reader’s attention other than the headline and opening paragraph.
Just another list to print and stick on the wall.
Advanced journalists are taught never to use the question lead (#1). As an example:
“Do you ever wonder about paper clips?”
If the answer is “no,” then you’ve lost the reader already.
While I freely admit that blog writing isn’t necessarily journalism, I believe the concept still applies.
Dale, it doesn’t.
In blogging, as in copywriting, you have to know your audience. Unlike general journalism, you should always know what kind of question will catch your intended audience’s attention, or you’re missing something very important.
Great post. I have been trying to find ways to boost readership for my site and I just found this site, so I will look around here to see what I can dig up. Hopefully, my writing will improve… sigh…
Brian, great post. I linked to it on my blog network’s wiki. I also agree with John in that I want to know up front what’s relevant. I think you can do that with your tips. I find my posts getting shorter as time goes by (it’s the Seth Godin influence) and, practicing what you preach, I hope more relevant.
Brian, great post. Here’s what I think - a thousand blog posts have already shared the same or extremely similar tips to your above - but you are a master at framing the words and ideas so as to stick in people’s minds and impel them to discuss. Thus it’s original and fresh and rewarding all at once. Thank you!
My Yoda PEZ dispenser bows reverently to you :).
Good tips and great post. I always think that using simple words is more efecttive.
Thank you for the advise.
Nice articles for blog posting , please also provide more articles on blog posting
Hei Brian.
Brilliant tips that remind me of school and the essay writing as these exact same ones we were adviced to apply in our writing. Take care. =)
I am so bad at writing headline that I have to write my peice and then go back and figure out what to call it. headlines are hard because you only get a few words.
The thing is that statistics aren’t shocking anymore. Everyone knows that 41.7% of them are inaccurate.
Thanks for this post. I’m seriously interested in improving my blog(s), so will be checking back often. I’ve always liked the power of questions, but now I’m going to add quotes and shocking statistics to my real estate blog.
I like your idea about your title asking a question. i think i will try that thanks.
I’ve been sneaking in and out of here for a while now, you are really very good. These tips also do not just work for writing alone, they work for speaking as well.
By re-modelling your tips for speaking, I could begin to sound like an authority in the topic
Any copyright issues to this 
Don’t mind my sense of humor. Just to let you know that I really find your site useful…both as a writer and a speaker.
As a total novice in the art of blogging (corporate or otherwise!) I am delighted I’ve stumbled across your site!
I have been asking numerous questions for a while….those that know anything seem to know that we should be blogging….but nobody could tell me how!
You’ve answered the numerous questions I had, and made me realise how much I didn’t know that I didn’t know (if you get what I mean!!).
You are ace…..thank you.
Needless to say, I have subscribed. And shall be recommending others to do so too.
This is my first time reading your blog. Thanks for the useful tips. I realised that the tips for blogging are pretty much the same as tips for good writing! Will be adding your blog to my blogroll as I think my readers can benefit from reading your blog. cheers.
mm.. it is my first also. But it is shocking, questioning, invoking minds. Thanks for this information
Thank you so much - these are excellent tips. My blog is only a few months old, but these tips have helped me to better structure and provide information. I like the idea about sharing an ancedote or quote. I blog about “how to marketing”. Your infomation is on target - it has made a difference for me.
http://www.bizmarketingsolutions.biz
This is great stuff. Thank you for your valuable tips, I’m going back to the drawing board to implement some of these strategies on my own blogs.
I agree. Loads of blogs carry “useless” information though. Don’t expect people to come unless you have interesting content.
These tips actually summarize the best methods of catching the eye of a visitor. Everyone should respect these! Good post!
Hey, cool blog. I found you through Jason Boog’s Publishing Spot.
Vintage Copyblogger.
I was reading the list, and remembering where you had used them.
Finally, a guru who practices what he preaches.
One question - Did you write the opening first or the list? Haha.
Shypy = Reader no 18687
Well , these are amazing 5 tips. Thanks for them.
These tips actually summarize the best methods of catching the eye of a visitor. Everyone should respect these! Good post!
Great post. I also found the comments informative and esp. liked the comment by Mike giving illustrations to the 5 openings.
I know this is a rather old article but I wanted to thank you for such a useful post, it’s an amazing guide not only to writing an informative posts but also to *composing* it the right way, which unfortunately many bloggers fail.
You have taken time to write this tricky post,i liked it .”Invoke the Mind’s Eye” ….its too catchy,
I’d add personalization to the good openings list. “Joe Jones came home to an eviction notice …” “My pal Al made $1,000 just by …” “My wife walked in red-faced, holding a traffic ticket …”
Starting off with a quote or a question are among the cliches most good writers try to avoid when writing leads. Anything can work, of course, but for these two I think you really want to ponder other approaches.
When someone asks a question in a headline or a lead, I wonder why they’re me asking me.
Stats are another suspect opening in my book.
“Personalization” is a story, or anecdote, Glenn. See number 2.
As for your other comments, well, you sound like a wannabe journalist. And we’re not talking journalism here.
Good luck with your blog.