Your title sells the click.
Your introduction sells what you read.
If your introduction doesn’t motivate readers to scroll down that all-important picture, you lose them. You put the hard work into creating your content. Introducing ensures your content gets the attention that effort deserves.
Your title sells the click. Her intro sells what she read, says @ GeorgeDrennan2 via @CMIContent. #Writing tips Click to tweet
These seven tips can help you create compelling blog post introductions that will get your readers to go beyond the headline.
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1. Highlight a common problem
People read content for the value it offers. For business blogs, this usually means solving a problem. By highlighting a pain point in your introduction, you instantly grab readers’ attention. It tells them that they are in the right place. You understand your problem.
Here is an example from Ahrefs:
In the example above, the second paragraph is, “Sounds like you? You are right here.”
Once you address the pain point, you need to provide a solution for the rest of your content.
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2. Tell readers what to expect
When you agitate a pain point, start a ticking clock. If you don’t tell your audience how you’re going to help, they’ll be quick to lose patience and jump on them.
Your introduction must set out expectations and answer the reader’s question: is this worth my time?
Your intro needs to answer the reader’s question: is this worth my time? @ GeorgeDrennan2 via @CMIContent #WritingTips Click to tweet
By telling your audience what to expect, you make that decision a lot easier.
Here is an example from Shopify:
This introduction serves as a thesis of the content – what is dealt with in which order and what can the audience take away.
Few visitors read content from start to finish. The design of your thesis helps people find the information they need quickly. They can go to a specific section, consume the entire piece, or realize that the content is not delivering what they need.
3. Explain the benefits
Some people read a blog post because they want to learn something that will help them improve their lives. Whether it’s a tutorial on how to make pancakes or a guide on how to increase customer loyalty, your readers want results.
Make your launch more compelling by selling the benefits of your content. What will help them read your blog post?
Here is an example from Backlinko:
In the introduction the advantages of the article are clearly stated. Make it clear what your content is about and how your audience can benefit from reading it.
4. Ask a question
When you ask a question in your introduction, invite the reader to ponder an answer. You actively think about the topic from the start.
Here is an example from Neil Patel:
If you use a question in your introduction, you need to back it up with one or more answers in the content.
5. Make a statement
Conflict is the essence of drama. Anyone who has studied storytelling knows the importance of confrontation in creating tension and engaging an audience.
When it comes to blog post launch, you can create confrontation by questioning a long-held belief or strategically targeting a controversial topic in your niche.
Create conflict by questioning a long-held belief in your intro, says @ GeorgeDrennan2 of @CMIContent. #Writing tips Click to tweet
Here is an example from AllBusiness:
A confrontational introduction typically leads to three reactions:
- Readers disagree.
- Readers agree.
- Readers wonder why you are questioning the topic.
In all three cases, read on to find out more. You will want to know how you came to this conclusion.
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6. Use a quote
Quotes can be a great way to add credibility and create compelling leadership. A quote can back up your thesis and provide a framework to structure the rest of your content.
A quote can summarize a conventional belief or best practice and build a counter-argument in your content.
Here is an example from Forbes:
Much like question-based introductions, quote-based openings can become a crutch for lazy writing. It is easy to get used to using the words of an established voice rather than constructing an original argument. Use them sporadically.
Avoid overused quotations in your niche (a la “Content is King” in marketing). Use quotes from unexpected voices or get original quotes from thought leaders.
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7. Write the introduction last
The introduction is the first your readers see, but it should often be the last you write for two reasons.
Introduction is the first your readers see, but it should often be the last thing you write, @ GeorgeDrennan2 says of @CMIContent. #Writing tips Click to tweet
First, the introduction is more important than any other paragraph in the post. Every word counts. When starting new content, it’s easy to waste time creating the perfect introduction. It’s more efficient to start by writing your key points.
Second, once you’ve written the meat of your content, you’ll understand the topic better. You may find that the introduction you spent hours tinkering no longer fits your central thesis by the time you finish the rest of the piece.
When you have a moment of inspiration, write a short introduction as a placeholder. You can go back there when you finish the rest of the post.
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Open strong
Your introduction is super important. It convinces people to keep reading or sends them back to the search results page or to read something else. You can use these tips to create a compelling introduction to your next blog post.
Try different tactics and keep an eye on your analysis to see what works for your niche and writing style.
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Cover photo by Joseph Kalinowski / Content Marketing Institute
