Opening Sentences That Close the Sale

Article by: Karon Thackston

Opening Sentences That Close the Sale

http://www.copywritingcourse.com

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.

See? Those sentences boost your curiosity. They make you
wonder what happens next. They cause you to visualize a scene
that might be taking place. You can do the same thing from a
marketing perspective when you write your copy.

For instance, rather than starting the copy for an email to
Australian hotels like this:

You may be aware of www._______.com - we are an
Australian-owned and managed online hotel booking service.

Really capture their attention with an opening sentence that is
specific to them like this:

Now you have the opportunity to affordably position your hotel
in front of approximately 6,000 travellers every day that are
looking for accommodations exclusively in Australia.

For an Australian hotel that depends on the Internet to generate
reservations, that sentence gives them many reasons to keep
reading.

Here are some other before-and-after examples of opening
sentences.

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BEFORE: Hello and welcome to our website. If you are looking
for [enter product name here], you are at the right site. (In
this case, the example is from a wedding photographer's site.)

AFTER: We don't take pictures. We capture precious memories
that you can enjoy for a lifetime.

==============

BEFORE: Our site has been online since 2000, and this marks our
6th year online providing designer-inspired sunglasses.

AFTER: How do you get the latest designer-inspired looks
without paying outrageous prices?

==============

BEFORE: Our cruise website offers unbeatable rates and a
diverse array of travel services guaranteed to satisfy even the
most discriminating vacationer.

AFTER: Just imagine yourself on the white sand beaches of
Honolulu, hiking through the balmy rainforests of Belize or
whisking down a powdery, snow-covered mountain in Aspen. all at
up to 50% off!

==============

BEFORE: Thank you for shopping for your corporate gifts at
_________.com. We hope your shopping experience is delightful.

AFTER: When you truly impress your clients with distinctive
corporate gifts, they remember you longer, feel a closer
relationship and are more likely to reward you with increased
sales.

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See the difference? The "before" sentences are dull, average
and unflattering. The "after" sentences are intriguing,
imaginative and enticing.

Don't stop after you create inviting headlines. Keep the
momentum going by writing intriguing opening sentences, too.
When you do, you'll help convert more site visitors into paying
customers.

About the Author: Copy not getting results? Learn to write SEO and online
copywriting that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to also check out Karon's report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.