If your headline is the most important part of your advertisement, the second most important part is the lead. Especially when it comes to writing long copy.

That’s why it’s critical to make the first paragraph--no, make that your first sentence-- as engaging and impactful as possible.

This is why I also spend 90% of my time writing, rewriting, and writing again the lead on every single email, landing page, or video sales letter I am putting together.

Here are six different ways to write a first sentence that will capture your reader's attention and keep them engaged throughout your piece--along with the first sentence from a few of my winners from my $100 Million Copywriting Formula Swipe File.

Start with a question:

A question immediately engages the reader by encouraging them to think and consider their own thoughts on the topic. It also sets the tone for the piece and establishes what the reader can expect to learn or discover.

EXAMPLE: “Boom or Bust ahead for Oil Stocks?”

Use a bold promise:

Starting with a bold promise can grab the reader's attention and highlight the importance of the topic. It also establishes the author's expertise on the subject.

EXAMPLE: “Give me 30 days and I’ll prove you can get everything you want in life using my easy life-changing strategies.”

Establish a personal connection:

Being relatable can help you establish a personal connection with the reader. They can also be used to illustrate the larger point being made in the piece.

EXAMPLE: “I suspect I’m a lot like you.”

Begin with a descriptive scene:

Painting a vivid picture of the setting or characters in the opening paragraph can immediately draw the reader into the story and create a sense of intrigue.

EXAMPLE: “China is on a long march toward world domination, and it’s about to threaten your financial future and your American way of life.”

Start with a strong statement:

A bold, declarative statement can grab the reader's attention and create a sense of urgency or importance around the topic.

EXAMPLE: “If you don’t take a small position in this marijuana stock, you’ll regret it for the rest of your life.”

Use a narrative hook:

A narrative hook is a sentence or phrase that creates suspense or tension and makes the reader want to keep reading to find out what happens next. It can be a powerful way to draw the reader into the story and establish the tone and theme of the piece.

EXAMPLE: “The new era of cheap oil will soon hit a brick wall, and there is simply no stopping it.”

The bottom line here is this:

The first sentence of any sales promotion is as critical as the headline to engaging the reader and setting the tone for the rest of the piece.

Using one of these six techniques can help you start strong and capture your reader's attention from the very beginning.

Of course, a great beginning is just that.

But without compelling copy and a great close, all the work you do upfront goes nowhere!

If you would like to see how I not only keep the readers engaged but close them logically and emotionally, be sure to check out my $100 Million Copywriting Formula Swipe File.

As you'll see, every sentence and paragraph walks you down what I call "the yellow brick road" to get to the order form.

You can read the rest of the copy here.

All good wishes,

Doug D'Anna

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