When you are attracted by the title but find that the beginning is mediocre, you will feel cheated and exit the current page. So, how can you write a wonderful beginning to retain the audience?
(I) Get straight to the point
Getting straight to the point means being straightforward, getting straight to the point, not dragging your feet, and directly stating the theme of the copy. If it is a product copy, the beginning directly states the benefits of a certain product or service, introduces how to solve a certain problem, and so on. This writing method often uses the title as a foothold to directly explain, avoiding the audience’s sense of gap and jump. If the title is a question, the beginning can directly answer the question in the title.
(II) Inner monologue
Inner monologue is to reveal the true thoughts in the heart. In the era of mobile Internet, communication between people is a distanced communication across the network. Sometimes, the text of the monologue can narrow the distance between people and touch people’s hearts. To write an inner monologue in a copy, you need to write the copy as a dialogue or the author’s statement, telling the audience about your inner activities. Generally speaking, the character’s monologue will give the audience a feeling that they are experiencing this feeling or story in person, which is more intimate. Inner monologue is considered to be a true reflection of inner activities, not hypocritical or pretentious, and it is very easy to give the audience a sincere and heartfelt impression, so as to resonate with the audience and gain the trust of the audience.
(III) Introduce with news hot spots
The use of hot spots is not only applicable to titles, but also a good way to attract the attention of the audience at the beginning of the copy. For example, when recommending clothes, start with the recent red carpet events and film festivals, analyze the celebrity outfits, and then introduce your own recommended items; when recommending books, introduce from the recent Nobel Prize in Literature; when promoting brands, use festivals, news hot spots, etc. to write promotional copy, and so on. Usually, such articles have a high reading volume and are also very popular with the audience, so copywriters can appropriately use hot spots in the writing process.
(IV) Use stories
Stories can be used to introduce the beginning of the copy. Use a philosophical short story or a short story related to the central idea to be expressed as the beginning, revealing the truth in one sentence; you can also write a story directly and then implant business in it.
(V) Borrow authority
The method of borrowing authority mainly includes using famous quotes, proverbs, poems, etc., or authoritative materials such as survey data, analysis reports, trend research, etc. of a certain industry, to lead the content of the copy, integrate it with the theme of the copy, and highlight the main purpose and emotion of the copy. This writing method can not only attract the audience, but also improve the readability of the copy.
Some soft copywriting often starts with famous quotes. If used properly, it can not only stick to the theme, but also make the audience feel that the writer is very talented and the copy is attractive. When using this method, remember not to force the relationship, but to speak smoothly.
(VI) Set up suspense
Setting up suspense is a technique that is used more frequently. This method is somewhat similar to the effect created by using stories, and it also attaches more importance to the role of stories. But suspense is often associated with stimulating fear. This kind of copy that begins with a suspense story usually puts attracting consumers first.
(VII) Draw a conclusion directly
Draw a conclusion directly at the beginning of the copy, and then use the main text to introduce arguments to prove the conclusion at the beginning. The advantage of this kind of beginning is that it encourages reading. The copy has a clear center and a clear point of view, and the audience can immediately understand the meaning of the copy. For example, a long copy.
(VIII) Use rhetoric
There are many rhetorical devices, including parallelism, metaphor, exaggeration, personification, rhetorical question, and rhetorical question. The use of rhetoric can make the beginning of the copy more vivid.