In article anatomy I like to teach that there are several key components. Of course these can be stretched varied and thrown out altogether, but not until youre an expert at writing content-rich articles. One key component of a clear article is, of course, the lead paragraph. Second in importance only to the headline itself, the lead graf (paragraph for short) has to be engaging, informative and lead the reader to believe youre the one with all of the great advice theyve been looking for.
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Write a good lead-in and your readers will be anxious to act on whatever advice you share in the article itself and if they do find value in your advice in the article - theyll be very hungry for me of your expertise. Hence, more sign-ups to your e-mail newsletter - or better yet, more sales of your products and services.
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So here are a few ideas for writing engaging lead paragraphs for your target audience:
A problem: Try to identify with a huge challenge or issue your audience is facing. Most likely youre facing it too. So expose your experiences with this problem. Youll endear yourself to your audience, cementing your status as the authority in your industry. Heres an example of a problem lead:
Mistakes. We all make them and no one wants to admit to them. Were all faced with the question, how do we recover after we make the occasional slip-up? When it comes to e-mail marketing theres a huge debate over whether to fess up or to make like an ostrich and stick our heads in the sand. Ill offer my solution in four words: Own up to it.
A statistic: Youll have to check your specific industry publications for these stats. Even if you see something in the mainstream news, you can always put a twist on it that relates specifically to your industry. Heres an example of this kind of lead/identifier paragraph:
Whats that sound? You know - that slipping sound you keep hearing. If youre still writing your marketing pieces in-house, youre hearing the sound of market share slowly slipping away from your business. Heres why: A recent survey shows 72% of your col leagues outsource so that they can focus on serving their customers and reducing costs.
The news: You can tailor national and even international news to meet your needs with your identifier paragraph. For instance, I just used the SARS epidemic to display the benefits of teleseminars. Too much of a stretch? You be the judge:
Picture this: The task of setting up a conference has fallen to two marketing managers in Beijing. One tests the market and discovers his companys client base is ready for teleseminars. Our other marketing manager decides to follow the same road as the many managers before her and sets up a live conference at a hotel in downtown Beijing. The story of the SARS epidemic breaks just days before their events. Which manager gets to keep his or her job?
Note: In the example above I also used another extremely effective writing technique called painting the picture. This is used throughout writing whether its commercial or creative. Setting a scene for your readers is a wonderful tool for persuasion. Youre in control, you can paint the option most beneficial to you as the best option and the one that isnt so beneficial as the worst option.
Your readers will think youre great because youre not telling them what to do, youre just presenting them with information they can use. But in the end youve persuaded them to use your products or services - if you paint the picture correctly.
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Knockout Content-Rich Article Techniques For Writing Must-Read Lead Paragraphs