Getting People to Read What you Write… All of It

Let me just say this-- headlines are truly important. It's what grabs the attention of the reader. But today we're gonna talk about something a little more important if you don't mind. 

What's more important than the Headline? Well believe it or not the most important part of any piece of advertising copy is….

… the first sentence.

Hard to believe? Think of it this way. Our lives are filled with big flashy headlines that trigger our curiosity, offer us promises and get us excited enough to read more. 

How many times have you been drawn into a headline enough to read more? It happens to me all the time. Now let me ask you this. Of those, how many times did you read the entire ad? If you're anything like me, it doesn't happen that often.

The real trick of the trade is getting enough momentum behind the reader to keep them reading all the way to the end of what you wrote. And where do you get that momentum started? The first sentence. 

Don't get me wrong. The headline is an essential piece to the puzzle that you should spend a considerable amount of time and energy on. But the real goal of the headline is to get the reader to the first sentence. 

This isn't just my opinion. Many experienced and highly skilled copywriters will tell you the same thing. 

The truly legendary Joseph Sugarman said this " Every element of copy has just one purpose — to get the first sentence read."

Truth is every element of copy is essential. A reader can drop off at any weak moment in your writing. But I'm telling you your copy doesn't stand a chance if you don't nail the first sentence. 

So how do you nail the first sentence?

There are many ways to do it. Fortunately I've written up a short guide you can read right now. It covers 3 highly effective first sentence techniques you can implement immediately. 

Take a look here. And let me know if you end up using any of them. I'd love to here about your experience.