By Robert Plank
Understand that the hardest part of copywriting, or any kind of writing, is the opening line. If you do not lead into your sales message with the correct story, it will not get read, no matter how catchy the attention headline or the rest of the page is. What makes the process even more daunting is that it is so hard to write on an empty page. That is why I always keep three phrases in mind when writing good openers: questions, connect the dots, and connecting to current events.
The easiest way to write a good opener is to ask a question. Are you about to send an e-mail about dog training? Then start a story like: "You know what I hate the most about dog training?" Then proceed to answer your own question. This has the double benefit that, not only is it super easy to write a document as an answer to a question, your readers will naturally be curious for the answer. Instead of simply giving them the solution to this dog training problem, you are telling them that the answer is coming up.
Next, there is the "connect the dots" strategy. Think of three random objects to include in your story... like prunes, an empty can of soup, and tennis balls. Tell your readers, "Continue reading to find out what a handful of prunes, an empty can of soup, and tennis balls have to do with dog training." Inserting random keywords into your story will boost your brain's creativity into overdrive.
You might scramble to weave together a story about how you were out jogging with your dog one early morning, he was chasing after a tennis ball and you stumbled over a can of soup to fall into a pile of prunes. The entire time, your dog sat there loyally waiting for you to get up... as if he were a real companion. Okay, that example is kind of cheesy, but you get the idea.
Finally, another good starting point is connecting your story openers to current events. What's going in the world overseas? Stay away from politics but I have seen countless e-mails in the last few years that begin with, "Recession? We don't need no stinkin' recession..."
Remember to ask questions, connect the dots, or keep in touch with current events, and you will always craft excellent copywriting story openers.
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