After your title, what’s the second most important part of your blog post?
Your opening!
While your title is the bait, your opening is the hook. You need both the catch and hold your readers. These 10 tactics will help pique your readers’ interest, engage their imagination, and draw them deeper into your content.
Go To Openings
The Personal
When done correctly, blogging is personal. This is true even if you’re blogging for your company. Your brand is the personality of your business. Everything you do should communicate that personality – especially your blog. By sharing an experience, you’re able to cut right to the chase. You could phrase the opening as follows:
- My first… / Our first…
- My tendency is… / Our tendency is…
- I like to… / We like to…
The Question
Opening with a question allows you to grab your reader immediately. Additionally, it lets you tell the reader exactly what issue and/or problem you’re going to address. Social Media Examiner doubles up on this tactic, opening each post with two questions and a statement.
The Short and Direct
Be quick. Be snappy. Be short and direct. Opening your post with a succession of one, two or three word statements immediately grabs your readers’ attention. The simple cadence is not only easy to read and absorb, it naturally draws the reader forward.
Monthly Series
Answer a Reader’s Question
If one of your readers has a question, there is a good chance others have the same one. While a Q&A wouldn’t typically make up an entire content calendar, it can definitely be an effective monthly topic. Once a month, share a reader submitted question and answer it.
The Success Story
Everyone likes a good success story. It inspires us. (Just ask Thomas J. Stanley, author of The Millionaire Next Door.) In business, success stories are a good way to showcase how you have helped someone. You can also use them to show processes you’ve put into place for everything from organization and execution to onboarding and scheduling time off. Additionally, this can be a great way to highlight one of your clients.
For the Occasional Use
The Quote
Quoting someone your readers know and respect gives your post more authority. This can be especially helpful if you’re proving a controversial fact. But be careful with the length of your quote. When it gets too long you’ll start to lose your readers' attention. Generally speaking, a one or two sentence quote is appropriate.
The Joke
Everyone likes a good laugh. While we wouldn’t suggest opening every post with a quote (unless you’re a comedian), opening with a joke from time-to-time can lighten the mood. Just be sure the joke is relevant to your topic and is in keeping with your brand’s voice.
The Shocking Fact
Shock and awe are immediate attention grabbers. It’s why news outlets have juicy teasers and tabloids stay in business. We’re not suggesting you share mindless gossip. We’re suggesting you share those not-so-well-known facts your reader will find useful. For example, these facts might include:
- A surprising stat
- An alarming trend
- A potential threat
The Debunk
For years, nutritionists have used this tactic. At times they have revealed eggs have too much cholesterol and should be avoided. At other times nutritionists have touted eggs as an excellent source of protein that should be part of everyone’s diet. This teaches us two things. First, debunking a universally accepted fact will get you noticed. Second, be careful with what you’re debunking. It might turn out you’re wrong.
The Need or Problem
For as long as folks have been in business, they have been solving a need or problem for their customers. You are no different. Open your post with a description of a need or problem your customers have. Then, explain how your business solves it.
Getting ready to use one of these tactics? Great! Share the link with us on Twitter. We’d love to see how you put it into action.
