Unlock the 5 secrets of blog introductions that connect
Almost half of your readers have left within 15 seconds of clicking your post (Chartbeat). Why? Well, any google search will tell you it is your headline; but it’s the headline that got them to your post in the first place.
The real reason people tune out is the introduction just isn’t enticing enough. And if you haven’t piqued their interest in the first few sentences, then you’ve lost them, no matter how great the information you have to share.
The first few sentences are crucial to engaging your audience, giving them a reason to put in the effort to read your post. So, what makes a great introduction?
According to Stephen King, an introduction should, “invite the reader to begin the story. It should say: Listen. Come in here. You want to know about this.”
Here are five ways you can craft your introductions (with examples, good and bad) to ensure you engage your readers from the outset and give them a reason to put in the effort to continue reading.
1. Help readers understand why it’s essential to read your post.
You are writing for your reader, and you are writing to help them solve a problem. If you want to hook your readers, then give them a reason to keep reading. Help them see why this piece of content will be of value — by providing them with benefit from the start.
Here’s one way that you could write an introduction:
“When it comes to writing engaging blog posts, the introduction is one of the most important sections of the entire piece.”
OR
“Eight Seconds. That’s the length of time you have to engage a reader in your content.”
Which would hook you in? In the first example, you’re probably thinking something along the lines of, “no s**t, Sherlock”, whereas the second example makes you think, “wow, interesting, what does that mean?”
Not every fact needs to be something that blows your mind. However, it needs to have a clear connection to both the title and subject of the post, providing a solid reason to read on.
2. Ask a question. And then tell your readers how you will answer that question in your post.
Questions are a great way to connect with your audience. By asking your readers to take an active role with your content, you are engaging with them from the outset. And an engaged audience is more likely to continue to read the content, rather than clicking away.
But not just any question will work, it needs to be an actionable question. For example, compare:
“Are you reading this? Oh yes, you are; but why? Don’t you directly want to jump to the body of this article and educate yourself with why introductions of blogs are so crucial?”
TO
“Wouldn’t it be great if every single person who clicked on one of your articles read it from start to finish, unable to pull their eyes away from the screen?”
While yes, the questions in the first example are actionable, it’s probably not the right action you want the reader to take (i.e. jump ahead and not read the content). Apart from that, reading the first example made me feel a little like the writer was trying to hypnotise me.
The second example is a real question with the promise of an answer in the content to follow. It connects to the title of the blog and the content, providing a real reason to continue to read the blog post and engage with the writer.
If you are going to start a blog post with a question, be sincere in your questions, or the reader will know and will quickly tune out.
3. Share a personal opinion or story that could catch your readers’ attention.
Anecdotes can help your readers to relate to you. By sharing something personal, you are helping the reader to understand who you are, how you think and what is important to you. There are two words of caution if you plan to use an anecdote in your introduction. Firstly, the tale should be real. Just like questions to readers should be sincere. Today’s readers are savvy enough to spot a false story. And secondly, be clear on who your ideal reader is. You don’t want to be turning your reader off.
Imagine reading:
“My friend made $20,000 selling eBooks. I’m going to share with you his secrets to success.”
VERSUS
“Sometimes, when I tell people that I blog for a living, they roll their eyes. “You get paid for sitting on the internet all day and writing. Anyone could do that job.”
Firstly, if your friend did that, and you didn’t, why? How do you know what he did and not try to replicate it first? It really doesn’t feel like a true story. The bulls**t radar is well and truly up and even if I scan the rest of the article, I probably won’t believe a word of it.
With the second example, it’s a personal story, and probably one that can be backed up or validated in some way, if the reader is having doubts (by the way, it’s not me — yet!). And it’s a sure way to interest a reader who is wanting to achieve the same outcome.
If you do choose to share anecdotes in your introduction, don’t make them too long and be sure that there is a clear connection between the story and the content.
4. Give readers a reason to feel excited.
If readers are excited, they are engaged with your content. If your introduction can provide a level of excitement, then you are one step closer to having them continue to engage with you and your content.
Writing introductions that are focused on exciting the reader requires you to have a very defined view of your reader. Don’t write an introduction based on what excites you, but what will excite your reader.
You can compare this introduction:
“It’s Friday, which means it is also time for my weekly rundown of some outdoor, adventure travel, and gear stories that you might have missed.”
TO:
“There is nothing quite like discovering the joy and freedom that comes with riding a bike. It doesn’t matter what age you are when you first go for a ride, it is almost always a magical experience.”
Both articles are likely to contain interesting content. But, only one makes me feel excited. In fact, it takes me back to my childhood, riding my bike, feeling free and joyous… and totally happy to read on and find out more.
Excitement is a visceral reaction. Use adjectives and verbs to arouse the senses of the reader and help them feel moved to connect with the writing.
5. Give readers a consequence of NOT reading your post.
Finally, fear can be a motivating factor in getting readers to engage with your content. However, fear should be used sparingly. If every post you write tries to scare people into connecting with your content, you will quickly turn them off.
Providing real consequences for not finding out more can be tricky. You need to demonstrate to readers throughout the introduction that the fear is real, not a vaguely sinister threat that doesn’t really mean anything.
For example:
“You’re running your business. You got a lot to do. You can’t do everything you’re supposed to do to market your business, and sometimes it’s hard to know what really matters.”
OR
“You stare at the computer screen. Your mind is a blank. You know you have only 3 seconds. Then they’re gone. Forever. Everything hangs on the Intro.”
The first example provides an impetus to keep reading. You can feel yourself in that situation (time poor and overwhelmed). Whereas in the second introduction, there’s a mismatch. Yes, there’s fear there, but what is the consequence (and what does 3 seconds have to do with anything?).
Like anecdotes, fear should be real (not imagined). And like questions, fear should be sincere. If you can’t empathise, then there will be no connection to the content. So, approach adding fear to your introduction with caution, but, if you do have a cautionary tale, then try it out.
A final word
Some people swear by writing their introduction first, while others suggest writing your content first and then working on the introduction. It’s really just a matter of personal preference. No matter how you do it, do spend time working on your introduction.
Of course, once you have hooked the reader at the beginning of the post, you need to deliver on your promise. The rest of your content needs to be informative, valuable, and entertaining as well.
So, happy writing, and let me know how you go in the comments below. I’d love to hear what blog post introductions have worked for you.
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