Start with a conclusion, prove with a story – Lesley Vos
All my favorite tips are about neuro copywriting, its headline and intro strategies in particular. And though most copywriters have mastered the secrets of headline creation (use numbers and beneficial adjectives, appeal to FOMO, etc.), the introduction is what can sink all writing endeavors with a single strike.
We know it needs to be short (no more than eight sentences), include a hook, and keep people reading. For a long time, my favorite formula for writing intros was APP method by Brian Dean:
- A — agree (start with concept readers will agree with, to show you understand their problem),
- P — promise (give a peek to a better world),
- P — preview (tell what you have for them).
This year, I’m going to test his other method: PPB, where P is for a preview (what you have for readers), the second P is for a proof (why they need this), and B is for a bridge (a call to action, inviting to keep on reading and learn more).
As a big fan of storytelling, I would recommend this trick to create a correlation between your product/service and events that benefit it, and stir readers into a desired action through their perception of this correlation. In plain English, your content piece follows this scheme:
- Conclusion (a message) –> Story –> What is it all about? (facts)
You start your writing with a conclusion. In a preview, you already share the message you want to communicate. After that, you share a story (a proof that your message is right); and finally, you answer WIIFM (what’s in it for me?) in your content, turning it into a story with facts.
Lesley Vos is a professional copywriter and guest contributor, currently blogging at Bid4Papers.com. Specializing in data research, web text writing, and content promotion, she is in love with words, non-fiction literature, and jazz