OK, so you stopped your ideal prospect in their tracks with your ad’s headline. You’ve got their full attention. You’ve aroused their curiosity or promised them a benefit. Or done both.
Now your prospect wants more information. They’re all ears for what you’ve got to say.
However you can switch them off quicker than a light… IF… you start talking about the wrong thing.
Hence, the importance of your first paragraph.
You see, all you’re trying to do is get them to read the first sentence. Then the second sentence. Then the third sentence….and… so on…
You don’t want to undo all your good work by murdering the effect of your headline. And lose him by talking about something in your first paragraph which doesn’t grab their attention and stop them from reading.
Makes sense doesn’t it?
That’s why the great Gary Halbert formula for his first paragraph has worked so well. Gary often started with…
“If you’ve ever (your biggest benefit you’re offering goes here)…then this is the most exciting message you’ll ever read”
…in his sales letters.
What’s wrong with this?
Nothing.
Absolutely nothing. If this worked for a genius like Gary it could work for you. After all, Gary did write the most mailed letter ever – his coat of arms letter.
The only possible fault with this is it’s been too good. Everyone has copied it. So your prospects may be tired of reading this type of opening.
So what other ways can you start your ad?
Good question.
Let’s take a look.
Now, Joe Sugarman favours a very short first sentence to drag you into his sales copy.
For example. Let’s take a look at some Sugarman first sentences. (By the way if you’re not familiar with Joe he’s the very successful US mail order guy. He once sold an aeroplane for $240,000… by… mail. However Joe is best know for his BluBlocker sunglasses.
Here are some of Joe’s first sentences.
Losing weight is not easy.
It’s really a shame.
You’re stuck.
George is a pet truck.
Judge for yourself.
It’s easy.
It had to happen.
See how all these arouse your curiosity. How you want and need to read the second sentence to find out what all the heck this is about. Where the ad is going.
I’m going to continue this post on first paragraphs in a part 2. Why? Because this is such a critical section of your ad.
Warmly
Mark