Studio Blog

Four seconds.

That’s how long social media marketers claim you have to get someone’s attention online. Actual statistics about web reading vary by study, but their overarching message is loud and clear: First impressions matter more than ever.

Like a job interview or first date, an Introduction is your first and best chance to make a lasting impression.  Online readers are often intrigued, but they’re always non-committal. It’s your job to convince them that it’s in their best interest to stick around.

This is not an easy task. To craft a successful Introduction, a writer must strike a delicate balance between flash and substance (a catchy opener will always fall flat without a later statement of purpose). Finding that balance is a challenge for any writer, because it’s a skill more than a talent, a way of training your brain that must be practiced like musical scales. 

We put our Demand Studios heads together and pooled observations from thousands of edited articles and dozens of years in journalism – to create the essential cheat sheet for creating a successful Introduction.

1.  Grab the reader’s attention immediately with a killer opening sentence.
Go for the jugular with the very first sentence. In journalism this is called a lede, and it’s crucial that you hook your reader with it. Don’t waste time on the vague or obvious. Write targeted opening sentences that provide the reader with context, so he immediately understands the article’s focus.

Good examples:
“Having the right rain jacket can make the difference between an average trip and an enjoyable trip.” (The Best Rain Jackets on Trails.com)
Why: It’s not the sexiest opening line ever written, but I immediately understood the stakes. I wanted to keep reading to make sure I had the “right” jacket.

 “No matter how good you are in your field, you can lose respect among your peers if you cannot overcome nervousness in public speaking, say counselors at the Leaders Institute.” (How to Overcome Nervousness in Public Speaking on LIVESTRONG.COM)
Why: Citing a credible source in the opener takes a vague statement and makes it concrete, transforming it from anecdotal evidence to fact.

 “Odor-causing bacteria thrive in dark, damp spaces, which makes your sweaty tennies an ideal habitat.” (How to Freshen Smelly Shoes on eHow.com)
Why: The writer used powerful adjectives to summon a really gross image that led to a call to action. I definitely don’t feel the same way about the beat-up Converse I’m currently wearing…

“It may look like an aging heap of rusted metal to some, but you know with a little elbow grease you can bring that beauty back to life.” (How to Buy, Restore and Sell a Vintage Car on eHow.com)
Why: A title like this is geared toward hobbyists – the casual motorist is probably not reading about how to fix up old cars for fun – and by confidently addressing a specific audience, the writer establishes credibility.

Types of openers to avoid:
“Paris is the capital city of France, known for its museums, cathedrals and rich culture.”
Why: Introducing the topic is great. Introducing the topic with a string of generic observations is not. Use the Substitution Test: If you can swap in another noun for the subject, your Introduction is too vague. (This statement could apply to any major city in Europe, for instance. Or to Mexico City, for that matter.)

 “Healthy eating is an important part of any wellness program.”
Why: Really? Healthy eating leads to wellness? I had no idea.

 “Have you ever spilled red wine on a carpet and didn’t know what to do?”
Why: Avoid question ledes like the plague – you’re not giving the reader context for the story, you’re taking them out of it. Instead, figure out how to write a sentence that contains the answer to your question.

2.  Explain how your article will answer the question put forth in the title.
After you’ve gotten your reader’s attention, it’s time to pull back and give her the big picture. Tell her why she’s reading and why she should continue. In journalism this is called a nut graf. In a great column about nut grafs on Poynter Online, seasoned reporter and writing teacher Chip Scanlan compares the lede to a movie close-up, and the nut graf to a wide-angle shot. (He also cites the reporters at the Philadelphia Inquirer, who called the nut graf the “You may have wondered why we invited you to this party?” section.)

Whatever analogy you use, your Introduction’s nut graf is your opportunity to explain your angle, or what criteria you used to decide which information to include. Your article’s credibility, and yours, depends on how well you establish this.

Good examples:
“According to ‘USA Today,’ a recession may be the best time to start a new business. Many well-known businesses began during a recession, such as Disney and Microsoft. With a bit of research, careful planning and frugality, you might discover that now is the time for you to launch your dream.” (How to Start a Business During a Recession on eHow.com)
Why: Opens with a surprising fact from a credible source, backs it up with more evidence, and tells me where the article is going – I expect tips on how to research, plan and save money so I can start my own business.

 “Hong Kong is an impressive city where skyscrapers and busy highways mix with temples, gardens and museums covering a story spanning more than a millennium. For visitors, Hong Kong can be overwhelming to the senses. But while picking just a few attractions may seem difficult, the best way to make the most of the city is to explore all its different corners, old, new and exciting.” (Things to Do in Hong Kong on Travels.com)
Why: It tells me off the bat that Hong Kong is complicated, and by tempering my expectations for the article, I also understand that the list is going to contain a wide range of ideas that barely scratch the surface.

 “A great golf swing is dependent on timing, flexibility, muscle memory and, to a lesser extent, strength. In particular, strong forearms help you control the club from the grip all the way out to the club face as it strikes the ball, hopefully along the target line you've intended. These three exercises will help you strengthen your forearms and work your way to a more controllable swing.” (Forearm Golf Exercise on GolfLink.com)
Why: Sometimes an Introduction only needs to accomplish one task; in this case, it clearly explains why I should be doing forearm exercises for golf.

3. Tell the reader why they should care.
State the value-proposition. Explain why this subject is relevant to the reader’s everyday life. As my favorite writing professor used to say, every introduction needs both a “what” and a “so what?”.  Another way to put it: Make sure that at least one of your sentences could follow the imaginary preface, “This is important because…” If you can’t explain why your topic is relevant and valuable to the reader, you’re not doing your job.

Good examples:
“If you find yourself stuck overnight and are forced to build a snow cave, there are a few precautions to keep in mind that could save your life and all your fingers and toes as well.” (Tips for Surviving in a Snow Cave on Trails.com)
Why: (This is important because) Reading this article could not only save my life, but also ensure I will keep my digits in an emergency.

 “You can replace expensive deep conditioning salon treatments by using coconut oil as a hair conditioner at home” (How to Use Coconut Oil for Hair Conditioner on LIVESTRONG.COM)
Why: (This is important because) I can save money by using a hair product I’ve never heard of, and don’t know how to use.

“But when shopping becomes a problem – namely, if you fall into extreme debt as a result of it – there are a few things you can do to tame your inner shopaholic.” (How to Stop a Shopaholic on eHow.com)
Why: (This is important because) Now I understand that being a shopaholic is a real problem, not just a punch line in a Cathy cartoon.

“With these advantages in mind, you may not control Disney World, but at least you can loosen the control it has over you and your party.” (Disney World Secrets & Tips on Travels.com)
Why: (This is important because) It keeps things realistic – this article won’t help me conquer Disney completely, but it will at least help me tame the beast.

Checklist for Writing a Great Introduction
Is my lede as strong as it can be? Does it contain information that everyone knows? Did I start with a question, and if so, how can I rephrase it?  Would I keep reading after this sentence?
Does my Introduction pass the Substitution Test? Can I swap in another location or topic for the subject, and have the article stay relevant?
Are all my adjectives working for me? Have I successfully avoided empty adjectives like fun, great, interesting, unique?
Do I pack too much information in here? If so, are there facts I can move to the body of my article?