When it comes to writing sales letters, emails, ad copy, etc… the most important part is no doubt the headline. But, what often gets ignored in all the fancy books and courses is the opening paragraph.
And yet, the opening paragraph is also extremely important and, in some ways, is the hardest part for people to write.
I will be going over various opening paragraphs from all kinds of sales letters and ads. A few of them are hypothetical openings but they are no less adaptable than any of the others. And, you can use them as templates for your own opening paragraphs.
I will go through them one by one with a bit of analysis so you know what makes them “tick” and find which ones are more appropriate for YOUR ads. Plus, as you will see, these are VERY easy to “fill in the blanks” with. In other words, swap out a few words and phrases with words and phrases that fit your product/service.
The key is to make these templates your own – with your product or service’s unique benefits, claims, proof elements, etc. And here they are:
Did you know there is now a way for a cardiologist to buy L.A. real estate without making any down payment whatsoever?
“this one is so simple, asks an interesting question and zeroes in on the market all in one sentence!”
If you would like to make an extra $50.00 every day, then here is how I did it and why I think you can do it too.
“Very simple if/then statement”
Do you have dandruff? Here’s exciting news.
“Quick, pithy and impossible to ignore for anyone in the market. (you can switch out dandruff with ANY problem that your product solves.)”
Can one-third of all the millionaires in America be wrong?
“This can be easily adapted to almost any market. Can one-third of all doctors in America be wrong? Or can one-third of all the top marketers be wrong?”
If you would like to lose up to 63 pounds, then here is how I did it in Japan and why I think you can do it in America.
“Another masterpiece. Notice the proof structure? How it automatically created curiosity and intrigue, while still bolding proclaiming the benefit?”
If you own or operate a business or, if you are simply someone who would like to make a lot of money very quickly, this may be the most exciting message you will ever read.
“What I Like about this opening paragraph is it wrangles TWO different segments of the market into one place (business owners and people who want to make more money). This is not always easy to pull off. Yet it does it in just one sentence!”
There is now a “secret weapon” which makes it possible for long-haul truckers to pay zero taxes. And, before you even ask, I want to tell you it is 100% legal!
“the secret weapon part makes it stick out from other advertising language and it counters the main objection right away.”
Do you have arthritis pain? If so, this will be the most important message you will ever read.
“Same as the “dandruff” opening above – ask about the pain problem plaguing the market, then tell them what’s about to come is mega important. Simple and effective.”
A once-secret metal used to penetrate enemy armor is now helping golfers hit very long shots.
“How’s that for intrigue? Curiosity? Proof/credibility? All wrapped up in a single sentence. Note the phrase “once-secret” – it gives the sentence a nice layer of drama.”
Could you use a few more inches in height? Are you fed up with being called “shorty”, “little man” or even “hey you down there”.
“Another great way of a question opening. When you zero in on the main problem it’s easy to use an opening like this, then just expand on the emotions caused by the problem or frustration.”
I’m glad you are reading this information, because it could literally make or save you millions of dollars as a real estate investor or entrepreneur.
“With a little imagination this could be adapted to anything. Just swap out the making money part with what your product does for people.”
When pimply skin is your problem, the first thing to get straight is that you can and should do something about it.
“Perfect if you sell something for a problem people think is impossible to solve or they have given up on trying to solve and are frustrated.”
Does your constipation, bloating, gas, irritable bowels, lactose intolerance, or indigestion make you uncomfortable, irritable, and sluggish?
“This is a classic question not about “do you have” but that assumes you have the problem and is asking you about the worst things about that problem. It’s brilliant in its simplicity and easily adapted.”
I am sorry to inform you that you did NOT win the lottery. Instead, (name) of (city) did. We both know you are much more deserving and would have made much better use of the money. However, as a CONSOLATION PRIZE, here at (company name), we have declared you a Winner!
“This is cool opening for a follow up after an offer expires too. (you didn’t act in time to get the 50% discount. But as a consolation prize, you can still get blah blah blah).”
Before you swallow another drug with side effects that could hurt you… and… before you even think of letting a surgeon cut you open… please… read over this little book!
“This is a great kind of opening if your market has a fear or insecurity about going with the mainstream advice and if your product goes against that.”
If you work out hard week after week yet have painfully little to show for it… it’s not your training. It’s tradition… and it’s the very villain that keeps you practicing all the wrong things!
“Can you find something about the product that goes against the grain of conventional wisdom in your market? If so, then this can be a no-brainer to model for an ad or email.”
This LITTLE BLACK BOOK OF SECRETS is a gift from me to you. It’s a pocket-size gold mine of tips on how to enjoy greater health, wealth, happiness and success in the months ahead.
“This was an ad, but it’s disguised as information (and is informational in a lot of ways). But this sets the tone that they are NOT just going to just read an ad – but something useful.”
If you are interested in high-speed weight loss, this will be the most remarkable message you will ever read in your entire life.
“Another great simple if/then ad to model.”
I have made a decision that makes me a little sick to my stomach. Actually, it’s a decision that may very well work seriously in your favor. But, it goes against my grain.
“I cannot imagine a product/service that this couldn’t fit with. I mean, how can you NOT keep reading an ad that starts this way?”
The list you’ve just read is great to model for writing ads, getting ideas for ads, and for making your ads immediately interesting off the bat at a glance which will make your readership shoot up dramatically.
And don’t think these are just for opening paragraphs. You can take the ideas and concepts above and plug them in wherever relevant. The key is to read through them several times and just let your mind start connecting dots on how you can use them in your marketing.
I hope you’ve found this useful and would be interested on which one was your favorite, just leave a comment below.