Member-only story
Grab Their Attention In The First 5 Seconds
You’ve probably heard that the most important part of your copy is the headline. That’s true: the headline is what gets attention and motivates the reader to dig into the content.
After the headline, the action begins.
Once you’ve won attention with the headline, the reader turns to your opening. Will they be motivated? At this point, you might introduce a story.
But sometimes you’re writing a short piece of copy, such as a landing page. You just don’t have time for a story.
Or you want to get the reader focused right away You want to call attention to their problems. When you stuck for an opening for your home page or sales letter, it’s tempting to turn to “pull questions.”
Pull questions are questions or bullets that resonate so strongly with your audience, they pull readers into your world.
Many pull questions seem to be created by a giant cookie-cutter.
You’ve probably seen many versions of these pull questions:
Do you feel that you keep working hard but just don’t see the results you hoped for?
Do you love what you do but hate marketing because it feels SO inauthentic?
