When you take the time to write – whether it’s a blog post, a web page, a prospecting letter, or a simple email to a client – you want people to read it.
Most copywriting gurus will tell you that the purpose of the headline is to get people to read the first sentence. The purpose of the first sentence is to get them to read the second one, and on and on.
The idea is to lead your reader through your copy, one step at a time.
In reality, that first sentence might not matter at all, and you might not get to the second step.
The first thing your prospective reader will notice after clicking the subject line or being enticed by the headline is the overall looks of your piece.
If it looks inviting and easy to read, then you’ve got a shot at getting them to read that first sentence, and the next and the next.
If it looks difficult to read, you’re sunk before you begin. Click here to discover how to keep those prospects reading until your words have a chance to charm them.
Once your reader has decided that your offering looks inviting, it’s your job to make it interesting – or at least to avoid making it boring.
Whatever your subject matter, the easiest way to avoid putting your audience to sleep is to write in “active voice.