Copywriting Basics first paragraph:draw the reader in

Copywriting basics first paragraph

Continuing our series on copywriting basics which started with the headline the first paragraph after the headline is where you show the customers the benefits of buying your product.

This is the part where you answer the question "what's in it for me?"

Here you really have to know what moves a customer to buy,and that requires knowing what he wants.

What does the customer want?

Better health

More money

More free time to spend with friends and family

A feeling of accomplishment

Better appearance

Security in old age

Increased enjoyment

Business achievement

In short they want to gain something: health perhaps,be something e.g. creative do something: go on a world tour or save something be it time or money.

See how the list above can be satisfied by your product or service, then build your opening paragraph around that.

The first paragraph should follow on straight from the idea expressed in the headline, be short and easy to read,and describe two or three of the major advantages of your product and how the need your customer has will be satisfied.

Remember the ad must tell the customer what the product will do for him.Going on about the history of the company and how it's been going for 100 years will get you nowhere.Sell the benefits not the features.

So now we have told our customer how the product will cure his problem.

The next step is to prove that to him.

Go to the next lesson here.

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