The Adweek Copywriting Handbook

The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.

The sole purpose of the first sentence in an advertisement is to get you to read the second sentence. Grab attention immediately. The first sentence of your copy is crucial. It should be short, simple, and intriguing enough to compel the reader to continue. This principle applies to all elements of your advertisement, from the headline to the subheadline and beyond. Each component should work together to draw the reader into your copy. Create a reading momentum. Once you've captured the reader's attention, maintain it by crafting each subsequent sentence to build upon the previous one. This creates a natural flow that keeps the reader engaged and moving through your copy. Remember, the goal is not to convey all your product's benefits in the opening lines, but to create an irresistible urge to keep reading. Examples of effective first sentences: "Losing weight is not easy." "It's you against a computer." "It's easy." "It had to happen." "Hats off to IBM."

Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide. Maintain interest throughout. The concept of the "slippery slide" is about creating such compelling copy that once a reader starts, they can't stop until they've read the entire advertisement. This is achieved through a combination of curiosity, engaging content, and a natural flow from one idea to the next. Use "seeds of curiosity." Incorporate short sentences or phrases at the end of paragraphs that hint at what's coming next. These act as hooks that pull the reader forward. Examples include: "But there's more." "So read on." "But I didn't stop there." "Let me explain." "Now here comes the good part." Structure for readability. Use short paragraphs, varied sentence lengths, and clear transitions to make your copy easy to read. Break up long blocks of text with subheadings, bullet points, or relevant images. The easier your copy is to read, the more likely readers are to continue to the end.

Human nature at play. Leverage human psychology. Effective copywriting taps into fundamental human motivations and behaviors. By understanding and applying these psychological triggers, you can create more persuasive and compelling advertisements. Key psychological triggers: Feeling of involvement or ownership Honesty and credibility Value and proof of value Greed and exclusivity Fear and urgency Hope and desire to belong Curiosity and simplicity Apply triggers appropriately. Different products or services may benefit from different psychological triggers. For example, luxury items might leverage exclusivity and desire to belong, while health products might tap into fear and hope.…