“If someone really wanted the full story, they’d probably start by asking where I was born, about my terrible childhood, what my parents did for a living before I came along, and all that jazz—but honestly, I don’t feel like getting into it.” This is the unforgettable opening of J.D. Salinger’s classic novel, Catcher in the Rye, often praised as one of the greatest opening lines in American literature.
This isn’t a literature class, so we won’t be discussing Salinger, the craft of writing, or 20th-century American literary giants. This is a marketing blog, after all. However, we are going to delve into the art of writing introductions and how to craft compelling ones. While headlines receive a lot of attention, introductions often get overlooked. A captivating headline may catch a reader’s eye, but a weak introduction will make them lose interest, rendering even the most brilliant headline useless. This post explores five effective ways to begin a blog post, article, interview, white paper – any written piece, really. It’s not an exhaustive list; the possibilities for introductions are as vast as writing itself. However, some general techniques are particularly effective for marketing copy.
Introduction #1: The Quote
I chose to start this post with a quote, but not because I’m a die-hard Catcher in the Rye fan. To be honest, it’s not my favorite book (despite my admiration for Salinger’s extraordinary talent and commitment to being a hardcore recluse).
It’s the truth! Image via XXY Magazine. The main reason I chose this quote is that starting with one is an easy yet effective way to grab your reader’s attention without much effort – particularly if the quote has a negative or memorable tone, as Salinger’s (or rather, Holden Caulfield’s) does. You’re instantly intrigued even before finishing the quote, wondering about the speaker’s difficult life, the meaning of “all that David Copperfield crap,” and why they are hesitant to elaborate.
Why Is This Type of Introduction So Effective?
Before we examine its effectiveness, it’s important to note that using a quote as an introduction only works if it’s interesting. Don’t bother using a dull or predictable quote.
Seriously, don’t. Beyond the quote itself, which should be captivating, the presence of quotation marks signifies that someone actually said these words. This might seem insignificant, but it can entice readers to continue reading to discover the speaker, particularly if the quote is controversial or unconventional. Let’s say you’re writing about artificial intelligence’s impact on society. You could begin with a generic introduction about how AI and technology are revolutionizing the world, or you could let someone else make the opening statement: “With artificial intelligence, we are summoning the demon. It’s like in those stories where a guy thinks he can control a demon with a pentagram and holy water – it never ends well.”
Tesla CEO Elon Musk speaking at MIT’s AeroAstro Centennial Symposium in 2014. Image via MIT. This quote is one of many thought-provoking remarks by technologist Elon Musk about the potentially existential threat posed by AI. It might be a bit dramatic – Musk knows how to use provocative language effectively – but it’s far more engaging than most introductions I’ve seen on this topic. (It’s worth noting that I haven’t encountered this quote used as an introduction elsewhere; it’s purely for demonstration.) However, this technique might deviate from traditional journalistic norms. Proper attribution of quotes usually requires identifying the speaker after the first complete sentence. Following this rule, Musk’s quote (with additions in italics) would look like this: “With artificial intelligence, we are summoning the demon,” said Elon Musk during an interview at MIT’s AeroAstro Centennial Symposium in 2014. “It’s like in those stories where a guy thinks he can control a demon with a pentagram and holy water – it never ends well.”
Maybe avoid artificial intelligence and demonic rituals. Image via . Unfortunately, correctly identifying Elon Musk after the first sentence diminishes the impact of this introductory technique. Notice how Salinger’s opening quote from Catcher in the Rye is a single sentence? This allowed for seamless inclusion without attribution concerns, unlike Musk’s quote. When in doubt, consult your editor – they’ll appreciate it.
Introduction #2: The Statistic or Fun Fact
Did you know Alfred Hitchcock’s 1960 psychological horror masterpiece, Psycho, was the first American film to show a toilet flushing?
That feeling when the water’s scalding hot. Everyone enjoys a good trivia tidbit, even die-hard Hitchcock fans might not know this. This method is another great way to grab your reader’s attention early on. It’s also one of the most common introductions in marketing content, as it introduces the topic in an engaging way and provides readers with something memorable. However, the real power of using facts or statistics in introductions lies in their ability to evoke emotions.
Why Is This Type of Introduction So Effective?
When it comes to content, be it a short blog post or a lengthy feature article, some emotional triggers resonate more than others. The von Restorff effect, a scientific principle named after German pediatrician Hedwig von Restorff who described it in the early 1930s, states that we tend to remember unusual things better than routine ones.
Reading poorly written articles be like This relates to our survival instincts. Our brains perceive unusual things as potential threats, making them more memorable because they could be dangerous. This also explains why, even if you forget everything else from this post, you’ll likely remember the Psycho toilet-flushing fact – perfect for impressing friends at your next gathering. We use this technique frequently at nexus-security, and not just in introductions. I still remember that you’re 475 times more likely to survive a plane crash than you are to click on a banner ad – a fact from a nexus-security blog post I wrote back in 2014. While I had to look up the post’s date, the statistic itself remained vivid in my memory.
Something to ponder the next time you worry about your display conversion rates. Image via NBC Los Angeles. However, choose your facts and statistics carefully. The banner ad example is memorable not just because of the low click-through rate, but also because it’s juxtaposed with surviving a plane crash – a powerful and relatable scenario that taps into our survival instincts. Simply stating the number of Facebook daily active users won’t have the same effect. Choose your statistics as thoughtfully as you choose your quotes.
Introduction #3: The Classical Narrative
May 1940. War engulfs Europe. A squad of soldiers from the renowned Manchester Regiment approaches the village of l’Epinette in northern France. Both German and Allied forces aim to seize this strategically important village. The Manchester Regiment faces heavy fire from Nazi soldiers. They eventually manage to suppress the enemy’s fire. As German soldiers take cover behind a farmhouse’s low wall, one of them cries out. His commanding officer, assuming he’s been shot, looks over only to see a long, feathered arrow protruding from the soldier’s chest.
The legendary Captain “Mad Jack” Churchill. Image via Dirk de Klein/History of Sorts. The Nazi soldier was killed by the incredibly named John Malcolm Thorpe Fleming Churchill, better known as “Mad Captain Jack” Churchill – the only soldier documented to have carried a longbow and a claymore sword into battle during World War II. Deeply proud of his Scottish heritage, when questioned about his unusual weaponry, Churchill simply stated that “any officer who goes into action without his sword is improperly dressed.” While I’d love to share more about Mad Jack Churchill – and trust me, there are many more fascinating stories – I used this tale to demonstrate the power of using a classical narrative in introductions. This example isn’t a complete narrative; it has a beginning (the Manchester Regiment approaching l’Epinette) and rising action (Churchill killing a Nazi soldier with a bow and arrow), but lacks a proper ending. Still, you get the idea.
Why Is This Type of Introduction So Effective?
Simply put, stories resonate deeply with us because we’re hardwired for them. Beyond entertainment, stories have served humanity for centuries as cautionary tales and survival tools. Even today, with all our advancements, a well-told story remains captivating.
Original artwork by Elena Stebakova Just as a good novel hooks you from the first page, using a traditional narrative as an introduction offers the same benefits. It allows you to introduce characters – in our example, Mad Jack Churchill – before setting the stage for the dramatic escalation inherent to good stories. This grabs the reader’s attention immediately and, if done right, compels them to continue reading.
Introduction #4: The Question
If you had to choose, would you rather fight one horse-sized duck or a hundred duck-sized horses?
Image via Flipline Studios Asking questions in introductions can be incredibly effective. It presents a hypothetical scenario, encouraging readers to visualize their response and connect the material to their own experiences. You engage them from the outset, asking them to apply their judgment to the topic – in this case, battling a giant duck or an army of tiny horses.
Why Is This Type of Introduction So Effective?
Posing questions to your readers in the introduction works because it makes them consider a specific scenario. Similar to using statistics or facts, asking questions provides a memorable situation and invites readers to contemplate their stance. For instance, I’d personally choose fighting a hundred miniature horses over a single, terrifying giant duck.
Maybe? Image via TED/Ganesh Pai. However, this technique has its drawbacks. Firstly, clickbait publishers have overused it to lure people into disappointing articles with question-based headlines. Whether the question is in the headline or introduction, many people are understandably fatigued by and wary of questions in content. Secondly, there’s the issue of structure. There’s no right answer to my waterfowl combat example, making it impossible to definitively answer. This can frustrate readers, especially if they expect the article to provide an answer. This blog post about conversion rates illustrates this well. Larry asks a question in the headline and proceeds to answer and support it with data and logical reasoning. Imagine if he hadn’t answered the question – how would that make you feel as a reader?
Introduction #5: Setting the Scene
The year is 2017. The global economy has crumbled. Food, natural resources, and oil are scarce. A police state, divided into paramilitary zones, rules with an iron fist.
While this could easily describe our current geopolitical climate, it’s actually the opening of Paul Michael Glaser’s 1987 film adaptation of Stephen King’s chillingly prescient short story, The Running Man (written under King’s Richard Bachman pseudonym, for you King aficionados). This technique is called setting the scene, and it effectively draws readers into your writing. (If you’re interested, David Hogan’s 1996 action movie Barb Wire also came surprisingly close offers a speculative glimpse into a dystopian 2017.)
Why Is This Type of Introduction So Effective?
This introductory technique resembles the narrative approach, as the writer sets the stage for the piece’s content. It’s particularly impactful when dealing with emerging topics or newsworthy subjects. Editorially, it benefits writers by allowing them to establish a clear position on an issue, take a contrarian stance, and influence readers’ emotions by emphasizing specific aspects of a story. Stylistically, it can mirror narrative introductions – telling a self-contained story before transitioning into the main content – or quickly updating readers on a developing topic, as seen in many in-depth reports on Hurricane Harvey’s aftermath in Houston. These reports often framed the devastation within the broader context of disaster relief funding, proposed cuts to scientific research, and the political climate surrounding emergency management in vulnerable areas. A well-crafted introduction that sets the scene helps readers grasp the importance of your message while providing essential background information on complex issues.
Introduce Yourself
I hope you’re putting effort into creating captivating headlines for your content. By now, you should also have a deeper understanding of the value of a strong introduction. Next time you write, think of Mad Jack Churchill bravely charging into battle with his longbow and claymore like a Viking warrior – would your introduction make him proud?
5 Ways to Write an Introduction [Summary]
- Start with a quotation
- Open with a relevant stat or fun fact
- Start with a fascinating story
- Ask your readers an intriguing question
- Set the scene