Do you know how to make a really good introduction? – WAU
The introduction is essential to produce content, as it is this step that will encourage the complete reading of the text. Therefore, it is important that the introduction is very well written and attractive so that the reader remains in the content until the end.
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Let’s be honest: writing is far from an easy task for everyone.
Although many people have an ability that seems natural (and it isn’t!), Most agree that the most difficult part of writing a text is getting started.
And, thinking about Content Marketing, producing texts is an almost daily task.
After all, you need to nourish your persona with relevant, well-written and coherent content so that it goes through all stages of the funnel and ultimately becomes a new customer!
In this respect, the introduction is a fundamental part of this process. After the title, she is the first contact that will (or not) lead your audience to continue reading your content.
If the introduction is bad, the reader may not continue. If it doesn’t have to do with the topic, too. If it is verbose, tiring and nothing objective, then … bye, reader.
So, let’s go in parts to facilitate the process of preparing your introductions. So, in addition to writing them without major difficulties, you will also be able to make them really engage the reader so that he continues until the end of your text.
It is important to remember that all of these considerations are worth both for written texts and for the introduction of video scripts, lectures or conversations.
The rules of conversation should obviously only take into account different contexts, but we’ll talk about that in a moment.
What is an introduction
Introduction, as the name implies, is the part of the text that introduces the subject to be treated. It may seem obvious, but in practice it is often not. Want to see?
Let’s list what is not an introduction.
- A summary of the text. After all, you want the reader to go through. If everything a person needs to know is in the introduction, why would they keep reading the text?
- A portrait of humanity. Unless your text is about the origin of human beings, you don’t have to start with “From the very beginning …”. It’s boring!
- A mere repetition of the title. The person has already read the title. She wants to know more about it.
- “Once Upon a time…” An introduction is definitely not a space for you to tell a gigantic story without context or fill sausage, unless you’re producing stories for Disney (and even Disney doesn’t use that method anymore).
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Now, let’s think about the function and what you must do in your introduction:
- Contextualize the reader: After all, from the same title you can make different approaches to a subject. Therefore, the introduction is a great place to contextualize the reader about which path you intend to follow throughout the text.
- Bring some relevant information: After all, you want that text to generate value for your reader. If not, it will go away.
- Instigate: But, as stated earlier, you don’t want him to read the introduction and be content with your text. So arouse his curiosity by leaving a question or a promise (which, of course, must be kept in the text).
- Be brief: If your introduction has 5 paragraphs of 12 lines, I will possibly not read your text. You wouldn’t read it either.
- Reveal the benefits of reading on: When reading a text, people want to know what they get out of it, or why learning about it is important. This information is great for a good introduction.
- Make text scannable: That is, allow the reader to read the introduction dynamically, and from that point on, he becomes interested in the content. This can be done by putting the most important information in bold or bringing relevant links.
You must be thinking “How am I going to do it all in a text of 2 or 3 short paragraphs? ” Calm down, there’s a way.
How to make a really good introduction
Although there is no formula for writing a good introduction (thankfully, because that would possibly make texts monotonous, mechanical and irrelevant), there are some points that should be considered when starting a text.
All text is written for someone. In our case, your persona.
So, who is your persona and what are her goals? What problem does she hope to solve by reading this content?
The problem of your persona must be highlighted in the introduction; you must show that you have the solution and that this solution will be throughout the text.
Do not forget not for a minute of your theme. If this happens, you will possibly take a trip and, when you return, the reader will be gone.
The theme is the reason why your introduction exists, so the whole text must be around it.
The tone of your text starts at the introduction, and is the language that generates the first empathy with the reader and assists in engagement.
Therefore, to avoid having to adapt the entire language of the content at the end, start by using the same pattern since the introduction.
Once again, the language has to be focused on the persona: who you speak with will determine the tone you should use.
Whether you are giving a talk, making a video for your website or writing a post for your blog, these introductions may contain the same information, but they should be passed on differently.
That is why, never ignore the speech context when writing a text.
Purpose of content
Obviously, every good text informs. However, each text has a specific objective within its context.
For example, think about the purpose of a post on your blog: do you want to take your reader to another stage of the funnel? Want to convince you that your product is a good option?
Its introduction should make it clear to the reader where he is going with reading the content.
If you do not know where you want to go before starting the text, possibly your introduction will be generic and will not generate the necessary engagement.
Just imagine a trip. The first step is to buy a ticket or take the road. If I don’t know where I’m going, the beginning of my journey will be confusing, tiring and full of holes (really).
Size of what is being produced
The shorter the text, the shorter the introduction. So if a post has 500 words and its introduction takes 250, there is something wrong with your text.
You must use the as few words as possible to introduce the subject, and this will only be possible if you are objective.
A good example
Let’s imagine a theme. You need to write a text about the advantages of the churros in the “uncle” cart on the corner.
His persona is Flávia, 26, an advertising person, passionate about sweets, but who is always in doubt between gourmet and traditional options, such as the good old “uncle” who sells churros on the corner.
To help Flávia solve her problem, you are writing a 1,000 word post. Based on all this information that will determine the progress of your text, this would be a good introduction:
“Who doesn’t love churros? After all, the idea of a warm dough, crunchy on the outside, soft on the inside and filled with a wonderful dulce de leche that runs down the ends is tempting!
But many times you wondered if you should buy the traditional ‘uncle’ churros on the corner or if you should appeal to the gourmet versions full of complements of the square foodtruck.
Therefore, we will help you to understand the various advantages of the ‘uncle’ corner cart churros – which, believe me, go far beyond price and proximity! ”
We will make a checklist to see if this introduction met all the points previously presented.
- Short text: this introduction has 93 words, less than 10% of what the text will have.
- Language: informal and direct, appropriate to the persona, to generate identification and engagement.
- Theme and objective: we don’t need to talk about 200 types of sweets; the focus is on choosing the best churros.
- Scanability: highlight the most important information, which should arouse the reader’s curiosity.
- Context: a brief explanation of what churros are, to pique the reader’s curiosity and show knowledge about the subject.
- Relevant information that instigates the reader, without delivering the gold: “Go far beyond price and proximity” – the text will take you to know information that is beyond the obvious.
Saw? It is not so difficult. If you always imagine that you are having a dialogue with the reader, it will be easier to start an introduction.
A bad example
Let’s imagine the same context, but now with a bad introduction.
“Since the beginning of humanity, people have been eating. And, among the various types of existing food, a class sharpens the palate of many and has true fans and followers: sweets.
According to the Aurélio dictionary, sweet is the generic name given to foods made with sugar and honey, primarily. Given this fact, it is known to everyone that there is a wide range of products classified as sweets, from those containing fruits and vegetables to those based on pasta, milk, eggs and derivatives.
A very famous option among the London public are the churros. Churro is a cylindrical dough of approximately 15 centimeters, fried in hot oil, covered with refined sugar and cinnamon and filled with various types of pasty sweets, the most common being the dulce de leche.
But, if the variations of flavors were not enough, there are still other determining factors when choosing a churro, such as choosing its traditional version or even the adapted version, better known as ‘gourmet’, which in addition to the filling has coverage options. So, understand what the best option is. ”
You were probably too lazy to finish reading this excerpt – if you did.
If the introduction looks like this, imagine the content? Among the various errors, the ones that deserve more attention (so that you never commit them) are:
- there is a lot of information that the reader already knows and dispenses with;
- the contextualization of the subject is done at an absurdly macro and unnecessary level (it only talks about churros in the 3rd paragraph);
- uses tiresome language and does not dialogue with the persona;
- it does not give anything new that is not already known to the reader or that is not in the title;
- does not prompt you to continue reading;
- it has no scanning elements.
You’ve probably seen an introduction like this somewhere: long, massive and unnecessary. The feeling you get when reading such a text is exactly the same as your persona would have.
That is why a well-done introduction is so important: it will determine whether or not the reader will continue to read your content.
If you fail in that aspect, in addition to losing the reader at that moment, you can negatively mark your image with him forever!
If after all these tips and the examples we have given you are still not convinced that you can write a good introduction, you have a few options.
One is to train. Some things are learned by doing and, as we said at the beginning, writing has nothing to do with gift, but rather with practice!
If you are still not convinced, another option is to hire a content manager to plan, analyze and execute the best measures, especially if you need to outsource content production.
It is essential to understand that content production is part of a larger Marketing and Sales strategy, being very powerful in attracting and converting customers. Do you want to learn other strategies to generate sales opportunities? Check out our lead generation material:
Create lots of sales opportunities!
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