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Part 4: Keeping Readers Reading

How to build momentum into your writing

To keep your readers reading, your opening sentence, and paragraph that follows, must build on the promise offered in the headlines and titles of your content marketing articles, blog posts, and emails.

Unless your opening sentence builds on the headline's promise, readers are unlikely to continue reading.

Here are some techniques to keep your readers engaged as the move from the headline to the main part of your message:

  • Concise. Keep the opening sentence as short as possible. A short sentence promises an easy reading experience.
  • Provide a revealing detail. Describe a single, easy-to-understand detail that readers can easily relate to.
  • Tell a story. This can be an example or case study, that personalizes the information you're sharing.
  • Arouse curiosity.Perhaps begomwotj a provocative statement that arouses a "How can that be true?" response.

Each sentence has a role to play, but no sentence is as important as the opening sentence. It has to keep your readers reading.

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·  Part 3: Creating Headlines that Sell
·  Part 2: Understanding Your Readers
·  Part 1: What Is Content Marketing?
·  Welcome Virtual Representative Readers