Your opening paragraph should follow on seamlessly from your headline, developing your reader’s attention into a real ‘interest’ in your product.
To do this? You guessed it, you need more benefits.
In fact, the early stages of your sales copy should be loaded with benefits; more so than the latter part of your copy.
The reason for this is simple. Once you have the reader’s emotional interest via copious mention of your product’s benefits and the use of emotional language (remember the ‘power’ words), you can later work on helping the reader to rationalise their potential purchase.
This is the order in which the reader psychologically moves through their purchase decision. Make it easy for them.
Right now would be a good time to re-affirm the distinction between features and benefits. The best way to do this is to give an example.
Broadband
Feature: The computer has broadband connectivity
Advantage: More than 100X faster than dial-up
Benefit: Stream videos and listen to your favourite music with faster web browsing and downloads
Your focus should be on the benefits of your product.
Bear in mind the acronym WIFM (what’s in it for me) whilst writing your copy because that is what the reader will be asking.
Tell your reader what your product does for them, not what you are selling.
Once you have written your opening paragraph, read back over it in role-play through the eyes of a member of your target audience to see how it reads from their perspective.
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