We are now in mid-December, and I am going to slow down the pace ahead of the Christmas holidays.
I still have some work for a couple of fantastic female businesses.
Then, send the gifts to my fantastic customers (this year, I prepared something extraordinary!).
Complete the planning 2020 and buy something fantastic, after which it will be a vacation for 3 weeks … yeah!
But, of course, before shifting the focus to decorations, Christmas plates, and suitcases for the New Year in Italy, I could not write a post on how to build compelling storytelling.
An element of writing
In every narrative that works, the incipit has crucial importance.
Since the time of Aristotle, the opening of a text has been recognized as fundamental. In his rhetoric work, in fact, Aristotle identifies the four phases of a persuasive discourse:
The exordium is the attempt to captivate the audience with ornaments, or with a technique that appeals to them and persuades them to continue reading.
Here are eight tips for writing an auspicious beginning:
Tell your reader what he/she will take home
why do I have to read your post, your page, your newsletter? In a nutshell: what do I gain? Make this clear, and you will have already done a good part of the job.
Tell your reader what he/she will feel
Can the previous point be displayed in such a way as to make your customers understand not only the technical advantage but also the emotional one?
Saying “Today we prepare the chocolate cake together” is much less impactful than:
“Try this fantastic chocolate cake that will make you enjoy the purest pleasure, wrapped in the scent of cocoa and childhood memories.”
Trust makes you sell
Start with something your reader already knows, use something tangible that he knows to be true. An example? “As I explained to you many times..“.
Use psychological connectors
“As you well know …” “what would happen if …”, “and while you receive this information …”, “you have already noticed that …“, “as you approach the end of this post/lesson / etc …), “would not be extraordinary if …“
Ask yourself what your client cares about and what he/she has in mind
knowing your customers is also essential for building a good start.
If your biggest problem is to find the high-hydration and non-greasy face cream, you will have to write your product page by addressing these issues in the beginning.
Make a simple but intriguing statement
The best example of this incipit is that of Fahrenheit 451: “It was a joy to set fire.” What fire? To burn what? The wood in the fireplace? Rome? A wood? People? What can we expect? Anyone who wants to read what happens next!
A sentence alone on one page
I will never repeat enough how important it is to space the paragraphs and use the graphic elements to give dynamism to a text. Putting the beginning on its own, perhaps summarized in a single short sentence detached from the rest, is a tactic of significant impact.
Graph some words
I am not just talking about SEO, we are also talking about a clear visual impact. If there are keywords, highlight, underline, use bold to encourage the reader to memorize them, turning them into magnets.