5 best ways to write an introduction that stands out

From school we got used to the fact that the introduction is such a watery preface, a verbal entertaining. First, you need to wetly indicate your presence, outline the topic – and only then move on to the essence. As a result, articles appear with introductions like:

As you know, people have ordered food since ancient times. However, there are questions to the ordering process itself that are difficult to find answers to – both now and in the near future. Nevertheless…

There is only one problem with this introduction – no one will read the article, no matter how good it is. Because the introduction is not just some letters at the beginning of the article, which are written out of habit from school, but a valuable tool. It solves two important tasks:

  1. Quickly show the reader what the article will be all about (answer the questions: “What is it about? Why will it be useful for me?”).
  2. To inspire confidence in the author and his article (answer the questions: “Who wrote this? Why can I believe this?”).

A good introduction should solve at least one of the problems, but better – both at once. Here are five ways to do this.

Write a good headline

A good headline will easily tell you about the essence of the article (I think this very article proves the viability of this approach).

If the technical capabilities of the layout allow, you can use the construction: “Zag – subplot” with a  transitive heading and a naming subtitle, for example:

Straight to the point

Five ways to write an introduction to any article so as not to lose readers at the very beginning of the text

In this case, you can do without the introduction at all.

Tell in one sentence what it is about

This method is suitable in 90% of cases and easily solves the first problem of the introduction. It is arranged simply:

In this article, we’ll show you how to write a good introduction to an article in five ways, from easy to complex.

In this case, you can do without the introduction at all.

Rely on an expert

If you are lucky and have an expert – feel free to rely on his expertise. People especially trust those who have scientific knowledge in the field, or those who have been doing their business for a very long time.

Expertise is often traded in false advertising. As a child, I listened to the news a lot on the wire radio with my grandmother and often met such dialogues:

– Hello, with you the program “Old age in joy”. And today our guest is Viktor Petrov, professor at the European Institute of Health. Hello Victor!

– Good day. I would like to immediately advise our listeners to drink “Nestarin”. He helps…

Ordinary wire radio listeners are old people. They are used to trusting scientists, as well as those who mimic them. It is not good to deceive old people, but the method is useful.

I usually rely on an expert like this:

In this article, we’ll show you how to write a good introduction to an article in five ways, from easy to complex. For advice, we turned to Sergey Korol, content director at Yandex and editor with 16 years of experience.

Leverage context

This introduction is well suited for an article that is published on a hot topic (for example, tied to a news feed).

On July 1, Russia was officially banned from publishing articles with bad introductions. We will tell you how to start the article correctly so that the reader does not suffer. And you too.

Contextual articles are well received because they tickle a person’s unwillingness to miss out on something important that concerns him personally. Therefore, sometimes you can find context or indirectly associate yourself with the news – for example, like this:

The number of editors’ vacancies is growing – according to hh.ru, by 20-25% per year. One of the main differences between a good editor and a bad one is the ability to write text, which from the first lines shows the benefits and importance for the reader. Therefore, together with Sergey Korol, eda …

Create a story

This is the hardest, but one of the most powerful, editorial introductions. You can literally tell a short story in a “hero arch” format in just a couple of paragraphs. Here is one of my favorite examples in Tinkoff Journal.

Screenshot: courtesy of Sergey Korol

History format introduction:

  • reads lively and cheerfully;
  • allows you to synchronize the author and the reader (the reader thinks: “Oh! Yes! This is right about me, I myself am the same!”);
  • creates a reader’s attachment to the author from just a couple of lines.

It is difficult to create such an introduction. I will talk about how micro-copys works in my next articles… 🙂

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