Beyond Once Upon a Time: Fairy Tales arent the Only Thing Needing Catchy Openings

Once a upon a recent time in a galaxy not so far away, I received an e-newsletter that provided valuable dos and don'ts for email newsletter publication. Ah, something about this newsletter didn't pull me in to read its tales nor did I take out the sword to slash my name from the e-newsletter distribution list. Happens to all who inhabit the Kingdom of the Internet; we sign up for an e-newsletter, but rarely read what we receive. These newsletters have value and appeal to me because they address an interest, help me do my job, and / or keep me on top of developments in a hobby.

After a long day of working at the castle, I'm too fatigued to read the e-newsletter. These folks throw more stones in my already heavy email box; it's worse than Publishers Clearinghouse. How often do they send these missives? I don't know, but it seems like every other day there is something from them.

Bullheaded Marketers and Online Naivete

The other day, however, I clicked on the thing and opened it. Suddenly, the plot thickened and I caught myself heeding the call. What was different? Why did I open this newsletter when so many others had been shooed to the trash?

The subject line of the email, "Bullheaded Marketers and Online Naivete" caught my attention first. The second attention-getter was the name listed in the from field, "Online Spin." These two indicated that the content would be edgy, interesting, and even funnier than the King's fool. It hit me that I needed to spend more time composing the subject lines for my own newsletters. A subject line that doesn't reel in the reader like a tall tale makes the rest of the e-newsletter look like a waste of time.

The next noticeable thing was the MSN advertising banner, good news for email newsletters. King Microsoft, by advertising in an online newsletter has obviously realized the newsletter's merit. By advertising, they validate the marketing niche of "If Microsoft is joining exclusive knights of the newsletter round table, I probably can't afford to pass it up," mentality. For many, however, a Microsoft endorsement is a double-edged sword. Recent MSN billing shenanigans, the Microsoft court case, and the general arrogance of the company creates a negative connotation. This negativity spreads to the Web site by association.

The rest of the e-parchment looked slick and professional. Even the opinion box has a good name, Spin Board.

Anatomy of a Bad Opening

The content, however, was another tale of woe. The headlines and section headings grabbed me by my hat, but the stories failed to deliver on the promise of edgy, interesting information. The first sentence read, "Research people out there are looking under the wrong rocks." Huh? Even with the support of the headline, this sentence is vague. Even the all-powerful, all-knowing Merlin wouldn't understand this mystical language.

In scanning the story and trying to discern what it was about, I still didn't understand the article when I finished reading it. Since it didn't tell me up front what I could expect, I tossed the newsletter into the moat. Few writers gain trust the reader's trust only to lead them down a primrose path without revealing the destination. The lesson here is to tell readers what to expect before asking them to commit their time to an article.

A college creative writing instructor used to urge us to state clearly, in the first sentence if possible, what the story was going to be about. Hemingway begins Old Man and the Sea, "He was an old man who fished alone in a skiff in the Gulf Stream and he and gone eighty-four days now without taking a fish." There's no doubt that this story will be about a man trying to catch a fish. I did take away one thing from this newsletter: take extra care to develop opening sentences that bring the reader in and foretells what the rest of the tale holds.

Meryl K. Evans is the Content Maven behind meryl's notes, eNewsletter Journal, and The Remediator Security Digest. She is also a PC Today columnist and a tour guide at InformIT. She is geared to tackle your editing, writing, content, and process needs. The native Texan resides in Plano, Texas, a heartbeat north of Dallas, and doesn't wear a 10-gallon hat or cowboy boots.

---

Copywriting for the Web: Do You Have What It Takes?

In the world of web copywriters, many will try, but... Read More

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article... Read More

Copywriting 101: Exclamation Point, Friend or Foe?

My name is Ann and I'm a grammar geek. There,... Read More

How to Negotiate Rates with a Freelance Copywriting Expert

Lots of people who seek out my copywriting services are... Read More

3 Copywriting Tips - How To Edit For Mass Appeal!

Web copy that's intended to sell or generate leads needs... Read More

3 Ways to Increase Conversion Rates

In a previous article I talked about a few similarities... Read More

Calls-To-Action: Making Them Fit Makes All the Difference

It was going so well, so what happened? Many copywriters... Read More

How To Write Headlines That Grab Your Prospects Attention

It doesn't matter if you're writing an article, a newspaper... Read More

How To Find Freelance Copywriting Jobs

Your goal is to land a few nice, secure freelance... Read More

What Is Persuasive Copywriting And How Can It Help Your Business?

Persuasive copywriting is what draws the attention of prospective customers.... Read More

Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

You can turn your $200 fee to write a press... Read More

Deciding What Voice to Use in Copy

You have to choose a character or an angle that... Read More

The Formulas Freelance Copywriters Employ When Creating Web Content

What is it exactly that copywriters DO when they produce... Read More

Lapsed Donors: How to Write a Fundraising Letter That Wins Them Back

Your definition may differ, but I define a lapsed donor... Read More

Why Is FREE The Most Powerful Marketing Word You Can Use?

As the famous cowboy Will Rogers once said, "Even if... Read More

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check... Read More

Freelance Writing As A Career

Most people would love to make a living from freelance... Read More

7 Steps You MUST Take Before Writing a Word of Copy!

Copywriting ChecklistOkay, you know you have your product (or service)... Read More

3 Keys to Better Online Copywriting

Doing the copywriting for your own website without the proper... Read More

Freelance Business Writers - How To Get The Best From Your Writer

At times, it can be frustrating to find freelance business... Read More

How To Get Started With A Career In Copywriting

Careers in copywriting are booming. Could it be that the... Read More

Copywriter Rates, Getting The Facts Beforehand

Have you ever had the experience of hiring a freelance... Read More

Freelancers Can Jump-Start Your Publicity Initiative

If you find that your progress is blocked by a... Read More

A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!

Have you ever wondered how your copy sounds to your... Read More

Buy My Book for $27 and Ill Give You Bonuses Worth a Gazillion Dollars!

Subhead..How to bundle for valuable results without devaluing your productI... Read More

How to Write Profitable Ads

Regardless of how you look at it, the most important... Read More

How You Can Become A Freelance Business Plan Writer

As with any business, becoming a freelance business plan writer... Read More

Hey, Client, This Is Me! Sell With Your Writing Voice

In a crowded market, clients will be seeking personality as... Read More

Revealed: The $12,500 Copywriting Formula

Have you heard of Brian Keith Voiles? Probably not, but... Read More

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover... Read More

How Cliffhanger Paragraphs Capture Readers

About 50 years ago, movie serials kept theater crowds coming... Read More