I don’t know how many times I have said that to copywriters when I look at their final drafts. Maybe 100 times. Probably more.
I get to see a lot of first drafts and final drafts. People ask for my feedback. And in 90% of cases I say, “The opening is weak.”
A very few copywriters write terrific leads or openings. Most do a mediocre job. Some copywriters, while doing a great job on every other aspect of a sales message, write a horrible first few sentences.
This is a problem, because if your first few sentences are weak, most of your readers will toss your sales letter or hit the back button before they even get to the good stuff.
So why does this happen? Why do copywriters have so much trouble with those first few sentences?