{"id":81886,"date":"2023-02-23T15:00:57","date_gmt":"2023-02-23T20:00:57","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/how-to-write-a-blog-introduction-like-a-pro\/"},"modified":"2023-09-14T06:05:50","modified_gmt":"2023-09-14T10:05:50","slug":"how-to-write-a-blog-introduction-like-a-pro","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-write-a-blog-introduction-like-a-pro\/","title":{"rendered":"8 Steps To Write a Blog Intro Like a Pro"},"content":{"rendered":"<p>Did you know that after the headline, your blog intro is the most important factor in determining whether a visitor will actually read your article?<\/p>\n<p>In fact, the average time people spend reading a blog post is only <a href=\"https:\/\/bettermarketing.pub\/the-6-15-7-rule-behind-sticky-blog-posts-c96f422529fa\" class=\"broken_link\">15 seconds<\/a>. But if we can get them past that first 15 seconds, most readers will stay for 7 minutes (according to <em>Fast Company.<\/em>)<\/p>\n<p>Blog intros must be interesting and clearly show the value of the article ahead if you want people to keep reading. In other words, you need a hook!  <\/p>\n<p>Fortunately, there are several tried and true ways you can make sure you always hit the mark. We use these tips to train all our writers so our clients are getting the very best in the most important part of their content: the introduction!<\/p>\n<p>In this post we&#8217;re gonna show you 8 proven methods to write a blog article intro like a pro.<\/p>\n<p><strong>Quick Takeaways<\/strong><\/p>\n<ul>\n<li><em>There are specific formulas that grab readers attention.<\/em><\/li>\n<li><em>Asking questions in your blog introductions gets readers actively thinking.<\/em><\/li>\n<li><em>It\u2019s important to strike a balance between telling readers what to expect without giving everything away in the intro.<\/em><\/li>\n<li><em>Effective blog introductions emphasize the value and benefits offered by the article.<\/em><\/li>\n<\/ul>\n<h2>The PPB Formula For Awesome Blog Intros<\/h2>\n<p>We are always looking for tips, tricks and best practices for <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/write-perfect-blog-post\/\">creating the perfect blog post<\/a>.<\/p>\n<p>So a couple of years ago I received an email from Brian Dean of Backlinko describing his favorite formula for writing blog intros called &#8220;the PPB Formula.&#8221;<\/p>\n<p>I had never heard of this so I was pretty interested. The PPB Formula stands for:<\/p>\n<ul>\n<li><strong>Promise (or Preview)<\/strong><\/li>\n<li><strong>Proof<\/strong><\/li>\n<li><strong>Bridge<\/strong><\/li>\n<\/ul>\n<p>Here&#8217;s an example:<\/p>\n<ul>\n<li><strong>Promise:<\/strong> Writing good blog intros can get your readers to actually read your blogs.<\/li>\n<li><strong>(or Preview):<\/strong> Today I&#8217;m going to share with you how to write an amazing blog intro.<\/li>\n<li><strong>Proof:<\/strong> Research shows that readers who read the first 15 seconds of your article, will likely read your entire article.<\/li>\n<li><strong>Bridge:<\/strong> Let&#8217;s dive in . . .<\/li>\n<\/ul>\n<p>I like the &#8220;Promise&#8221; one a little better right? The &#8220;Preview&#8221; one seems a little bland and generic. But test them. They both work! Let&#8217;s break them down a little further.<\/p>\n<h3><strong>Preview or Promise<\/strong><\/h3>\n<p>Here\u2019s where you let your reader know EXACTLY what to expect from your content. Or the main BENEFIT of reading your article.<\/p>\n<p>That way, when someone lands on your post, they know they\u2019re in\u00a0<span class=\"il\">the<\/span> right place. Which one do you like better?<\/p>\n<h3><strong>Now Offer The Proof<\/strong><\/h3>\n<p>Here\u2019s where you show people that you know your stuff. I like to use stats or some 3rd-party credibility but your proof can be in <span class=\"il\">the<\/span>\u00a0form of:<\/p>\n<ul>\n<li>Your own personal results<\/li>\n<li>Your years of experience solving this problem<\/li>\n<li>Specific client examples<\/li>\n<li>Other forms of 3rd party credentials like stats, experts, quotes<\/li>\n<\/ul>\n<p>For example:<\/p>\n<blockquote><p>This is the approach we have used to generate tens of thousands of search rankings, 1 million readers per year, and nearly all our new clients.<\/p><\/blockquote>\n<p>  ~ From <a href=\"https:\/\/marketinginsidergroup.com\/marketing-strategy\/rank-1-get-million-website-visitors-win-new-customers-through-weekly-blog-content\/\">How We Rank #1 Get a Million Visitors (And Win All Our New Customers)<\/a><\/p>\n<h3><strong>Bridge From The Intro To The Article<\/strong><\/h3>\n<p>Here\u2019s where you transition people from your intro into\u00a0<span class=\"il\">the<\/span> body of your content. In other words: you build a bridge\u00a0<strong>from<\/strong>\u00a0your intro\u00a0<strong>to<\/strong>\u00a0<span class=\"il\">the<\/span> meat of your post. I also like to repeat the promise in some form, ideally using the main key phrase for the article:<\/p>\n<ul>\n<li>Let&#8217;s dive in . . .<\/li>\n<li>I&#8217;m going to show . . .<\/li>\n<li>You will learn . . .<\/li>\n<\/ul>\n<p>Here&#8217;s a similar &#8220;hook&#8221; methodology shared by <em>Digital Marketer<\/em> that includes &#8220;short and punchy, curiosity-laden&#8221; openings that get you to &#8220;slide&#8221; into the rest of the article:<\/p>\n<p><iframe title=\"Blogging - How To Create The Perfect Introduction To Your Blog Post\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/_fCaHY81K8U?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>8 Proven Ways to Write Amazing Blog Introductions<\/h2>\n<h3>Be Relatable<\/h3>\n<p>Most people search for <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/quality-content\/\">quality content<\/a> to help them solve a problem or accomplish something important. Maybe it\u2019s completing a challenging project at work, or organizing their homes better, or understanding a complex situation happening in the world.<\/p>\n<p>Whatever the issue at hand, you can keep readers engaged by crafting blog introductions that tell them, \u201cHey, I relate.\u201d<\/p>\n<p>Here\u2019s what we mean:<\/p>\n<p>Let\u2019s pretend a user is searching for ways to <a href=\"https:\/\/marketinginsidergroup.com\/demand-generation\/3-never-seen-before-tactics-for-website-conversion-rate-optimization\/\">drive more conversions<\/a> from their content. Rather than just diving right into the ways they should do it, you can start by saying something like: \u201cConverting customers isn\u2019t easy,\u201d or \u201cMany businesses create great content but struggle to get customers to take the next step.\u201d<\/p>\n<p>Statements like this create a connection between you and your reader because it makes them feel understood. They know they aren\u2019t the only ones experiencing this pain point. They\u2019ll also believe that because you understand the problem, you\u2019re more likely to provide a real solution.<\/p>\n<p>Research has shown that this type of <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2018\/02\/28\/pain-points#:~:text=A%20pain%20point%20is%20a,as%20your%20prospective%20customers%20themselves.\">pain point<\/a> focused content is extremely effective at keeping customers engaged, and it starts with a clear mention of it in your blog introduction.<\/p>\n<p>Some tactics you can use to uncover user pain points are doing keyword research (to see what they\u2019re searching for) and engaging with current customers to ask them directly. You can also do your own exploratory research. Here\u2019s a deeper dive into how to explore customer pain points that your products or services can solve:<\/p>\n<p><iframe title=\"How to Find Pain Points for Customers\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/il7VoheWbxw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Ask a Question<\/h3>\n<p>Asking a question is an effective way to engage people in a blog introduction because it gets them actively thinking. You can also use questions to highlight what\u2019s coming in the body of your blog post (more on why that\u2019s important coming next).<\/p>\n<p>Questions can center around your customer pain point (it\u2019s a great way to execute the previous tip) or to get the user wondering about the content you\u2019ll include in your article.<\/p>\n<p>So, to use our customer conversions example again, your question could be: \u201cAre you <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/4-content-distribution-strategies-that-make-web-traffic-soar\/\">driving traffic<\/a> to your website but struggling to convert paying customers?\u201d<\/p>\n<p>This question addresses your user\u2019s pain point in a way that makes them ponder.<\/p>\n<p>If you want to use a question to preview how your article will help, you could instead say: \u201cSo how can you drive traffic to your website and convert customers at a higher rate?\u201d<\/p>\n<p>Now your customer is more likely to keep reading because they anticipate they\u2019ll find the answer later on in your article. It\u2019s your job to make sure that it\u2019s there.<\/p>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-content-marketing\/\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-3356528 size-full\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-02-09-at-11.12.44-AM.png\" alt=\"blog post what is content marketing\" width=\"718\" height=\"710\" \/><\/a><\/p>\n<h3>Tell People What to Expect<\/h3>\n<p>Here\u2019s the thing: people want answers fast. Especially on the internet. They won\u2019t wait around until you get to the point 1,000 words later.<\/p>\n<p>Like we mentioned before, you\u2019ve got about 15 seconds to make people engaged enough that they\u2019ll keep reading. A blog introduction that leaves customers in the dark won\u2019t do it.<\/p>\n<p>I\u2019m not saying you should jam everything into the first few sentences. Instead, give the quick, high-level version of what customers will find in your article without adding all the details.<\/p>\n<p>For example: \u201cIn this article we\u2019ll cover 8 effective tactics you can use to convert paying customers with your content. Then, we\u2019ll give you specific action steps to help you implement them right away.\u201d<\/p>\n<p>Now your user knows exactly what they\u2019ll find if they choose to read on, but they\u2019ll still have to actually keep reading to get value from your article.<\/p>\n<h3>Emphasize Value<\/h3>\n<p>One of the most important things content marketers need to know is the difference between features and value\/benefits.<\/p>\n<p>Here\u2019s a simple example that demonstrates the concept:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/features-benefits-blog-header_2.jpg\" \/><\/p>\n<p>People don\u2019t care about product features unless they know how that product can help them personally. The same goes for blog articles.<\/p>\n<p>Simply listing what you\u2019re going to include in your article isn\u2019t enough. You also must emphasize <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/4-things-you-need-to-know-about-googles-helpful-content-update\/\">how the content will he helpful<\/a> for your readers.<\/p>\n<p>An easy way to do this is to talk directly to your readers. Let\u2019s revisit the previous example. We said that we\u2019ll tell our readers what to expect in the article by saying:<\/p>\n<p>\u201cIn this article we\u2019ll cover 8 effective tactics you can use to convert paying customers with your content. Then, we\u2019ll give you specific action steps to help you implement them right away.\u201d<\/p>\n<p>Notice the use of the second person. What if we had phrased this: \u201cWe\u2019ll cover 8 tactics that increase customer conversions for companies.\u201d<\/p>\n<p>OK, you might say, this still gives you the same information. While that\u2019s true, it doesn\u2019t speak directly to why it\u2019s important to me. \u201cYou can use\u201d and \u201cimplement them right away\u201d both tell our users that this content is for them, and they\u2019ll benefit from it directly.<\/p>\n<p>To be even more effective, I might drive it home with something like: \u201cSuccessfully executing these tactics will lead to higher conversions and sales that drive revenue for your brand.\u201d<\/p>\n<p>Now my reader knows that I understand their pain point, they\u2019re clear on how I\u2019ll address it in the article, and they can see exactly how it will benefit them directly.<\/p>\n<h3>Provide a Unique Perspective<\/h3>\n<p>The average Google search yields millions of results. Even the first page, where almost everyone is looking, shows 10 different results for any given query. How can you stand out among all that other content? One way is to provide a unique perspective on the topic you\u2019re covering.<\/p>\n<p>Think about it: how many times have you searched for something only to find multiple articles that pretty much say the same exact thing. Not helpful.<\/p>\n<p>You can catch your reader\u2019s attention with a blog introduction that takes a different approach. Even for topics for which there are specific right answers you need to cover, you can be unique by showcasing your brand\u2019s personality or writing with a different tone.<\/p>\n<p>You can also take a totally different stand on a topic that\u2019s grown stale or repetitive in your industry. Take, for example, the title and blog intro for one of our articles on personas, where we argue that \u201c<a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/personas-are-great-except-when-they-suck\/\">Personas are great. Except when they suck!<\/a>\u201d<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/idk-advice-1.gif\" \/><\/p>\n<p>Huh? Personas don\u2019t suck! They\u2019re the be-all and end-all of knowing your customer! Right?<\/p>\n<p>Not necessarily, and definitely not when they\u2019re done ineffectively. This article has been one of our most-read pieces, in no small part because it challenges the standard opinion on a common marketing tool brands are using.<\/p>\n<p>I don\u2019t suggest always being the contrarian, but going against the grain when it\u2019s warranted (and emphasizing it in your blog introduction) is a sure way to get people interested.<\/p>\n<h3>Don\u2019t Give Everything Away<\/h3>\n<p>Alright \u2014 here\u2019s where we need to talk about balance. So far, we\u2019ve covered that you should tell readers what to expect in your blog article. That\u2019s absolutely true.<\/p>\n<p>What you should not do is give everything away in the first few sentences. Your blog introduction should be a teaser for what\u2019s to come. If your reader can get the information they need in the intro, what would be the point of going any further?<\/p>\n<p>Let\u2019s go back one more time to our customer conversions example:<\/p>\n<p>\u201cIn this article we\u2019ll cover 8 effective tactics you can use to convert paying customers with your content. Then, we\u2019ll give you specific action steps to help you implement them right away.\u201d<\/p>\n<p>Notice that we let readers know they\u2019ll find 8 tactics, but we don\u2019t say what those tactics are. If we did, we\u2019d risk our readers going off to Google them each on their own. Instead, we tell them to read on for more information about what they are and how to use them.<\/p>\n<h3>Write The Blog Intro Last<\/h3>\n<p>This might not seem intuitive, but trust me when I say: writing your blog introduction last will save you time and make your intros better.<\/p>\n<p>You\u2019ll know if you write blogs that you can never totally predict the direction or content of an article until it\u2019s complete. Inspiration hits as you write, new ideas emerge, and your content evolves during the writing process. If you write your blog introduction before the body of your article, it\u2019s nearly a certainty that you\u2019ll have to go back and edit.<\/p>\n<p>Instead, write the article first to get a sense of your content\u2019s most important takeaways and the overall tone and message. You\u2019ll find that writing your intro will come a lot more easily.<\/p>\n<h3>Always Deliver On The Blog&#8217;s Promise<\/h3>\n<p>Last but not least \u2014 I can\u2019t emphasize this enough \u2014 always deliver on the promises you make in your blog introduction.<\/p>\n<p>There\u2019s no quicker way to lose your reader\u2019s trust than to tell them you\u2019ll give them something and then fail to deliver it. Content that is <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-builds-trust\/\">genuine and trustworthy<\/a> will get you a lot further than articles with a great hook but no follow through.<\/p>\n<p>  See Also: <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/5-blog-post-templates-to-help-you-create-remarkable-content\/\">5 Blog Post Templates to Help You Create Remarkable Content<\/a><\/p>\n<p>Did you spend 7 minutes reading this post? That translates into 1600 words but we&#8217;re cruising along here at 2143 words. Getting your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-many-words-should-a-blog-post-be\/\">blog word count<\/a> matters too!<\/p>\n<h2>Publish blog content that delivers results<\/h2>\n<p>You can publish blog content that jumpstarts your entire content strategy! At Marketing Insider Group, we have a team of writers and SEO experts who can deliver you ready-to-publish content every week for an entire year (or more!).<\/p>\n<p>Check out our <a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">Content Builder Service<\/a> or schedule a <a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">quick consultation<\/a> with me to learn more and get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that after the headline, your blog intro is the most important factor in determining whether a visitor will actually read your article? In fact, the average time people spend reading a blog post is only 15 seconds. But if we can get them past that first 15 seconds, most readers will stay [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":81892,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-81886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>8 Steps To Write a Blog Intro Like a Pro - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Your blog introduction can make or break whether users really engage with an article. 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