Hey—Matt here.
I'm so grateful to be writing to you today from the Porsche lounge in midtown Manhattan...
Because that means you'll get to see the lucrative information I've curated for you in Today's Edition, like:
- This one line of copy that can literally skyrocket your conversion rates
- 9 reasons why emails go to spam in 2024 (and how to avoid them)
- A product launch that made 29k with a small email list (plus actionable takeaways that could make you much more than that)
- And more...
By the way, this email may get clipped in Gmail. In case it does, you can read the browser version here.
Recommended Links:
-
9 Reasons why your Emails are going to Spam in 2024
(Link)
- How to write high-converting email copy in 15 minutes (Link)
- How to write high-converting emails in 47 seconds (Link)
-
lessons from a launch that did 29k in sales (Link)
-
Increase Earnings Per Subscriber (EPS) With This 1 Traffic Source (Link)
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Today's Deep Dive:
This One Line of Copy Will Skyrocket Your Conversions
(read below to learn how you can perfect this one line of copy to achieve better conversion rates today.)
1. Introduction
Great opening lines can transform the conversion rates on virtually any piece of copy you write…
That’s probably why David Deutsch, one of the greatest copywriters of all time, always says, “Your first line needs to be your best line.”
And he's not the only one either:
I've seen from testing that a really good opening line can drastically boost the conversion rate of an email, an ad, and even sales letters & VSLs.
It's the ONE thing that gets someone to continue reading past your headline or subject line…
It's what gets people to READ vs. "skim"...
And when people READ instead of skim…
That means they take a more “logical” flow through your sales message…
Which ultimately leads to much higher conversions.
So let’s jump into how you can write better first lines today.
2. The Common Mistake: Throat Clearing
"Throat clearing" is the biggest mistake I see in first lines.
Even seasoned copywriters do this…
Instead of getting to the hard-hitting line right away, they’ll use weak sentences to build up to it.
The difference between an email that grabs you at the first line vs. one that doesn't until the fifth line is huge.
For example, compare these two opening lines from health copy:
- Weak: "We all know it’s true... The food we eat has a big impact on our health."
- Strong: "Brand new research from a group of Harvard scientists just might hold the key to looking & feeling 10-15 years younger."
See the difference? The weak opening line doesn’t grab you. It’s generic and uninteresting.
But the strong opening line? It hooks you right away with something specific and intriguing.
You may even notice in my introduction of this article, I did something similar…
I originally was gonna start with, “David Deutsch says your first line needs to be the best one.” But that didn’t relate back to you…
So instead, I gave you the benefit, stating how the first line transforms ANY piece of copy you write…
And then, I backed it up with a piece of proof immediately after (using David Deutsche). That ultimately made it more compelling and relevant to you as well. And it’s probably why you’re still reading this now.
3. Examples of Weak vs. Strong Opening Lines
Here are a few examples of weak first lines vs. strong ones to further illustrate this concept.
Health Copy Example:
Weak Example:
"We all know it’s true... The food we eat has a big impact on our health..."
Strong Example:
"Brand new research from a group of Harvard scientists just might hold the key to looking & feeling 10-15 years younger than you actually are."
Make Money Online Example:
Weak Example:
"LAZY? It works… So You Don’t Have to!"
Strong Example:
"Jeff Reed has always been a bit of a slacker, yet he made $137,000 last year working from home.
Lee Muller has a similar story. He barely finished high school and later failed out of Crenshaw Community College (which is almost impossible to do)...
Yet Lee was able to make $71,800 last year without a 'real job.”
Contrarian Angle Example:
Weak Example:
"Have you ever thought about why gurus tell you that you need to have a big following?"
Strong Example:
"Hey it’s Sam Ovens here, and I am not an author, speaker, or investor.
In fact, I have:
0 Lamborghinis
0 Jets
0 Rented Mansions
0 Stages Spoken On
0 Social Media Presence
0 Bitcoins Owned
0 Side Hustles
0 Books Authored
0 Degrees
0 Motivational Videos
0 Slick Hair Cuts
0 3-Piece Suits.
Zero.
Here’s what I do have..."
Again, notice the differences here?
4. Key Characteristics of Winning Opening Lines
- Curiosity: Use incomplete information to create intrigue.
- Specificity: Be clear and precise to engage the reader.
- Contrarian Angle: Stand out by saying something unexpected or different from the norm.
By now, I’m sure you can both SEE and FEEL the difference between weak and strong opening lines.
But, perhaps you’re still wondering what exactly makes a winning opening line?
Well, there are three key characteristics:
Curiosity: Use incomplete information to create intrigue.
- Curiosity drives readers to continue because they want to know more. When you give just enough information to pique interest, it leaves them wanting to read further.
- Example: "Brand new research from a group of Harvard scientists just might hold the key to looking & feeling 10-15 years younger." This line teases groundbreaking information without giving away the details, making the reader eager to learn more.
Specificity: Be clear and precise to engage the reader.
- Specific details make your opening line stronger and more believable. They add credibility and draw readers in with concrete information.
- Example: "Jeff Reed has always been a bit of a slacker, yet he made $137,000 last year working from home." By giving a specific name and amount, this line captures attention and sets up a compelling story.
Contrarian Angle: Stand out by saying something unexpected or different from the norm.
- Taking a contrarian approach can immediately grab attention because it challenges the reader’s expectations. It makes them curious about how and why your perspective is different.
- Example: "Hey it’s Sam Ovens here, and I am not an author, speaker, or investor. In fact, I have: 0 Lamborghinis, 0 Jets, 0 Rented Mansions..." This approach defies the typical boastful introductions, making it refreshing and intriguing.
5. Practical Tips for Crafting Your Own Opening Lines
Now that we know what makes a great opening line, let's talk about how you can craft your own.
Avoid throat clearing; get to the point immediately.
- Start with the main point or a compelling statement. Don’t waste time with unnecessary introductions.
Use curiosity to create intrigue.
- Give just enough information to make the reader want to know more. Tease the content without giving it all away.
Be specific and clear to engage the reader.
- Use precise details to add credibility and make your opening line more interesting.
Consider using a contrarian angle to stand out from the crowd.
- Challenge common beliefs or expectations. This can grab attention and make your content more memorable.
Test different opening lines to see which performs best.
- Always be testing. Try different approaches to see what resonates most with your audience.
These practical tips will help you write opening lines that not only grab attention but also drive higher conversions. Start applying them today and watch your engagement soar.
6. Conclusion
Congratulations! Today, you’ve learned how powerful strong opening lines are, and why they’re essential for capturing your audience’s attention & boosting your conversions.
Now, take a moment to review and revise your own opening lines using what you’ve learned today.
Whether it’s eliminating throat clearing and getting straight to the point. Or using curiosity, specificity, and contrarian angles to make your openings stand out…
You now have the knowledge & tools you need to succeed.
Don’t just take this information and do nothing with it though, because it really can change your life…
In fact, now’s a great time to challenge yourself:
While this information is still fresh, go ahead and rewrite the first line of your latest email or ad using the tips we’ve covered today.
Or if you would like some help, or to have someone implement all of this for you, so you can reap all of the benefits of better first lines without lifting a single finger, simply follow the link below:
Click here if you would like to get all the benefits of having a better first line, without lifting a single finger.
Talk soon,
Matt Hommel