How to write the perfect introduction: a step-by-step guide

An introduction is the first paragraph of a text: it presents the topic, explains why it matters and previews what the reader is about to find. To get it right, start with a hook (a question, a fact or a quote), set out the topic in one or two sentences and finish by saying what comes next.

John E Powers, the father of modern creative advertising, said in an interview: “The first thing is to get the reader’s attention. That means being interesting”.

Do you want to know how to write an engaging introduction for a text? And how to spark interest and keep your audience hooked so they read your posts or watch your videos?

To show you, I have analyzed the introductions that journalists from Spain’s leading newspapers and some of the most prominent marketers write for their articles:

I hope they inspire you and, above all, spark your interest!

What is an introduction?

An introduction is that first moment when you invite someone into your text and show them why it’s worth sticking around. Think of it as the front door to your content: you open it, give a warm welcome and drop a small hint of what they’ll find inside.

If you do it well, the reader will feel curious, interested or even an urgent need to know more. But if you don’t manage to hook them in those first paragraphs, you risk them leaving and never coming back.

That’s why the introduction is so important: it helps your reader get their bearings, understand what the topic is about and get excited about what comes next.

We tell you all about it at Mailrelay

How to write an introduction Step by step and easy

1) Use a quote, a bold statement or a striking idea

When writing a sales email, you can open your article with a quote, an interesting idea, a provocative statement or a controversial fact that surprises the reader and compels them to read on to find out the answer. If this quote or statement sums up the main idea of the text, it will work as an introduction to what you are going to explain.

See how journalist John Müller, in the article ‘Companies: dying at 12 years old’ published in El Mundo, uses a controversial quote to grab the reader’s attention. The statement also sums up the essence of the article.

Introduction example 1: “Companies: dying at 12 years old”

Example: “I predict one day Amazon will fail,” Jeff Bezos told his staff last week when asked about the Sears bankruptcy. Many feared he had fallen victim to the epidemic of eccentricity that has struck Elon Musk, the creator of Tesla, but no: Bezos must have a slave whispering in his ear what they used to tell the Caesars of Rome: “Remember that you are mortal.” And, above all, remember that your business is too.

2) Tell a story or a personal anecdote

Stories captivate us, they are easy to understand and they stick in our memory. That’s why storytelling is a technique widely used in marketing and in journalism too.

You can harness the power of stories to start your texts with energy. Use a story or a personal anecdote of your own. Either option will grab your reader’s attention and make you come across as more approachable.

Introduction example 2

Learn more about creating brilliant storytelling for your business here, and about emotional marketing here.

3) Describe a problem readers can see themselves in

See how Carlos Bravo, from Marketing Guerrilla, does it in this post: ‘Why your e-commerce store and mine aren’t growing as they should’.

Right after finishing breakfast, I realized something. In a short time, I’ve become complacent. For almost 2 weeks, I’ve dropped a daily routine of uploading products to marketplaces like Facebook and Wallapop. The reason is very simple. We’re getting good results through other channels, so everything we had discovered, created, established and so on before becomes less important.

Introduction example 3

To grow a business, especially an e-commerce one, you have to look for new ways to grow, but without forgetting what you already have. The hard, roll-up-your-sleeves work. Day in, day out. It’s this groundwork that builds pillars that are hard to knock down over time. If you don’t keep building them, things may go well for a while, but the risk of falling is higher.

4) Set the scene

You can set a scene that places your reader in the moment and takes them there. Or describe a context they will recognize.

In this El Mundo article, journalist Teresa Guerrero does it very well.

Introduction example 4: Teresa Guerrero

They will be seven heart-stopping minutes (or seven minutes of terror, as NASA puts it) from the moment the probe enters the Martian atmosphere at 20,000 kilometers per hour until it slows down to eight kilometers per hour so it can deploy its three legs and land at two meters per second in a region called Elysium Planitia.

5) Ask a question

The writers at Think with Google Spain offer good examples of how to start an informative piece with a question. In the article ‘Three marketing leaders explain how to stand out with six-second bumper ads’, the company’s email marketing team sent the following introduction by email.

Introduction example 5: “Three marketing leaders explain how to stand out with six-second bumper ads”

Example: Want to find out how you can capture someone’s attention in a matter of moments? Would you like us to tell you the secret behind the success of advertising videos that last just 6 seconds? To answer these questions, we spoke to three industry leaders who were involved in creating some of the most successful six-second bumper ads on the market. Here are the keys…

It’s an effective technique if it is used naturally and when the information that follows is genuinely interesting. But be careful not to overuse it, because you risk sounding like a TV shopping channel salesperson. Don’t cross the line between informing and selling.

6) Share surprising facts or statistics

Surprising your readers with striking facts or statistics can be a great way to grab their attention from the start.

By presenting surprising figures or facts, you give your audience a reason to keep reading and find out how those numbers relate to the topic you are covering.

Imagine you are writing an article about the impact of climate change on polar bears. You could start with a striking statistic like this one.

Introduction example 6

Did you know that Arctic sea ice has declined by approximately 13% per decade since 1979, according to the US National Snow and Ice Data Center? This dramatic change in the Arctic ecosystem has led to a 40% decline in the polar bear population in just three decades.

This type of introduction is effective because it combines alarming data with a specific context, giving the reader a clear idea of what the article will be about. With an email marketing service, this kind of introduction also creates a sense of urgency and concern about the topic, which prompts the reader to look for more information and understand the implications of this data.

7) Include a metaphor or an analogy

Using metaphors or analogies in your article’s introduction can be a powerful tool to help readers understand complex concepts or abstract ideas in a more accessible and concrete way.

These literary devices can also spark the reader’s imagination and make your content more memorable.

Imagine you are writing an article about the importance of teamwork in the workplace.

You could start with a creative analogy like this one.

Introduction example 7

Teamwork is like a clockwork mechanism: every part, big or small, plays a crucial role in keeping the mechanism moving. If one of the parts fails or wears out, the whole system can be affected and grind to a halt. Just like the gears of a clock, every member of a team must collaborate and work in harmony to ensure the group’s success and optimal performance.

This introduction is effective because it uses the analogy of clockwork gears to illustrate the importance of collaboration and interdependence in teamwork. By comparing an abstract concept like teamwork with a tangible, familiar object, it helps the reader easily grasp the central idea

8) Mention a prediction or a promise

Starting your article with an interesting prediction or a bold promise can be a great way to grab the reader’s attention and build expectations about what the content will cover.

It can also spark curiosity and interest in finding out how that prediction or promise will be fulfilled throughout the article.

Imagine you are writing an article about emerging trends in the world of technology.

You could start with a bold prediction like this one.

Introduction example 8

By 2030, artificial intelligence (AI) is expected to have completely transformed the way we work, communicate and interact with the world around us. In this article, we’ll explore how AI is changing our lives today and what these innovations mean for the future. We promise that, after reading this, your view of technology and its impact on society will never be the same.

This introduction is effective because it presents an intriguing prediction about the future of AI and promises to offer valuable insight into how this technology is affecting our lives. By making a clear, bold promise, it motivates the reader to keep reading to find out how that promise will be fulfilled throughout the article.

9) Create an emotional connection

Building an emotional connection with your readers in the introduction can be a powerful strategy to grab their attention and make them identify with the topic you are covering.

By sharing emotional experiences, personal stories or feelings related to the topic, you can spark the reader’s empathy and interest, which will encourage them to keep reading.

Imagine you are writing an article about the importance of mental health and self-care.

You could start with an emotional connection like this one.

Introduction example 9

Have you ever felt so overwhelmed by stress and the demands of life that it seems you just can’t keep going? We have all experienced moments when we feel trapped, hopeless and emotionally drained.

In this article, we’ll explore the ways we can look after our mental health and learn to handle these situations with more resilience and self-compassion.

This introduction is effective because it speaks to the reader’s emotions by mentioning a common experience of stress and exhaustion.

By acknowledging these feelings and showing empathy, it makes the reader feel understood and emotionally connected to the topic.

In addition, by setting out the goal of exploring self-care and resilience strategies, the article promises to provide valuable information and useful resources that can help readers face and overcome these emotional challenges in their own lives.

10) Use humor or irony

Adding humor or irony to your article’s introduction can be an effective way to grab the reader’s attention and make your content more appealing and entertaining.

Humor can lighten the tone of a serious topic or help present a different perspective on a common one, which can generate interest and keep readers hooked.

Imagine you are writing an article about how to improve productivity at work.

You could start with a touch of humor or irony like this.

Introduction example 10

We all know that “coworker” who seems to have the magical power to finish all their tasks before lunchtime, while the rest of us struggle to keep our eyes open after our third cup of coffee.

Well, it turns out it isn’t magic or superpowers, but simple tricks and techniques that anyone can learn.

In this article, we’ll reveal the secrets behind the incredible productivity of these workplace “superheroes”

20 example sentences for a text introduction

1. “Everything changed last night: here’s what you need to know.”
2. “Discover the hidden truth behind these shocking figures.”
3. “This was the moment that took the whole country by surprise.”
4. “Can you guess the reason behind this global phenomenon?”
5. “A picture is worth a thousand words: here’s the proof.”
6. “What happened today will mark a turning point.”
7. “Attention: these events could change your life in minutes.”
8. “You have to see why everyone is talking about this.”
9. “A rumor keeps growing: myth or reality?”
10. “Get ready for the most surprising story of the week.”
11. “This is what they never told you about the subject.”
12. “An unexpected decision rocks the international scene.”
13. “The silence is over: data nobody imagined comes to light.”
14. “Who would have thought it would all happen so fast?”
15. “This discovery shakes up science and leaves open questions.”
16. “The mystery deepens: researchers urgently seek answers.”
17. “When no one expected it, something unforgettable happened.”
18. “This is how the event that brought the city to a standstill unfolded.”
19. “We bring you the details of a shocking event.”
20. “Behind these closed doors lies an incredible truth.”

Text introduction: key elements

The introduction of a post, known as the lede or lead in journalism, is the most important part of the text.

As Matthew Stibbe of Articulate Marketing explains, “a good beginning invites you to a party”.

And a good beginning sets the tone of your writing and leaves the reader wanting more.

That’s why, in the lead, professional writers play their best cards, such as including interesting facts, anecdotes or a controversial statement.

Don’t forget that the goal of a good introduction is to spark the reader’s interest.

1) Bring curiosity to the introduction

“Curiosity killed the cat, but satisfaction brought it back”, my grandmother used to say as she leafed through the newspapers looking for intriguing stories.

There’s no denying that curiosity is a powerful driving force that pushes human beings to explore the unknown and unravel mysteries.

In writing, the power of curiosity in the introduction is a valuable tool for grabbing the reader’s attention and guiding them through the maze of ideas that make up an article.

As if under a spell, an introduction that sparks curiosity traps the reader in its web, leaving them eager to discover what secrets lie in the lines that follow.

To achieve this effect, the writer must use striking elements and intriguing questions that sow doubts in the reader’s mind and urge them to look for the answers in the text.

A famous example of this approach can be found in Charles Dickens’s masterpiece, “A Tale of Two Cities”.

The author opens his novel with a series of contrasts and paradoxes that spark the reader’s curiosity:

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…”.

This enigmatic, contradictory opening drives the reader to keep going to find out how these apparent inconsistencies are resolved in the plot.

The power of curiosity in the introduction lies in the writer’s ability to raise questions and expectations in the reader’s mind, using surprising elements, contrasts and riddles that awaken the desire to explore and learn.

Like a modern-day Sherlock Holmes, the reader will set off on the adventure of reading, following the clues and uncovering the mysteries the author has laid out for them.

2) Not just the introduction: hold attention throughout the text

Hooking the reader with an intriguing introduction is just the beginning of the adventure; holding their attention throughout the article is the real challenge.

Just as a conductor guides the musicians through a symphony, the writer must take the reader on a harmonious and exciting journey through the text.

Here are some strategies to achieve it:

• Clear, coherent structure: Organize your ideas logically and consistently, using well-defined subheadings and paragraphs. This will make the text easier to read and let the reader follow the line of argument without difficulty.
• Variety in the narrative: Alternate between different narrative styles, such as descriptions, dialogue, anecdotes and concrete examples. This variety will keep the reader interested and avoid monotony.
• Rhythm and flow: Pay attention to the rhythm of your writing, using phrases and sentences of different lengths. Avoid unnecessary repetition and aim for smooth transitions between ideas.
• Evocative, sensory language: Use language that appeals to the reader’s senses and emotions, creating vivid images and sensations that connect them with the narrative.
• Answer and raise questions: As you develop the article, address the questions raised in the introduction and pose new ones that motivate the reader to keep going in search of answers.
• Include surprises and unexpected twists: Defy the reader’s expectations by introducing surprising elements or plot twists that make them rethink what they thought they knew and keep them on the edge of their seat.
• Emotional connection: Build an emotional connection with the reader by sharing personal experiences, feelings or reflections that let them identify with you or with the characters in the story.
• A powerful, satisfying ending: Wrap up your article with an ending that leaves the reader reflecting, excited or inspired. A good ending will reinforce the article’s impact and make the reader remember it.

All in all, holding the reader’s attention throughout the article takes a mix of storytelling skills, evocative language and a coherent structure. Once you master these techniques, you’ll be able to take the reader on an exciting, unforgettable journey through your words.

3) An introduction and text that are coherent and connected

“An invisible common thread weaves the stories that captivate us”, a literature teacher used to say when explaining the magic behind stories that stand the test of time.

Consistency and coherence in the narrative are essential for holding the reader’s attention and giving meaning to our words.

Like a lighthouse guiding sailors, narrative coherence lets the reader step into the world we have created without getting lost in a sea of confusion and inconsistency.

Consistency refers to uniformity of style, tone and voice throughout the article.

To achieve it, the writer must stay true to their approach and keep a clear perspective, avoiding sudden shifts in style or subject.

An article that keeps changing its tone or mixes contradictory ideas can be confusing and disorienting, pushing the reader away instead of drawing them in.

Coherence, on the other hand, means that the arguments, ideas and sequences of events are connected and follow on logically from one another.

A good story must flow, with a well-defined structure that lets the reader easily understand how the different parts of the text relate to each other.

Coherence also requires the ideas presented at the start of the article to be developed and expanded on in the following paragraphs, avoiding digressions or abrupt jumps in the narrative.

Consistency and coherence in the narrative are key to holding the reader’s attention and making sure our message is understood and appreciated.

Just like a painter who carefully mixes their colors and makes harmonious brushstrokes, the writer must combine style, tone and arguments coherently and consistently, creating a work that invites the reader to dive into the world of words and get carried away by the magic of storytelling.

Final thoughts on introductions

In short, an effective introduction is the key to sparking your readers’ curiosity and guiding them through your content without them getting lost along the way.

Whether you use quotes, stories, surprising facts or an emotional appeal, what matters is hooking them from the very first second and holding that attention from start to finish with coherence and creativity.

Ready to take your introductions (and your emails) to the next level? Create your free Mailrelay account now and take advantage of sending up to 80,000 emails to 20,000 subscribers.

With the power of email marketing, your texts will go further and keep your audience truly hooked.

If you don’t have one yet, create your free account and sign up for Mailrelay!

A good introduction is only the first step: find out what copywriting is to apply the same principles to the rest of your text.

Jose Argudo

CMO at Mailrelay. Writes about email marketing, copywriting, and conversion for small businesses and entrepreneurs.

More articles by Jose · LinkedIn