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Using an Opening Hook to Grab Attention

Written by Hamish Braddick on April 1st, 2008.      0 comments

Element #2

Once you have caught the attention of your reader, through the use of a strong headline, you need to ‘hook’ your reader and pull them into the main part of your web page copy.

An opening hook should (hopefully) continue from where your headline finished, in the ‘attracting their attention’ stakes. Present a problem, or outline the benefit to your reader in more detail and in a way that they can personally ‘identify’ with. By doing this you are more likely to “strike a chord” with your reader. Why? Because you are demonstrating that you clearly understand their goals, needs and problems.

It can sometimes be appropriate to emphasise the key points or benefit expressed in the main headline. Give your reader a bit more detail. Try to include the benefits of reading this website thoroughly. If they want to explore and experience what you have to offer, it will be because you’ve given them a compelling urge to read more!

Topics: Persuasion


About Zeald

Zeald was formed in 2001 by three young guys from the small New Zealand town of Mangawhai Heads. Now, Zeald is the largest website design and digital marketing agency in New Zealand and has recently made moves into Australia. This is the Zeald story …

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