Welcome to My Blog

Blink. Blink. Blink. It’s the dreaded cursor-on-a-blank-screen experience that all writers — amateur or professional, aspiring or experienced — know and dread. And of all times for it to occur, it seems to plague us the most when trying to write an introduction.

I mean, you already have a blog post you want to write. Can’t you just dive in and write it? Why all the pomp and circumstance with this dag-blasted introduction?

Here’s the thing — intros don’t have to be long. In fact, we prefer them to be quite quick. They also don’t have to be so difficult, but they do have to exist. They prepare the reader and provide context for the content he or she is about to read.

Let’s break down exactly how to write an introduction that’s short, effective, and relatively painless. And if you’re ever having trouble churning out those intros, come back here and re-read this formula to lift yourself out of that writing rut.

How to Write a Good Introduction: 3 Components to Consider

As a lover of all things meta, I will, of course, use this post’s introduction as an example of how to write an intro. But it contains different components that create an introduction “formula” — you can refer to that when you get stuck with your own.

1) Grab the reader’s attention.

There are a few ways to hook your reader from the start. You can be empathetic (“Don’t you hate it when…?”), or tell a story, so the reader immediately feels some emotional resonance with the piece. You could tell a joke (“Ha! This is fun. Let’s read more of this.”). You could shock the reader with a crazy fact or stat (“Whoa. That’s crazy. I must know more!”).

For this intro, I went the “empathetic” route.

Writer’s block stinks. Blank screens and taunting cursors — the worst. Who’s with me?

2) Present the reason for the post’s existence.

Your post needs to have a purpose. The purpose of this post is to address a specific problem — the pain in the butt that is writing intros. But, we have to do it, and therein lies the approach to something important: making writing introductions easier.

Just because you know the purpose of your post, doesn’t mean the reader does — not yet, anyway. It’s your job to validate your post’s importance, and give your audience a reason to keep reading.

3) Explain how the post will help address the problem.

Now that the reader is presented with a problem that he or she can relate to — and obviously wants a solution — it’s time to let the audience know what the post will provide, and quickly.

In other words, the introduction should set expectations. Take this post, for example. I don’t want the reader to dive in and expect to see a list of reasons why introductions are important. I want you to expect to read about what makes a good introduction. But if I hadn’t clarified that in the introduction, you might have expected the former. After all, be honest — did you skim over or forget the title of this post already? That’s okay. That’s why we tell the reader exactly what the post will provide, and why it’s valuable.

The underlined sentenced is a way of saying, “Keep reading.” We already established that there’s a problem — here’s how I’m going to make it easy for you to solve.

Of course, there are other valid ways to write introductions for your marketing content — don’t feel the need to follow this formula for every single piece of content, as some are more casual than others. But, this guide should help provide a solid framework to follow if you’re just getting started, or if it’s just one of those days when the words aren’t flowing.

But what are some examples of great introductions in the wild? We thought you might ask — which is why we picked out some of our favorites.

5 Introduction Paragraph Examples to Inspire You

1) “Confessions of a Google Spammer,” by Jeff Deutsch

There are a few reasons why we love this introduction. Immediately, it grabs our attention — how the heck did this guy make fifty grand every month? And just from 10 hours a week?

But unlike some spammy comments that might contain a similar sentiment, he almost immediately serves us something unexpected — he tells us not to do that.

Then, he states the true purpose of the blog — to explain why we should “never, never ever follow in [his] footsteps.” In just three sentences, this introduction has captivated us and validated the story’s existence with a looming life lesson. The takeaway? Keep it short, but powerful.

2) “Announcing the public preview of Azure Advisor,” by Shankar Sivadasan

Here’s a great example of an introduction that presents a problem and a solution to it. Sure, it’s easy to build apps on Azure, Microsoft’s cloud platform — but maybe you had some issues with its setup. Well, wouldn’t you know? Azure Advisor is here to address those challenges, and you can preview it for free.

But wait — there’s more. The introduction not only immediately presents a problem and a solution, but it concisely summarizes just how this product provides a fix. And, it explains why the text will be helpful, with the sentence, “In this blog post, we will do a quick tour of Azure Advisor and discuss how it can help optimize your Azure resources.”

That’s a best practice for brands that have made a mistake — even a small one. Technology is great, but it can come with bugs. That’s where an intro like this one can be so helpful. It acknowledges the problem, states what the brand has done to address it, and alerts the reader to continue to learn how that solution will work.

3) “Taste the Season at Sushi Sora,” by Chris Dwyer

Strong introductions aren’t just important for blogs — they’re essentially to quality editorial pieces, too. That’s why we love this introduction to an article from Destination MO, the Mandarin Oriental’s official online magazine.

Remember that thing we said about a captivating start? In addition to being empathetic or funny, visuals can be huge — not just an actual picture or video, but words that actually help the reader envision what you’re describing. This introduction does just that, with expressive phrases like, “the magical silhouette of Mount Fuji on the horizon.” Well, yeah. That does sound magical. But where can I go for such a view? None other than the “Mandarin Oriental, Tokyo,” the author tells me, especially “from the sushi counter at Sushi Sora.”

Here’s the thing about this intro — it gives the reader something to aspire to. We’ve briefly discussed aspirational marketing before, but this instance is one where it can be used in a brief introduction. After reading this first paragraph, I want to go to Tokyo. And when I’m there, I want to stay at the Mandarin Oriental. Then, I want to take in the views from its high-end sushi restaurant.

With just two sentences, I’ve gone from reading an article with my morning coffee, to fantasizing about a thousand-dollar vacation. So whenever possible, use your introduction to paint a picture, and to help your reader dream.

4) “The Secret Club of Admitting You Suck,” by Janessa Lantz

Let’s read through this introduction from ReadThink together.

I know. I know! I once moved very far away to escape my own failure, too! But I couldn’t admit at the time that I sucked, either! Wow. Janessa Lantz really gets me.

See that? That, right there, is a resounding example of how empathy makes a profound introduction. But how did the story end? Did they buy the house? Did she admit that she sucked? Does she still suck? (Spoiler alert: I work with Janessa and can say, with great confidence, that she is far from sucking.)

The point is, I wanted to keep reading for two reasons — first, I related to the author. Second, it was just plain interesting, and it left me with a cliffhanger. It’s okay to tease your readers. Just make sure you ultimately give them what they’re seeking.

5) “Be a responsible tourist: a PSA from the U.S. Fish and Wildlife Service,” by Out of the Blue

I’ll admit it — I’m a sucker for a good travel blog, which is why JetBlue’s official blog appeals to me. But at the same time, I also geek out for almost anything that promotes sustainability. In this piece, those worlds collide.

What makes this introduction work? Honestly, it’s scary. “Decline” and “extinction” are strong words, and absolutely present a problem. But research shows that we’re actually more inclined to keep reading bad news — in fact, a few years ago, our media consumption habits suggested that we prefer it.

But it’s not all bad — and JetBlue quickly turns around a potentially devastating situation with the language of this introduction. And, it includes the reader, by inviting travelers to be part of the solution, but joining the brand in its promotion of responsible tourism.

That’s another formula for presenting bad news to your audience, especially if you’re not the one causing it and you have a solution. Scary information + how you’re helping + how the reader can do his or her part = compelling intro.

Let’s Start

Feeling inspired? Good. Next time you find yourself face-to-face with the dreaded blinking cursor, use these resources and compelling examples to find motivation.

How do you write a good intro, and what are some of your favorite examples? Let us know in the comments.

Editor’s Note: This post was originally published in September 2013 and has been updated and for freshness, accuracy, and comprehensiveness.

 

“I had a bad day.”

How often do you find yourself saying that? Once? Twice? Several times throughout the day?

If it’s more than once each week, you’ve got company — 29% of people say that they have at least two bad days at work every week. 

Well, shoot. That’s not good. I mean, I can understand having a “bad day” after you’ve spilled coffee all over your new jeans, or got a wicked papercut. But that same study says that these bad days go beyond little accidents — they’re caused by factors like negative co-workers, a lack of recognition, or generally poor work-life balance.

This stuff has got to stop.

But what is a person to do? It turns out, it’s possible to turn around a bad day — and, some might say, kind of easy with the right kind of approach. And luckily, the folks at Headway Capital put together this nifty infographic that shows you all the ways to do just that. So go ahead — turn that frown upside down. Today doesn’t have to be bad.

The days are getting shorter, the air is getting colder, and the airwaves are awash with holiday spirit (and sales!). 

This month’s ad roundup includes some top picks from the first wave of holiday ads, but there were also plenty of non-holiday gems for those of us that would prefer to keep the pine trees and snowflakes at bay for another few weeks.

Read on to get the scoop on the most sentimental, adorable, and unexpectedly funny ad campaigns from the past month.

1) Temptations

In this clever ad for a brand of cat treats, agency adam&eveDDB created the perfect holiday wonderland — complete with sparkling trees, a Christmas roast, and even an electric train set. Then they invited 22 cats to rip it all to shreds in spectacular fashion.

“The internet is full of cats being cute and fluffy, but in reality cats are incredibly mischievous,” client marketing director Denise Truelove said to AdWeek. “That tension led to something quite fun in this Temptations holiday video and campaign.”

Unsurprisingly, the cat actors weren’t super easy to work with. It took three weeks for handlers to train the feline hoard for their dramatic entrance and exit, and three days to collect shots of them gleefully destroying the set. 

2) Georgetown Optician

In this bizarre but undeniably charming spot for eyewear retailer Georgetown Optician, a family of oddball opticians (inspired by the company’s real founding family) visit their formidable matriarch, Grandma Ida, at her lavish Gothic residence.

When the family’s heirloom pair of glasses suddenly goes missing, a fantastic whodunnit ensues, complete with a pack of evidence-sniffing hounds and plenty of surreptitious sideways glances from the quirky cast.

The meticulously designed ad was produced by DC-based agency Design Army, whose nearly obsessive attention to detail pays off. The Wes Anderson-style characters, wacky, well-paced plot, and wonderfully exaggerated narration combine to create one of the most delightfully unique ads we’ve seen in a while.

3) Organic Valley

This ad from the folks at Tennessee-based agency Humanaut combines two great things: deadpan humor and butter.

When a June 2014 cover of TIME Magazine declared “Eat Butter,” the farmers at Organic Valley rejoiced — their time to shine had finally come. This cheeky spot chronicles the end of the “war on butter,” interviewing farmers about how they’ve cultivated better organic butter over the years when consumers shunned the “rich, creamy semi-solid gold.”

Organic Valley and Humanaut are no strangers to producing quick-witted campaigns. Back in May 2016, the pair parodied artisanal coffee shops by selling $2 shots of half-and-half coffee creamer. The stunt was number eight on our list of creative branded pop-up shops.

4) Les Sauveteurs en Mer (National Maritime Rescue Organization)

Have you ever heard the folktales about beautiful mermaids luring unsuspecting sailors to their death? This animated ad for France’s National Maritime Rescue Organization offers an imaginative spin on the classic legend, inviting us into the mind of a lovesick mermaid. When she spots a drowning sailor, her mind runs wild. 

As the mermaid imagines the perfect life she’ll share with the sailor, she leaves out one crucial detail: He can’t breathe underwater. Luckily for the sailor, he’s wearing a life jacket.

French agency Publicis Conseil worked with a team of graphic designers and 3D animators to create the mermaid’s whimsical underwater world.

5) Ketel One

Agency Barton F. Graf is known for their endearingly unusual campaigns, and their latest spot for Ketel One Vodka is no exception.

In their quest for absolute perfection, the Vodka connoisseurs at Ketel One have a complicated, multi-step approval process in place. It starts with a signature from a member of the distillery’s founding family, and ends with an identity theft expert interrogating the company’s real-life chairman, Carl Nolet Sr.

6) Heathrow Airport

If you’re in need of some warm and fuzzy feelings this holiday season, look no further than this pair of traveling teddy bears. Havas London produced this Heathrow Airport ad, which follows a couple of elderly teddies as they traverse the terminals of the massive British airport, from landing to baggage claim.

When the bears finally meet their family at the arrivals area, they’re magically transformed into real human grandparents. The biggest miracle though is making a journey through the airport look like a whimsical adventure.

7) John Lewis

A roundup of November’s best ads wouldn’t be complete without a much-deserved shoutout to John Lewis. The UK department store just dropped their much-anticipated follow-up to the Cannes Lion-winning “Monty’s Christmas,” and it’s already gained over 17 million views on YouTube since its release on November 9th.

Produced by adam&eveDDB, the ad begins with a dad setting up a trampoline on Christmas Eve for his daughter. After he retires for the evening, a curious parade of suburban critters discover the trampoline, and proceed to have the time of their lives. The only one left out of the fun is the family dog, but — as you’ll see in the spot — he eventually gets his chance join in on the fun. 

8) Poo-Pourri

If you don’t appreciate a good poop joke, stop reading now. Toilet deodorizing company Poo-Pourri released an extended ad that chronicles the evolution of bathroom decorum, lamenting the pungent unpleasantries our ancestors must have endured without Poo-Pourri to mask the smell of, ehem, “Zeus’ thunder.”

Poo-Pourri’s in-house marketing team created the ad as part of their ongoing campaign featuring Scottish actress Bethany Woodruff. If nothing else, the ad gets major points for coming up with some creative euphemisms for going number two. Our middle school selves are very impressed.

9) Alibaba

To remind consumers that they sell thousands of popular brands online, retail giant Alibaba worked with FRED & FARID Shanghai to cram 21 famous slogans into a single ad.

It would be a stretch to say the end result has any narrative, but their use of so many taglines to construct a form of super-ad is inventive and fun to watch. AgencySpy wrote up a transcript of each slogan if you have trouble catching them all in the ad.

10) Lexus

Kids get to ask Santa Claus for presents every year — but where does that leave parents? This ad promoting Lexus’ December sales event finds two mischievous parents cheating the system by forging a note to Santa in their young son’s handwriting. Anxiously scrawling the note out in crayon, they ask Mr. Claus for — what else? — a brand new Lexus.

Produced by agency Team One, the piece is part of a light-hearted series depicting parents asking Santa for Lexus.

Want to see more great ads? Check out 10 of the best ads from October here. If you’ve seen any great ads lately, let us know in the comments or tweet us at @HubSpotAgencies.