How Do I Write Strong Openings?

“The most important sentence in any article is the first one. If it doesn’t induce the reader to proceed to the second sentence, your article is dead.”

— William Zinsser, On Writing Well

Whether you are writing a major proposal, a white paper, or just a simple email, your writing should include three main parts: an opening, a middle, and a closing. Today we will look at some tips for writing an effective opening.

The opening has several important jobs in any piece of writing:

Inform Tell the reader the topic and purpose of the writing.
Draw attention Create interest and keep the reader reading.
Establish tone Let the reader know the nature of the message, whether informative or persuasive, everyday or urgent.
Preview the content In longer pieces, present an overview of the material to be covered.
Provide context Give the reader any background needed to understand the information.

Beginning with a Purpose

In most cases, you should get right to the point in your opening, expressing your main reason for writing. However, some writing situations call for different opening strategies.

If you are writing to share bad news, open with a buffer, a neutral statement like thanking the reader for past business, agreeing on a point, or expressing understanding. This type of opening softens the bad news.
If you are writing to persuade, use your opening to grab the reader’s attention and present your idea, cause, or product. Consider an interesting question, an intriguing proposition, or a strong statement in favor of your cause.

Play the Editor!

Review the two openings for this good-news response from a lender to a potential lendee. Which one is more effective? Scroll to the bottom for an answer and explanation.

Option 1

Thank you for requesting a credit account at Cottonwood Hills. We are pleased to extend you $100,000 in credit based on your strong financial condition.

Option 2

At Cottonwood Hills, we have a reputation as a leading greenhouse and florist supply company. We reviewed your request thoroughly and reached a decision. Our management team took many factors into consideration. We are agreeable to your request.

Get More Support

Check out Write for Business online for more strategies for writing strong beginnings.

Editor’s Answer: Option 1

Option 1 quickly explains the reason for writing and states a clear main point. It focuses on the reader’s needs and uses an upbeat and professional tone. Option 2 includes too much vague information and no clear specifics. It mentions a decision has been made, but readers are left in the dark about the focus and outcome of the decision.

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