How Do I Write Strong Openings?

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—Bite-sized advice for better business writing—

February 13, 2019 

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.
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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.

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Get More Support

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

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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.