“Easy reading is damn hard writing,” opened chancellor Roy Williams at last week’s Wizard of Ads training seminar, ’12 Languages of The Mind.’
Never is this quote from Nigel Hawthorne (not Nathaniel Hawthorne, as it’s commonly credited to, per Williams) more apt than when you are a writer of any trade struggling to find that opening hook.
(To serve a personal example, the percentage of time I spent drafting this opening paragraph will exceed the percentage of time spent on any one remaining section of this entire post.)
SEO copywriting serves perhaps the greatest challenge when finding that hook, as we copywriters are encouraged to begin our posts with keywords as far up and to the left as possible in our titles. (This post may be a bad example, as a blog that begins with ‘SEO Copywriting’ carries the promise of inherent fascination within.)