Your Opening is just about as important as your headline

Here’s why… Once you get your prospects past your first two or three paragraphs.. once you get them over that critical hill, there’s a MUCH greater chance that they’ll read your entire message.
You should spend hours writing just the opening of an ad, letter, or web page. That’s because it’s not enough just to describe what you’re selling. You need words, phrases, and questions that force your prospects to keep reading. You’ve got to make them so afraid of “missing out” that they literally can’t ignore your offer! So, once you’ve captured your prospects’ attention with a compelling headline, your task is to draw them in FURTHER with an opening that holds a death grip on them.