In this column, lead often refers to potential customers, but the introductory text that appears before an email newsletter or column is also called a lead.
The part you are looking at right now is also a lead sentence.
This time, we will explain how to write lead sentences that will capture the interest of prospective customers and encourage them to take the actions we expect, such as making inquiries, downloading materials, and applying for seminars.
What is a lead sentence?
A lead sentence is a text that appears at the beginning of an email or column, or on an application screen for a downloadable material or seminar, that describes what the content wants to convey, raises a problem, and provides information that is the premise of the content. refers to
When a potential customer looks at the title of a page or email title in the search results list and clicks on it, the first sentence that a potential customer reads is the lead sentence, and it is here that they decide whether to take further action, such as reading or downloading.
The lead sentence is a test of the writer’s skill in order to pique the reader’s interest and get them to take action.
Benefits and effects of lead sentences
The lead sentence has the role of connecting the title and the content (the main text for columns, the white paper for downloadable materials).
If a column does not have a lead sentence, the reader will start reading without seeing the overall content or goal of the column, and will abandon the column midway through.
In other words, the lead sentence acts as an icebreaker and shortens the distance between you and the reader.
The lead text gives readers a sense of whether the content is likely to solve their company or their own problems, and whether it contains useful information, which can raise their expectations for the content.
Lead text is also effective for SEO.
Crawlers that roam the site cannot collect all of the content, but the general content can be determined by crawling lead sentences.
By including search keywords in the lead text so that you can understand the content just by reading the lead text, you can expect effective SEO measures.
How to write a lead sentence
We will introduce the key points of the lead text that we recommend when posting downloadable materials or seminars on HR Pro. Please use this as a reference.
◆Clarify the target
HR professionals are targeted at human resources personnel, but even the same human resources personnel may have different issues in recruitment, education and training, and labor affairs, and even within the same field, each company has different issues. Therefore, we will clarify specifically what kind of problems and challenges it will benefit those who have it.
◆Clearly outline and key points
It is important for the lead sentence to give a simple idea of what kind of materials or seminar it is about.
◆Don’t show everything! show a little
Solving the problem by reading the lead text is putting the cart before the horse. I try to show them a little bit of the content and key points so that they want to know more.
You can download templates that can be used when actually posting content in HR Pro.
Please take advantage of this opportunity.
▶ [Useful materials]
◆Summary
◆The lead sentence is the first sentence read in the content, and it tests the writer’s skill in determining whether the potential customer will take action such as reading or downloading the content.
◆The effects and benefits of lead sentences include not only reducing the distance between you and the reader and raising expectations, but also being effective as an SEO measure.
◆The key points for lead sentences are to “clarify the target,” “state the outline and key points,” and “don’t show everything! Show a little.”