5 Things You Should Include In *Every* Introduction
The SPEAR intro framework
Have you ever started reading a blog post only to get bored and click away?
Yeah, me too.
As bloggers, it’s our job to make sure that doesn’t happen.
You need to hook readers from the absolute beginning and keep them engaged until the end. But how do you do that?
One way is to use the SPEAR intro framework.
I stumbled across this term in a YouTube video interview with a blogger known as Jamie I.F. SPEAR is an acronym (where each letter stands for something).
As a full-time blogger, I’ve been testing SPEAR on my portfolio of sites.
In this article, I’m going to completely explain how you can use the SPEAR intro framework to keep your readers fully engaged.
S = Search Intent
The first thing you need to do is figure out what people are searching for when they come across your article or blog post.
What problem are they trying to solve? What question are they trying to answer?
Answering these questions will help you figure out the search intent behind why people are reading your article in the first place. Once you know that, you can craft an introduction that speaks directly to their needs.
For example, let’s say you’re writing a blog post about how to start a business.
People who are searching for that topic are likely looking for answers to questions like, “What do I need to do to start a business?” or “What are the first steps I need to take?”
Your introduction should address those questions and provide the information they’re looking for.
P = Pain Points
The second thing to address in your introduction is pain points.
What problems does your reader have that they’re hoping to solve by reading your article?
Addressing pain points right off the bat will show readers that you understand their challenges and that you have something valuable to offer them.
Here’s a concrete example:
Let’s say you’re writing a blog post about social media marketing. Your reader’s pain points might be that they don’t know how to get started with social media marketing, or they’re not sure which platform is right for their business.
Addressing those pain points in your introduction will let readers know that you have something valuable to offer.
If you’re not sure what you’re reader’s pain points are, check this list:
- Too expensive/no money
- Not enough time/Busy
- Too complicated/lack of understanding
- Success is slow/reaching the goal takes so long
- Too hard
E = Expertise
The third element of a strong introduction is expertise.
Why should readers listen to you? What makes you an expert on this topic? Providing evidence of your expertise will help build trust with readers and show them that you’re worth listening to.
You don’t want to brag.
Instead, you can mention something like, “I’ve been managing social media accounts for businesses for five years,” or, “I’ve helped businesses grow their online following by X percent.”
A = Audience
The fourth thing to consider when writing your introduction is the audience.
Who are you writing for?
Keep your target audience in mind when crafting your introduction so that you can speak directly to their needs.
You want your reader to think, Damn, he talking to ME!
In practice, this translates to knowing the way your audience speaks, the terminology they use, the thoughts they have, the feelings they feel, and how to align with their deepest values, goals, and fears.
You might begin your article with, “As a busy professional, it can be tough to find time to stay up-to-date on the latest social media trends.”
Or, “If you’re like most small business owners, you’re always looking for ways to get more eyes on your product or service.”
R = Rapport
The fifth and final element of a strong introduction is rapport.
This is all about building a relationship with your reader.
When readers feel like you understand them, they’re more likely to trust and engage with what you have to say.
There are many ways to build rapport in writing:
- Mentioning a flaw
- Telling a personal story
- Describing a time that you failed
- Expressing raw emotion
- Being vulnerable
Here are some examples:
“I know what it’s like to feel overwhelmed by social media,”
“I’ve been there, staring at my blank screen, wondering what the hell I’m supposed to say.”
“I know how it feels when you’re just starting out and everyone else seems to be so far ahead.”
“I remember when I first started my business, I had no idea what I was doing.”
“Social media can be tough, but I promise you, it doesn’t have to be.”
Summary of Takeaways
Here is a summary breakdown of the SPEAR acronym:
S= Search Intent
P = Pain Points
E = Expertise
A = Audience
R = Rapport
Final Thoughts
By keeping these five elements in mind, you can write introductions that will hook readers and keep them engaged until the very end.
And, ultimately, that’s the goal of every article.
Read my full playlist of articles about how to write titles.
