Because it’s probably unnecessary.
Will you do something with me?
Pull up the last work email you sent (or just follow along in your head).
What’s the first line?
Is it a salutation? Like “Hey, Nate!” or something?
What’s the second line?
Is it “Hope you’re doing well!” or “Glad it's Friday!”
What’s the third line?
Whatever it is, ask yourself this question to determine if it stays or goes:
JOIN THOUSANDS OF SUBSCRIBERS
“Is this sentence necessary?”
Does it capture attention?
Does it create interest or desire?
Does it compel people to keep reading?
Even more specifically…
Does it educate? Does it somehow entertain?
Does it give the reader important context?
Does it help you make a point?
If not, delete it. It’s fluff, filler, fahhh-king unnecessary.
And learn to start writing...
In Medias Res.
In Medias Res is Latin for “in the middle of things.”
It’s a technique used by novelists, playwrights, and screenwriters to throw audiences into the middle of the action, which is a good way to immediately capture attention.
In the 8th century BC, Homer started The Odyssey In Media Res.
In 2008, Vince Gilligan started Breaking Bad In Media Res.
And today, you, a copywriter, can start an email or a landing page or a sales letter In Media Res.
You can throw your prospect into her problem immediately.
This means sacrificing the build-up and getting to the point... all in the name of hooking the reader as soon as possible.
How do you drop your reader in the middle of things?
By starting with something “necessary.”