7 Proven Introduction Formulas That Turn Skimmers Into Readers
Inspired by insights from Olesia Filipenko via the Content Marketing Institute
We all know the internet is a skimmer’s paradise. Most readers don’t consume entire pages - they scan, skim, and scroll. In fact, research shows they only engage with about 20% of a web page’s content.
So what’s the secret to turning a casual visitor into an engaged reader?
A knockout introduction.
A great intro doesn’t just begin the conversation - it earns you the reader’s attention, sets clear expectations, and signals, "You’re in the right place."
Here are seven intro-writing formulas, compiled by Olesia Filipenko and published by the Content Marketing Institute, that can help you write intros that actually get read.
1. APP: Agree, Promise, Preview
Perfect for SEO-driven content. This formula does three things:
Gets your reader to nod along with a shared problem.
Promises a solution.
Previews exactly what your post will cover.
Use it when you want to reassure Google and your reader that you’ve got the answer they need.
2. AIDA: Attention, Interest, Desire, Action
An old-school marketing classic that still works beautifully:
Attention: Grab it with a striking fact or opening line.
Interest: Say something fresh or intriguing.
Desire: Show the reader what they’ll gain.
Action: Prompt them to keep reading (or scroll down).
Ideal for persuasive or sales-focused writing.
3. PPB: Preview, Proof, Bridge
Brian Dean’s go-to format:
Preview what the article is about.
Offer proof (e.g., stats, credentials, experience).
Create a bridge into the body of the piece.
Great for data-rich, results-driven content.
4. SPY: Short, Pain, Yay
This one’s all about emotion and simplicity:
Start with a short hook or question.
Tap into a pain point your audience is facing.
Offer a little yay — something surprising, delightful, or unexpected.
Best for punchy blog intros that don’t rely on fluff.
5. Socratic Method
Ask two to three thought-provoking or pain-point-specific questions right up front.
Why? Because questions:
Create a natural sense of flow.
Spark curiosity.
Make the reader feel seen and understood.
Perfect for thought leadership or opinion pieces.
6. Concise + Emotional (aka Storytelling)
Start with a story — personal or fictional. Why? Because stories:
Activate emotion and memory.
Immerse readers in a relatable scenario.
Build trust and connection from the get-go.
Use this for content that needs heart, humanity, or narrative pull.
7. Scene-Setting
Paint a picture. Set the stage. Help your reader visualise the context or issue. This technique:
Sparks imagination.
Evokes curiosity.
Establishes tone and authority.
Especially useful for emerging topics, creative writing, or case-study-driven content.
These formulas aren’t about boxing you in - they’re about helping you break through. Mix, match, and make them your own. As Filipenko rightly says, the best intro is one that feels authentic to your voice, your audience, and your brand.
Read the full original article by Olesia Filipenko here:
https://contentmarketinginstitute.com/articles/intro-writing-formulas
Want help refining your own blog or content marketing strategy? Let’s chat.