How to make an opening sentence better.

Keep the first sentence between 7 and 10 words.

It was back at Leagas Delaney when the idea struck me.

(Of course, like all rules, it can be broken and once you’ve dived into the copy, you can build and build and sentence length can vary.

Wildly.)

But there’s something neat about a sentence of this length.

I never knew why 7 to 10 words is good.

But this Ted Talk explains it:

John McWhorter talks TED

7 to 10 words is the average conversation’s sentence length.

The most engaging brands aren’t monoliths interested in monologues.

They’re most interesting brands are interested in you.

And that interest is shown by how they handle the conversation.