This is definitely probably in the official copywriting book of tricks, but I happened upon it by accident. 

I was writing a LinkedIn post for a client one day and got to the end and realised the last line was actually the strongest. So I moved it up to the start of the post instead.

It wasn't the first time I'd done it, but the first time I realised I'd done it more than once. 

Ever wondered why writing tends to be better the further along you go? No, well, I'll tell you anyway. Think about the first few lines or paragraphs, like the warm-up before a workout. Your body is a bit stiff and uncoordinated, and it takes a little while to flex those muscles comfortably. If you reread your work, you'll notice where you start to get more loosey-goosey. 

Here's an old post of mine as an example:

Super simple and quick hey? But it can take a post up a notch.

You can extend this idea to other writing. For example, the conclusion of a blog post or article can sometimes work better as an opening paragraph. Plus, it means you can save the last couple of lines for a solid CTA. Just like when your workout instructor utters the words "let's finish this class with a bang." 

Alternatively, reread your article introduction. If you've spent more than a couple of lines trying to frame it up, can you cut some out and start when you begin giving value?

Give this a go next time you write a post, article or blog.

Photo by Ryan Gagnon on Unsplash