Your hook first sentence should be 25-40 words maximum for journalism, under 20 words for copywriting, and should contain the first verb within 7 words. The Associated Press reduced their average lead length from 27 to 23 words, reflecting a shift toward even shorter openings. Short, punchy hooks capture attention before readers scroll away.

This guide covers hook length best practices across writing formats, from news leads to email openers.

Quick Reference: Hook Length by Writing Type

Why First Sentence Length Matters

The 3-Second Decision

Readers decide whether to continue reading within 3 seconds. Your opening sentence length directly impacts this decision. A sentence that takes 10 seconds to read risks losing the reader before they reach the second sentence.

Reading speed math:

• Average reading speed: 238 words per minute
• 3 seconds = approximately 12 words
• First 15-20 words are all many readers see

Cognitive Load and Processing

Long sentences create cognitive burden. Readers must hold multiple clauses in working memory while processing the sentence. Short sentences deliver one clear idea that readers can absorb immediately.

Short sentence advantages:

• Faster comprehension
• Higher retention
• Lower bounce rates
• Better mobile experience

The Verb Position Factor

Where you place your first verb affects readability. According to Purdue OWL and AP Style guidelines, the first verb should appear within the first 7 words. This creates action and momentum immediately.

Weak (verb at word 12): “The comprehensive new study released by researchers at the university reveals…”

Strong (verb at word 3): “A new study reveals…”

Journalism Leads: 25-40 Words Maximum

AP Style Lead Guidelines

The Associated Press establishes the standard for news writing. Their lead guidelines specify:

Length requirements:

• Maximum: 40 words
• Ideal: Under 30 words
• Current AP average: 23 words (reduced from 27)

Structure requirements:

• Answer the most important W (Who, What, When, Where, Why)
• First verb within 7 words
• One main idea per lead

News Lead Examples

35-word lead (acceptable): “The city council voted Tuesday night to approve a $2.3 million renovation of the downtown library, ending three years of debate over the project’s scope and funding sources.”

23-word lead (better): “The city council approved a $2.3 million library renovation Tuesday, ending three years of debate over the project.”

15-word lead (strongest): “City council approved the $2.3 million library renovation Tuesday after years of debate.”

The Inverted Pyramid Applied to Sentences

Just as articles front-load the most important information, your first sentence should front-load its key message. Place the subject and verb early, then add details.

Inverted pyramid sentence structure:

1. Subject + verb (first 5-7 words)
2. Direct object or key detail (next 5-10 words)
3. Context and attribution (remaining words, if needed)

Copywriting Hooks: Under 20 Words

Why Copywriting Demands Shorter Hooks

Copywriting competes against distraction. Readers encounter ads, emails, and landing pages while multitasking. Every word must earn its place.

Copywriting hook principles:

• Every word should sell or compel
• Benefit-driven, not feature-driven
• Creates curiosity or addresses pain points
• Under 20 words, ideally under 12

Effective Copywriting Hook Formulas

The “You” opener (under 15 words): “You’re losing $3,000 a month to this one accounting mistake.”

The question hook (under 12 words): “What would you do with an extra hour every morning?”

The bold claim (under 10 words): “Most diets fail. This one works differently.”

The number hook (under 15 words): “87% of marketers miss this opportunity. Here’s how to join the 13%.”

A/B Testing Hook Length in Copy

Testing reveals optimal hook length for your specific audience. Run variations:

Test variables:

• Ultra-short (5-8 words) vs. standard (15-20 words)
• Question vs. statement
• “You” vs. third person
• Benefit-first vs. curiosity-first

Conversion data beats general guidelines.

Blog Post Openings: The First Sentence Strategy

Answer-First Format

Modern blog readers want answers immediately. The answer-first format delivers value in the opening sentence, then elaborates.

Traditional approach: “Many bloggers wonder how long their first sentence should be. This is a common question because opening sentences set the tone for the entire article. There are several factors to consider…”

Answer-first approach: “Your blog opening sentence should be 15-35 words, with the most critical information in the first 10 words.”

Blog Hook Types and Length

Statistic hook (20-30 words): “55% of visitors spend fewer than 15 seconds on a page, making your first sentence the most important words you’ll write.”

Question hook (8-15 words): “How many readers bounce before reaching your second paragraph?”

Bold statement hook (10-20 words): “Most blog introductions fail in the first sentence. Here’s how to fix yours.”

Story hook (25-35 words): “Last month, I rewrote 50 blog post openings with shorter first sentences. Average time on page increased by 23%.”

First Sentence vs. Full Introduction

The first sentence and the introduction serve different purposes:

Your hook pulls readers in; your introduction keeps them.

Email Subject Lines and Openers

Subject Line Length

Email subject lines function as hooks before the email opens.

Optimal subject line length:

• Desktop: 30-50 characters (6-10 words)
• Mobile: Under 30 characters (under 6 words)
• Sweet spot: 40 characters (7 words)

Email Opening Sentences

Once opened, your email’s first sentence determines whether readers continue.

Email first sentence guidelines:

• 10-20 words maximum
• Connects to subject line
• Creates urgency or relevance
• Avoids “I hope this email finds you well”

Weak email opener: “I hope this email finds you well. I wanted to reach out to discuss an opportunity that I think might be of interest to you regarding your marketing strategy.”

Strong email opener: “Your competitors are using a strategy that’s costing you 30% of your market share.”

The Preview Text Factor

Many email clients display preview text (the first 35-90 characters of your email). Your opening sentence does double duty as preview text and hook.

Optimize for preview:

• Front-load value in first 50 characters
• Ensure first sentence reads well when truncated
• Avoid generic openings that waste preview space

Hook Types and Examples by Length

Ultra-Short Hooks (Under 10 Words)

Best for:

• Social media
• Headlines
• Landing pages
• High-competition environments

Examples:

• “Your password is weak.” (4 words)
• “Stop wasting money on ads.” (5 words)
• “This changes everything about SEO.” (5 words)
• “Here’s what they don’t tell you.” (6 words)
• “Most productivity advice is wrong.” (5 words)

Short Hooks (10-20 Words)

Best for:

• Copywriting
• Email openers
• Blog posts
• News leads (digital)

Examples:

• “You’re making a $10,000 mistake with your retirement savings, and you don’t know it.” (14 words)
• “The best time to post on Instagram isn’t when you think it is.” (13 words)
• “After testing 500 headlines, we found the one formula that always works.” (12 words)

Standard Hooks (20-35 Words)

Best for:

• Traditional journalism
• Long-form blog content
• Feature articles
• Academic-adjacent content

Examples:

• “After three years of research and 10,000 survey responses, scientists identified the single factor that predicts career success more reliably than education, experience, or IQ.” (26 words)
• “The city’s largest employer announced plans Tuesday to relocate its headquarters to the suburbs, a move that will affect 3,000 downtown workers and reshape the local economy.” (28 words)

Common Mistakes in First Sentence Writing

The Warm-Up Sentence

Problem: Writers ease into topics instead of diving in.

Warm-up example: “In today’s digital landscape, it’s more important than ever to consider how you approach your content strategy, particularly when it comes to the way you begin your articles.”

Fix: Delete the warm-up. Start with your actual point.

The Throat-Clearing Opener

Problem: Unnecessary qualifications and hedging.

Throat-clearing example: “While there are many different opinions on this subject, and experts often disagree about the specifics, generally speaking, most would agree that…”

Fix: Make a direct statement. Add nuance later.

The Buried Lead

Problem: Important information hidden mid-sentence.

Buried lead example: “After months of negotiations and several false starts, including a failed merger attempt last spring, the two companies finally announced their $4.5 billion deal.”

Fix: Lead with the news: “Two companies announced a $4.5 billion deal Monday after months of negotiations.”

The Passive Voice Trap

Problem: Passive voice pushes the verb later in the sentence.

Passive example: “The decision to reduce staff by 15% was announced by company leadership yesterday.”

Active fix: “Company leadership announced a 15% staff reduction yesterday.”

Active voice places verbs earlier, creating stronger hooks.

Excessive Attribution

Problem: Starting with “According to” or attributing before stating the fact.

Attribution-heavy example: “According to a recent study published in the Journal of Marketing Research by professors at Stanford University, consumers prefer…”

Fix: Lead with the finding: “Consumers prefer shorter product descriptions, according to Stanford research.”

Frequently Asked Questions

What’s the ideal length for a hook in any format?

For most digital content, aim for 15-25 words. Journalism allows up to 40 words, but modern readers prefer under 30. Copywriting works best under 20 words.

Should I always use short first sentences?

Not always. Match your hook length to your audience and format. Academic writing tolerates longer openings. Marketing copy demands shorter ones. Test what works for your specific readers.

How do I shorten a long first sentence?

Remove qualifiers (generally, basically, essentially), cut attribution to the end, eliminate warm-up phrases, and split compound sentences. Every word should earn its place.

Does first sentence length affect SEO?

Indirectly. Shorter hooks improve engagement metrics (time on page, bounce rate), which influence SEO. Google also favors content that answers queries quickly, rewarding answer-first formats.

What if my topic requires context before the main point?

Provide the hook first, then the context. Even complex topics can start with a compelling statement that frames what’s coming. “This discovery changes everything we thought we knew about black holes” creates interest before the explanation.

Should I write my first sentence first or last?

Many writers draft their first sentence last, after they know exactly what the piece covers. This prevents warm-up sentences and ensures the hook accurately represents the content.

Key Takeaways

• Journalism leads: 25-40 words maximum, ideally under 30 (AP average is now 23)
• Copywriting hooks: Under 20 words, ideally under 12
• First verb: Place within the first 7 words for maximum impact
• Answer-first format: Deliver value immediately, then elaborate
• Email openers: 10-20 words that connect to your subject line
• Avoid warm-up sentences, throat-clearing, and buried leads

Conclusion

Your first sentence determines whether readers continue or bounce. The trend across all formats points toward shorter hooks, with the AP reducing average lead length from 27 to 23 words. Focus on placing your verb within the first 7 words, eliminating warm-up phrases, and delivering value immediately. Whether you’re writing news, copy, blogs, or emails, a tight first sentence respects your reader’s time and earns their attention. Try our free letter counter → to measure your hook length and optimize your opening sentences.