After your headline, your introduction to the article is extremely important for engaging your readers enough to ensure that they don't leave. If the intro is vague, unclear, written poorly or too long, you'll lose that 20% who opened your article. Luckily, writing an enticing intro is pretty easy. (singlegrain.com)
This video touches on a tried and test basic framework of copy, problem, agitate solution and talks a little about Robert Cialdini's principles of persuasion.