It’s one of the best pieces of copywriting advice I’ve ever been given. “As often as possible, start your paragraphs with sentences that hook readers and drive them deeper into the copy.” Why? Because — after the headline — the first sentence in any paragraph is what gets read most often. After that point, customers usually skip to the next section unless they feel compelled to keep reading. That means your job, as the copywriter, is to entice them into each segment so they will consume as much of your copy as possible.
Read the rest of the article which is really good.