Say you want to write a detailed post on 'money-washing' - a variant of money-laundering where one sees the conversion of money gotten by corrupt (if not illegal) means, into legitimate assets and experiences. It's a practice indulged by some of the elite of the world, who make their money in (usually) autocratic regimes.
How would you start that post?
Perhaps by giving a definition of the topic? (I mean let's face it, most folks would do this)
Or maybe by pointing to a recent news article which refers to it?
Or perhaps sharing a surprising stat on the topic?
How about: Starting with a fact that seems completely unrelated?
Here's how he starts:
In the first two sentences of the post, he shares a surprising stat - but one that seems completely unrelated to the topic at hand. It makes you wonder- what is this post about really?
And yet in just the third line he makes the connection with criminals - how earning money from crime is the easy part... figuring out how to spend it is the equivalent of the 'Everest descent' (or occupation post invasion).
I love beginnings which pique your curiosity with an interesting analogy and then make that connect with the topic at hand. This post is a great example of that.
Read the rest of the piece too - some eye-opening stats and facts on the massive prevalence of this troubling practice.