HOW TO WRITE A GOOD LEAD

 

Consumers are bombarded with more than 600 messages daily, so the way the first paragraph of your copy is written will determine if the reader continues reading.   Without a doubt writing that first paragraph is the most difficult step in creating successful copy!

An effective lead will provide a summary of the information to follow in a concise, simple and clear manner.  The words must be carefully chosen to have impact, provide novelty, if possible, convey the situation at hand, and provide human interest or suspense, if appropriate. Following are nine tips to writing that great lead:

1.  Summarize the story.  The reader must be able to get a message of the entire story by reading the lead.

 

2.  Everyone is familiar with the 5 W’s of copywriting:  Who, What, Where, When, and Why.  These questions must be answered in the lead so the reader knows what details will follow in the article.  For example:  “Obama plans to talk to the news media Friday afternoon after discussing with his economic advisers the financial woes that Americans listed as their top concern on Election Day”. (Dallas Morning News, November 6, 2008)   The reporter included all the necessary information in one sentence:  Who (Obama), what (talk to news media) When (Friday) Where (not applicable) Why (financial woes)

3.  Get the reader’s attention.  The lead can include startling statistics, a statement that creates an emotional response, or spurs the reader on to action. 

Here is an example in the November 6, 2008 issue of Time magazine that illustrates this tip beautifully:  “A Rand corporation study finds that teens exposed to the most sexual content on TV are twice as likely to become pregnant before age 20.”

 

4. Be as brief as possible.  Delete words that aren’t absolutely necessary.  This is not the time to be descriptive…no fluff! 

5. Be clear.  Make sure the reader understands your message…no ambiguity, please!
A November 2008 issue of Newsweek provides a good example:  “The 'threatened' label                  helps, but polar bears face a difficult future.”

 

6. Be Accurate.   Check and double check your facts to make absolutely sure there are no errors!

Here is an example of the lead paragraph in an article published in the Dallas Morning News on November 6, 2008:  “Obama plans to talk to the news media Friday afternoon after discussing with his economic advisers the financial woes that Americans listed as their top concern on Election Day”.  The reporter included all the necessary information in one sentence:  Who (Obama), What (talk to news media) When (Friday) Where (not applicable) Why (financial woes)

7.  Provide background information. If you’re introducing a new person, event, or organization for the first time, a description is imperative so the reader will understand its relevance.  For example: “Jane Doe, newly elected City Counsel Chairperson, will assume her duties on January 1.”

8.  Do not use abstract language, or words that could have more than one meaning.  Do not be vague.

 

9.   Do not ask a question, use a quotation, be wordy (25 words is a good rule of thumb).  Don’t be “cute.”  In other words, don’t use puns, humor, or tongue in check language.