A lead, also known as a lede, is the opening sentence or paragraph of a news article, blog post, or other written content.
Writing effective leads is crucial to grab the reader's attention, convey the main message, and entice them to read further.
Here are some tips on how to write effective leads:
1. Start with a Hook
Use a surprising statistic, a thought-provoking question,
or a fascinating fact to grab the reader's attention.
Make the hook relevant to the main topic and avoid using
clichés.
2. Be Clear and Concise
Use simple language and avoid jargon or technical terms
that may confuse readers.
Keep the lead short and to the point, ideally no more than
1-2 sentences.
3. Provide Context
Give readers a sense of what the article is about and why
it's important.
Provide background information or relevant details to help
readers understand the context.
4. Use Active Voice
Write in the active voice, as it's more engaging and easier
to read than the passive voice.
Use verbs that create a sense of action and momentum.
5. Avoid Clichés and Overused Phrases
Steer clear of overused phrases like "In a shocking
turn of events" or "According to sources."
Use fresh and original language to make the lead stand out.
6. Use Rhetorical Devices
Use rhetorical devices like metaphors, similes, or
allusions to add depth and complexity to the lead.
Use these devices sparingly and only when they add to the
overall meaning.
7. Create a Sense of Urgency
Use words like "now," "today," or
"limited time" to create a sense of urgency.
Emphasize the importance or relevance of the topic to the
reader's life.
8. Optimize for SEO
Use keywords strategically to improve the lead's search
engine ranking.
Keep the lead concise and descriptive to improve
click-through rates.
9. Test and Refine
Test different lead options to see which one performs
better.
Refine the lead based on feedback and analytics to improve
its effectiveness.
By following these tips, you can craft effective leads that
grab the reader's attention, convey the main message, and entice them to read
further.
Lead Types:
Hard News Lead: Used for breaking news stories, focusing on
the who, what, when, where, and why.
Soft News Lead: Used for feature stories, focusing on the
human interest or emotional aspect.
Creative Lead: Used for creative or artistic content,
focusing on the unique or unusual aspect.
Lead Length:
Short: 1-2 sentences, ideal for online content or social
media.
Medium: 2-3 sentences, ideal for news articles or blog
posts.
Long: 4-5 sentences, ideal for in-depth features or analytical
pieces.
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