The lead, or beginning of the story, establishes the voice and direction of the story. It needs to capture the reader’s attention and entice the reader to delve into the story.
Emphasize the news. What’s new or different?
Focus on the most interesting or important details of the story.
Consider what facts will most affect or interest readers.
Keep the sentence(s) clear, concise and specific. Try to limit the lead to about 20 words.
Be objective and accurate.
Use strong, active verbs. Avoid “to be” verbs, such as is, are, was and were. Example: Replace the passive verbs “are planning” and “is hoping” with the active verbs “plan” and “hopes.”
Test the lead by reading it aloud. If the lead sounds confusing to you, it will confuse the reader.
Descriptive. Describes a person, place or event central to the focus of your story. You may appeal to the senses or focus on an interesting fact. Example from Poynter.org: "The first thing you notice is the cats, cats said to be descended from the pets he kept so long ago. They are on his stone wall and in his banyan trees, on his front porch and on his veranda above, weird six-toed cats everywhere."
Anecdotal. Starts with short, entertaining accounts of a personal or biographical experience. Pulls readers into a story by humanizing the issue or news. Example: The Wall Street Journal’s form of writing complex stories, called the diamond form. Stories begin with an anecdote lead, continue to the nut graph, then discuss the general problem, and the story concludes by examining the individual incidence or how the story began.
Narrative. Paints a picture and draws readers into the story by describing a scene or being very descriptive with detail. Readers feel as if they are witnessing it. Narrative leads often rely on anecdotal detail. Example from the March 9, 1998, edition of The Chicago Tribune:
"BRIDGEPORT, Ill. – Elijah Evans was brought into the world as his mother was taken from it in a death so violent it stretches the perceptions of human viciousness.
But now he is nearly 250 miles away and more than two years from that beginning, living in the country on what was a hog farm about 14 miles east of Downstate Lawrenceville.
He sleeps in his own bed. His big brother, uncle and grandpa sleep a few feet away. He is surrounded by family photos on the walls, toys and videos. His aunt and three cousins live next door. On a shelf behind a box is his great-grandfather’s painting of Jesus’ resurrection. In the barn is an appaloosa named Pistol Pete and 17 acres of his grandpa’s land to explore. …"
Then and now. Compares the past to the present to emphasize something that has changed.
Suspenseful. Use the element of surprise to arouse the reader’s curiosity. Example from Fedler: It was a broken music box that got 4-year-old Meara Taylor into trouble. But it was climbing into her baby brother’s crib that got her killed. …
Question. Be careful with this lead. The question needs to be interesting enough for the reader to want it answered. Some editors will ask you to answer the question and use that as your lead. Example from the 2001 Chinook:
Are you ready? Really? All right, I warned you. Hitch up your shorts, make sure that ankle brace is tightened and buckle up, chump.
Standing right in front of you is 78 inches of your worst athletic nightmare. The kind that twists your ankles into inhumane knots and whips a pass past you with a sleight of hand as impressive as any magician. And, all the while, he’s wearing a smile that says “Gotcha!” plastered across his mug.
So you still want some?
Didn’t think so.
So imagine the 28 nights this winter, when some unlucky souls came face to face with 76 inches – plus two more for the hair – of Marcus Moore. …
Build on a quote. If you have a great quote, you can build your lead around the quote. Do not repeat too much of the quote in your first graph, and make sure the quote is related to the focus of the story. Example from a previous Student Publications training handout: ANDOVER, Kan. – Melinda Easterbrook knows exactly how long it took for a tornado to blast apart her comfortable home while she and her husband huddled in the basement. “It lasted five Hail Marys and two Our Fathers, but you have to say them quickly,” she said yesterday. …
Shocking or ironic. Immediately capture the reader’s attention with an unusual twist or surprise humor. Example from Fedler:
An Edgewood patrolman today said that he would like to shoot people all day long if it would make the streets any safer.
“It’s easy. Take the gun, aim and shoot – whammo, you’ve nailed ’em,” patrolman L.E. Dobbins said.
He spends about two hours a day hidden in bushes or behind a building, waiting for the unsuspecting speedster to cross the sights of his radar gun. …
Unusual words. Use a common word or phrase in an uncommon way. Example from Fedler:
The home of the brave may soon become the land of the fee. The Immigration and Naturalization Service is drafting a plan to charge people who enter the United States on foot or by car. …
Suitcase. Do not cram too much information into one sentence. Do not try to answer the who, what, when, where, why and how in the lead. Instead, emphasize the most important of the six questions.
Label. Do not mention a topic instead of revealing what was said or done about that topic. Example from Fedler:
Administration officials and student body leaders are considering a variety of plans to solve the parking problem on campus. … What are they considering? Lead with specific examples. Do not lead with a long list of information, though. That is boring to read.
Obvious. Do not emphasize something everyone already knows. Examples from Fedler:
Coming into the new season, the women’s soccer team wants to make the playoffs. … -or-
Homecoming is the time when alumni reunite with old friends at their alma mater. …
Cliché. They are as old as the hills.
