How to Write a Lead Paragraph

Posted: October 31, 2012

[caption id="attachment_10957" align="alignright" width="400"]© fotovika - Fotolia.com[/caption]You've written the heading, and it's grabbed the attention of the reader. But now what? Your lead paragraph must be interesting enough to make the reader want to continue with the article. Taking the time to make sure it does it's job well can lead to big payoffs - in terms of keeping your readers engaged.

Absent — or in spite of — a photograph or other visual information, the headline is the first thing most readers notice. But even the most captivating headline has to be followed by a lead paragraph (known in journalistic jargon as a lede) that convinces the reader that the article is worth reading.

What’s the function of a lede? (The odd spelling supposedly derives from the tradition of distinguishing the noun lead or the adjectival form in “lead paragraph” from the homonym lead, as in “lead type.”) An article is a story, and the lede is the pitch to woo the reader. But that analogy is of dubious use if your storytelling overtures are along the lines of “Let me tell you about this crazy thing that happened to me today” — no more useful than clearing your throat or shuffling papers before you give a speech. In person, your audience might patiently and politely await your account, but readers, knowing you’re not there to have your feelings hurt, will likely not hesitate to move on.

But what if you cut to the chase and said, “A guy pulled a gun on me today”? Your audience will almost certainly invest some time and effort into hearing what comes next. By the same token, a lede must be constructed to attract attention.

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Biz Tip from Daily Writing Tips