Basic principles of writing a story lead

A lead (also known as a lede) is the first paragraph or several paragraphs of a story, be it a blog entry or
a long article. Its mission is to catch readers’ attention and draw them in. Getting them truly involved is
the duty of the rest of the story; getting them to that point is the job of the lead.

There are two broad categories of leads, direct and indirect. The first gets right to the basics: who, what,
when, where and why, with a dose of how if appropriate.

These are most useful for breaking-news stories that need to get right to the point: “Last night around 1
a.m. a fire broke out at the Associated Corporation’s main warehouse.” If you add one more sentence
(“It burned to the ground, and all contents were lost”), you have what’s called a summary lead. It
summarizes a story, and lets the reader know the essence of what it contains. They might get more
details (“destroyed goods included 500 faux-fur hats and two Thanksgiving parade balloons”), but the
basics they know.

If the essence of the story is on the consequences of an event, an analysis form of the direct lead is in
order. It takes one step back from the event itself, provides perspective on a simple fact (a fire in a
warehouse) and lets us know its implications (at the very least, the Thanksgiving parade will be two
balloons short this year).

If direct leads get straight to the point, indirect leads do the opposite. Rather than telling us about an
event or its implications, indirect leads can zoom in to pick out a single detail, character or quote. It
could be one detail of a crime scene — shattered glass on a sidewalk, say — or a single character in a
larger drama. It could be an anecdote, which is in effect a story within the story that expands outward. If
you have a truly riveting quote, it’s a candidate for a lead. So are questions. Pretty much anything is fair
game as long as it works.

When considering what kind of lead to use, ask yourself two questions: First, what is important about
the story you’re writing? An event, its implications, the big picture? Second, what is the most effective
route into the story for readers? Is it the event itself, a person at the center of a drama or an image? Did
you get a quote that really drives home the event’s impact? Whatever you choose as your starting point,
it should immediately bring the story to life and get the reader involved.

Two types of leads

There are two main types of leads and many, many variations thereof. These are:

The summary lead

Most often found in straight news reports, this is the trusty inverted-pyramid lead we learned about in
Journalism 101. It sums up the situation succinctly, giving the reader the most important facts first. In
this type of lead, you want to determine which aspect of the story — who, what, when, where, why and
how — is most important to the reader and present those facts.

An alleged virgin gave birth to a son in a barn just outside of Bethlehem last night. Claiming a celestial
body guided them to the site, magi attending the birth say the boy will one day be king. Herod has not
commented.

A creative or descriptive lead

This can be an anecdote, an observation, a quirky fact or a funny story, among other things. Better
suited to feature stories and blog posts, these leads are designed to pique readers’ curiosity and draw
them into the story. If you go this route, make sure to provide broader detail and context in the few
sentences following your lead. A creative lead is great — just don’t make you reader hunt for what the
story’s about much after it.

Mary didn’t want to pay taxes anyway.

How to write a lead sentence or paragraph: Top 10 do’s

1. Determine your hook.

Look at the 5 Ws and 1 H. Why are readers clicking on this content? What problem are they trying to
solve? What’s new or different? Determine which aspects are most relevant and important, and lead
with that.

2. Be clear and succinct.

Simple language is best. Mark Twain said it best: “Don’t use a five-dollar word when a fifty-cent word
will do.”

3. Write in the active voice.

Use strong verbs and decided language. Compare “Dog bites man” to “A man was bitten by a dog” —
the passive voice is timid and bland (for the record, Stephen King feels the same way).
4. Address the reader as “you.”

This is the writer’s equivalent to breaking the fourth wall in theatre, and while some editors will disagree
with me on this one, I stand by it. People know you’re writing to them. Not only is it OK to address them
as such, I think it helps create a personal connection with them.

5. Put attribution second.

What’s the nugget, the little gem you’re trying to impart? Put that information first, and then follow it
up with who said it. The “according to” part is almost always secondary to what he or she actually said.

6. Go short and punchy.

Take my recent lead for this Marketing Land post: “Freelance writers like working with me. Seriously,
they do.” Short and sweet makes the reader want to know where you’re going with that.

7. If you’re stuck, find a relevant stat.

If you’re trying to be clever or punchy or brilliant and it’s just not happening, search for an interesting
stat related to your topic and lead with that. This is especially effective if the stat is unusual or
unexpected, as in, “A whopping 80 percent of Americans are in debt.”

8. Or, start with a story.

If beginning with a stat or fact isn’t working for your lead, try leading with an anecdote instead. People
absorb data, but they feel stories. Here’s an example of an anecdotal lead that works great in a crime
story: “It’s just after 11 p.m., and Houston police officer Al Leonard has his gun drawn as the elderly
black man approaches the patrol car. The 9mm pistol is out of sight, pointing through the car door.
Leonard rolls down his window and casually greets the man. ‘What can I do for you?'” I want to know
what happens next, don’t you?

9. Borrow this literary tactic.

Every good story has these three elements: a hero we relate to, a challenge (or villain) we fear, and an
ensuing struggle. Find these elements in the story you’re writing and lead with one of those.
10. When you’re staring at a blank screen.

Just start. Start writing anything. Start in the middle of your story. Once you begin, you can usually find
your lead buried a few paragraphs down in this “get-going” copy. Your lead is in there — you just need
to cut away the other stuff first.

How not to write a lead sentence: Top 10 don’ts

1. Don’t make your readers work too hard.

Also known as “burying the lead,” this happens when you take too long to make your point. It’s fine to
take a little creative license, but if readers can’t figure out relatively quickly what your article is about,
they’ll bounce.

2. Don’t try to include too much.

Does your lead contain too many of the 5 Ws and H? Don’t try to jam everything in there — you’ll
overwhelm the reader.

3. Don’t start sentences with “there is” or “there are” constructions.

It’s not wrong, but similar to our question lead, it’s lazy, boring writing.

4. Don’t be cliche.

I beg of you.

5. Don’t have any errors.

Include typos or grammatical errors, and it’s game over — you’ve lost the reader.

6. Don’t say anything is “right around the corner.”

My fellow editors and I used to keep a tally of how many of these we received each week (and we
weren’t particularly kind about it, either). “Valentine’s Day is right around the corner,” “The first day of
school is right around the corner,” Mother’s Day sales are right around the corner” … Zzzz. Boring.

7. Don’t make puns. Even ironically.

From a Huffington Post story about a huge swastika found painted on the bottom of a swimming pool in
Brazil: “Authorities did Nazi this coming.” Boo. Don’t make the reader groan.

8. Don’t state the obvious.

Don’t tell readers what they already know. Real-life example that crossed my desk not too long ago:
“The internet provides an immense source of useful information.” Really! You don’t say?

9. Don’t cite the dictionary.

“Merriam-Webster defines marketing as…” Oh, shoot me. This tactic is for essay-writing middle-
schoolers. Don’t do this.

10. Don’t imagine anything. You are not John Lennon.

“Imagine a world where everyone recycled,” “Imagine how good it must feel to save a life,” “Imagine
receiving a $1,000 tip from your favorite customer on Christmas Eve.” Imagine we retired this
hackneyed, worn-out lead.

Great Beginnings: How to Write a Lead

In journalism, the beginning sentences of a news story are everything. Called leads or “ledes,” they must
convey essential information, set the tone and entice people to continue reading. If you’re interested in
becoming an expert journalist, understanding how to write a lead is a key skill for your toolbox.

Tips for Writing Leads

Below are some helpful hints to keep in mind.

The Five W’s and H

News writing strives to answer “The Five W’s and H:” that is, Who, What, When, Where, Why and How.
Good leads answer as many of these questions as possible in a single sentence. When writing a lead, it
helps to think about which of these facts is the most vital for readers to know.

Keep It Short

A good lead provides all the information the reader requires in just a few words. Ideally, a lead should
be between 25 and 40 words.

Keep It Simple

Don’t clutter up the lead with unnecessary adjectives or adverbs. Also make sure that your lead only
discusses one idea to avoid confusion.

Write in Active Voice

Avoid all forms of the verb “to be.” Common exceptions including writing about fatalities (“two people
were killed Thursday”) and when discussing police activity (“two people were arrested”). Passive voice
is often the result of incomplete reporting.

Structure Your Lead Properly

Put your most crucial information at the very beginning of the sentence. Important secondary
information can go in subsequent sentences. Not following this practice is called “burying the lead.” If
you need attribution in your lead, make sure it goes toward the end of the sentence because it is less
important than the information itself.

Understand the Context

Keep in mind what your readers may already know about your story based on previous media coverage.
Write in a way that speaks to these realities and adds relevant, useful information.

Be Honest
Never mislead the reader. If you promise a certain type of information with your lead, you should be
ready to deliver.

Once you understand these cardinal rules, you can begin to experiment with style.

7 Types of Leads

Style implies a certain degree of voice and personal ownership over how a story is written. Although
there are many ways to write leads, here are seven common approaches.

Straight Lead

Also called the “summary” lead, this is by far the most common and traditional version; it should be
used in most cases. It is a brief summary, containing most of the Five W’s and H in one sentence.

“The European Parliament voted Tuesday to ratify the landmark Paris climate accord, paving the way for
the international plan to curb greenhouse gas emissions to become binding as soon as the end of this
week.”

Anecdotal Lead

The anecdotal lead uses a quick, relevant story to draw in the reader. The anecdote must help enhance
the article’s broader point, and you must explain the connection to that point in the first few sentences
following the lead.

“At the dilapidated morgue in the northern Brazilian city of Natal, Director Marcos Brandao walks over
the blood-smeared floor to where the corpses are kept. He points out the labels attached to the bright
metal doors, counting out loud. It has not been a particularly bad night, yet there are nine shooting
victims in cold storage.”

Scene-Setting Lead

The scene-setting lead describes the physical location where a story takes place.
“On the second floor of an old Bavarian palace in Munich, Germany, there’s a library with high ceilings, a
distinctly bookish smell and one of the world’s most extensive collections of Latin texts. About 20
researchers from all over the world work in small offices around the room.”

First-Person Lead

This lead describes the journalist’s personal experience with the topic. It should only be used when you
have a valuable contribution and perspective that help illuminate the story.

“For many of us, Sept. 11, 2001 is one of those touchstone dates — we remember exactly where we
were when we heard that the planes hit the World Trade Center and the Pentagon. I was in
Afghanistan.”

Observational Lead

When offering an authoritative observation about a story and how it fits in with the larger picture, you
should make sure you know the broader context of your subject matter.

“Tax records and literary criticism are strange bedfellows. But over the weekend, the two combined and
brought into the world a literary controversy — call it the Ferrante Furor of 2016.”

Zinger Lead

The zinger lead is dramatic and attention-grabbing. Although it has a strong tone, it requires a hard set
of facts to back it up.

“His last meal was worth $30,000 and it killed him.” (The story was about a man who died while trying to
smuggle cocaine-filled bags in his stomach.)

Question Lead

Question leads do just that: ask a question. Although they are effective in sparking interest, use them
sparingly because they generally do not provide the main points of a story as concisely.
“What’s increasing faster than the price of gasoline? Apparently, the cost of court lobbyists.”

Ultimately, understanding the types of leads and style options available can help journalists tell stories
as clearly and effectively as possible.