How to write a killer lead

Starting a story or essay with a vivid image or a compelling scenario will draw people in more effectively than a barrage of pure information. Here are some stirring examples.

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Blink. Blink. Blink.

White page staring back.

Blank. Blank. Blank.

How could I do it one more time? How could I write a compelling story about a subject matter so dry it made my lips crack.

Has this been you, Dear Fellow Communications Professional?

Have you stared at the computer screen devoid of any idea of how to make a client message about the latest product, program or merger anything but a standard who-what-when-where-how and maybe-why press release?

Me, too.

In the 25 or so years that I’ve been writing PR copy and articles for trade publications, I’ve learned a secret.

It’s one I’ve shared as an instructor in writing classes and workshops. Now, I’ll share it with you.

The key to a compelling story: write a killer lead

To write a killer lead means means the four W’s and an H will probably not be there. Not in the lead.


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