How to write a good feature lead

Show, don’t tell, in the first paragraph

How to write a good feature lead — Lead readers into the story Start your feature stories and feature articles with a bang. Draw readers in with concrete, creative, provocative leads. Image by Ska_Zka


	Why should you write feature article leads? The New York Times runs 33% feature leads Lead by example: The New York Times grabs reader attention with such feature leads as description, juicy details and examples. And, unlike you, it’s a news organization.

	Anecdotes make good feature leads To draw readers in, tell them a story Tell a tale: When writing features stories rather than breaking news, set the tone with anecdotal leads.

	How to write a good feature lead with statistics Prove it with a data point It adds up: Don’t do a data dump. But startling statistics can draw readers in.

	Avoid abstraction in feature ledes Concrete leads are the price of entry for feature articles Show, don’t tell: When writing feature story leads, choose concrete details, not abstract ideas. You might try painting a picture or telling a story. But whatever you do, turn ideas into things.

	Avoid announcements in press release leads Don’t announce that you’re announcing For crying out loud: Surely there’s a better way to start your story than XYZ Company today announces that …

	Quotes on weak leads What writers and others say “A lead should lead — into the point of the story. If the CEO’s point isn’t the weather, why do we so often start his messages with the changing of seasons?” — Ann Wylie, writing coach, Wylie Communications

	Quotes on good leads What writers and others say A lead “should shine like a flashlight down through the piece.” — John McPhee, pioneer of creative nonfiction

Get more tips on feature leads on Rev Up Readership.