The second paragraph serves to support and expand on the ideas set out in the lead.
If your lead reads like an ad, it'll be discarded immediately. Don't worry about your brand at this point-just introduce the interesting aspects of the story. In total, your feature should be close to 400 words. When writing a lead, try to keep the paragraph short-two to three short sentences at the most. Think of the lead as an extended version of the headline, even using some of the same words. Editors don't have time to read through the entire article to reach your key point, and neither do your readers. Instead, focus on what's most interesting about your topic.Ī strong lead paragraph offers intrigue from the start. Also, avoid using a brand or client name in the headline unless it's very well known. Keep the wording simple, and avoid superlatives and emotive language. To come up with a good headline, pretend you're telling a friend what the article's about, explaining the most interesting aspects of your story. The Sleep Expert's Advice on Creating the Right Sleep Environment for Students.Reinventing the "Mommy Tack": More Women Choose Business Ownership to Gain Control, Flexibility and Family Time.Plug-In Devices Help Save Money on Your Utility Bill.A few examples I've seen recently include: Ask yourself, Why is this story important? What about it will it grab readers' interest? A good headline answers those questions by telling the reader something new, different or useful-in 20 words or less. Treat the headline as if it were a summary of the article. The headline is the most vital part of your feature.