Whether you call them beginnings, openings or ledes, you need to agonize over them – because you have about 250 words to grab your readers.
“Begin at the beginning,” the King said, gravely, “and go on ’till you come to the end. Then stop.” Lewis Carroll.
Up top, identify the message of the e-mail, web page or article. Learn new ways to begin a piece of writing. “A lead ought to shine like a flashlight, down into the whole piece, if possible,” says John McPhee.
Avoid these bland, trite leads
- An apology or complaint: As you probably know….
- A panorama or vague overview: Urban sprawl is a problem each of us faces every day.
- A truism, a cliché, the obvious or platitudes: We are dedicated to being the world’s best at bringing people together – giving them easy access to each other and to the information and services they want and need – anytime, anywhere.
- The Adam-and-Eve approach: Back when the company was founded….
- There’s good news and there’s bad news….
- A dictionary definition.
- To whom it may concern.
- Dear Sir or Madam.
- Enclosed (or attached) please find.
- It has come to my attention.