Copywriting: why do you need a lead?

A catchy headline is half the battle when it comes to article success. Besides, the reader needs something more than just an intriguing opening. To maintain interest in the material, you must initially understand what a lead in the text is. This information will help:

• use leads to write articles;
• attract people’s attention;
• master the inverted pyramid technique.

Beginners who are just starting to get acquainted with the terms of the field should not miss the explanation about writing leads. This skill will be useful not only for the preparation of news reviews, but also will keep customers on the website of the promoted company.

Introduction to Leads and Variations

A lead is a meaningful beginning of an article. Copywriters use this method when writing tenacious content. The first paragraph in copywriting gets the most attention, so writers put in the effort to write the main body of the copy.

The use of leads in advertising allows you to evaluate the benefits of the “inverted pyramid” technique. It is based on providing useful information in the first part of the article. So, the method is used with some modifications, which led to the following classification of options:

1. Straight. In the first paragraph, the essence of the proposal is revealed, and then a detailed story follows. Thus, the reader immediately understands what is at stake, and is more likely to study the full version of the material.
2. Protracted. The main task of a protracted lead is to create the appropriate atmosphere. This technique is used by news channel copywriters. They talk about the essence, but intrigue with the lack of details.

Each of the options is divided into several subspecies. Thanks to this, you can create not just template text, but content with different ways of presenting information. Experts recommend choosing in advance the direction of how to write a lead and follow the generally accepted algorithm.

Types of direct leads

Direct leads are divided into subcategories. Most often they are used for reporting and news, but any author can find his own use case. So, among the types of direct leads, there are:

modified: to cover complex topics with the ability to focus on three main issues;

• generalizing: reveals to the reader the main nuances of the event, but may look like a paragraph overloaded with facts;
• split: the method exposes multiple events that are related;
• wrapping: the technique is suitable for drawing attention to multifaceted news.

Direct attention to the facts makes the text easier to read, but can be too difficult for a first acquaintance. To avoid information overload and to interest in words, use long leads.

Types of lingering leads

The protracted lead in the article serves as a kind of introduction to the essence of the matter. Thus, the author may describe the atmosphere or backstory that led to certain consequences.

A stage lead is created using the transfer method. The reader needs to find out how things are and mentally plunge into the atmosphere of the event. Thanks to this, the attitude to the news changes, because “participation” in the described actions is of greater interest.

The narrative introduction serves to tell the story. So, the user gets acquainted with the factors that influenced the course of events. Unlike a narrative introduction, a situational lead does not contain additional data. It is based on a description of the situation without characteristics.

Lead Writing Techniques

Even though the title is an important part of the article, a lot depends on the rest of the elements. So, you can bring the reader up to date and capture his attention. To increase the likelihood of success will follow simple rules:

1. Start with news. To attract the attention of the public allows the description of the original with interesting facts and essential details. Supplement the data with statistics, and you will be able to keep the reader’s interest in the article. Further detail the information or link the introductory part to the content of the material.
2. Suggest a solution to the problem. A lead in the text is a part of the article where the author reveals the problem and suggests a way out of the situation. Careful recommendations about solutions will help keep the reader on the page. Tell us about your way to solve the problem, taking into account the expectations of the user.
3. Generate interest. To understand how to write a lead, you should immediately forget about playing with facts. Such provocations will not help win the trust of readers. Instead, intrigue your audience with a simple yet informative introduction.

You can find lead paragraph examples on news platforms. Here, effective techniques are most often used that help to get traffic from the search engine. Use persuasive arguments and try to follow the listed rules.