Aim to Intrigue: How to Formulate a Good Lead

The lead is generally the most important component of any article. Not only does the lead set the tone for the entire feature, but it also gives the reader an overall summary of the story to follow.

Most good leads answer six basic questions -- who, what, when, where, why, and how.

It is a good idea to avoid leads longer than 30 to 35 words and contain it to one sentence, while still answering as many of these questions as possible.

Writers must look at the scenario as a whole before formulating a lead. Before writing, the correspondent should ask himself, "how can I convey this message in the most intriguing way possible?". Does the writer want to use a straight summary lead, a dramatic single-item lead, a delayed identification lead, a creative lead or will he use a different approach?

Leads are very case-sensitive and each story needs a lead that matches the article.