Writing good leads takes time, development and practice. A good lead usually answers the questions, who, what, when, where and how. Most of the time this can be done within the first, or even second sentence.
The “so what” or “what’s next” usually comes after that, where one can expand on what they have just written. A good lead is one that gives a clear and concise statement that pulls the reader into the story and where the reader can get the most important information first.
A good lead must be one that keeps the readers interested and that deals with important stories that people will want to read. Stories such as a local house fire are much more interesting than a story such as a city counsel meeting.
A good lead is also should be able to spark the “interest among readers.” When answering the “so what” or the “what’s next,” the lead must be able to go into more detail to be able to keep the reader interested.
If the lead is not as powerful than one can expect people to brush right over the whole story and look for a more interesting story line or another article.
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