READY? STEADY…
The start of your article or press release is arguably the most important part of the whole piece. It’s the bit that will attract or lose the reader’s interest, so it needs to be strong.
Traditionally, writers tend to use one of five approaches as a lead-in to a story. Here they are, along with examples to show how they can be used:
AN INTRODUCTORY QUESTION TO STIMULATE THOUGHT: “Why has Blogg Widgets expanded when other companies are going bankrupt?”
A SUMMARY OF THE KEY INFORMATION: “Blogg Widgets has enjoyed a period of unprecedented growth, due to the introduction of a highly innovative product, the brass fandangle.”
AN ANECDOTE THAT ILLUSTRATES THE MAIN THEME: “Everyone remembers the story of Brenda Brewster, the young girl who started life on the streets of Derry. Within ten years, she was a multi-millionaire, thanks to her rugged determination, a stroke of good luck and a wonderful new invention. Her story is now being echoed by Joe Blogg, the North Country orphan who formed Blogg Widgets eight years ago…”
AN ATTENTION-GRABBING QUOTE: “‘By this time next year, every machine in the world will be powered by a Blogg Widget!’ That’s the confident prediction of Joe Blogg, Chief Executive of Blogg Widgets…
AN ECHO (the starting theme is repeated at the end) – (Start) “Like a modern-day King Midas, Joe Blogg has been turning brass into gold…”
(End) “If Blogg Widgets can retain its Midas touch, there is little doubt that it will continue to enjoy local, national and global success for many years to come.”
Have fun experimenting!
Phil
Freelance copywriter
Web: http://www.phila.co.uk
Email:info@phila.co.uk
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