WRITING IS AN ART #11

BAITING YOUR HOOK

How the time flies! Last time, I looked at how to start an article or a press release. This time, I want to focus on five different types of journalistic leads. Each of these can help to ‘hook’ the reader by grabbing their attention in different ways:

 

Query – an abrupt question, such as: “Why has Blogg Widgets expanded when other companies are going bankrupt?”

 

Factual summary – as mentioned last time, this starts off reviewing the critical information: “Blogg Widgets has enjoyed a period of unprecedented growth, due to the introduction of a highly innovative product, the Whizzy-wang.”

 

Anecdote – this tells a short story that illustrates the whole theme of the article: “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…”
 
Quote – an attention-grabbing comment: “‘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, Head of Blogg Widgets…”

  

Echo – a theme at the start that is repeated at the end: “Like a modern day King Midas, Joe Blogg of Blogg Widgets has been turning brass into gold…”
“If Joe Blogg can retain his Midas touch, there’s little doubt that his company will continue to enjoy local, national and global success for many years to come.”

 

Why not try one or two of these, and see how you get on?

 

Phil
Freelance copywriter 

  
Web: http://www.phila.co.uk
Email: info@phila.co.uk