The lead (often spelled lede) is the most important part of any news story. It is becoming even more important as people’s lives become busier, with more activities vying for their attention.
The basic manner to think about beginning lede writing is to consider the 5W’s — the most important Who, What, When, Where, Why, along with the 1H – How. If those elements get into your lede (the first sentence or two), then you are more likely to grab a reader/viewer.
But that doesn’t mean creativity has to be thrown out the window. How about this classic news lede on a weather story:
Snow, followed by small boys on sleds.
Beautiful writing. Brief and precise.
Here’s a clever lede from The New York Post:
Time to take the doughnuts.
A Queens cop has been helping himself to doughnuts and coffee at a Rockaways Dunkin’ Donuts — even jumping behind the counter to make himself sandwiches and cram his face full of crullers, the shop’s manager said.
And one more from The New York Times:
The Obama administration will begin a drive this week to expel Pepsi, French fries and Snickers bars from the nation’s schools in hopes of reducing the number of children who get fat during their school years.
Finally, here’s what Mitch Albom of The Detroit Free-Press and author of “Tuesdays With Morrie” and “Five People You Meet In Heaven” has to say about lede-writing:
I don’t look at my leads as a chance to show off my flowery writing. My leads are there to get you in and to keep you hooked to the story so that you can’t go away.