Journalists often focus on making their story as interesting as it can be. But without a strong opening hook - also known as a lead - many readers will lose interest before they get to the juicy part of your story.
In an article for ClearVoice, freelance writer Megan Krause offers a range of best practices on how to nail your lead.
Audiences tend to have a short attention spans online so you have to convince your reader that the article is worth their time. Otherwise they will be quick to disengage and click away.
"A good lead is enticing. It beckons. It promises the reader their time will be well-spent and sets the tone and direction of the piece. All great content starts with a great lead," it reads.
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