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Writing Great Leads: How to Hook and Reel in Readers

December 29, 2017Lori Rohrbach

Writing a great lead may be the single most important thing you can do as a writer. Sure, you need a good topic, substantive content, and the details to back it up. But a lead is like a first date. Make a mistake here, and the relationship is over before it even begins.

The lead is the opening paragraph of an article—it defines the subject and establishes the voice, tone, and direction of the piece. It effectively introduces the reader to the writing and, if all goes well, takes things to the next level.

But writing a great lead is not just difficult; it can be downright scary. Who is reading my article? What should I tell them first? Will they stick around and read to the end? It turns out that writing leads—like dating—requires confidence, vision, and quite a bit of art.

Summary Lead

Traditional journalism typically features breaking news events. These are best introduced with the 5W/H (who, what, when, where, why, and how). This type of lead should be used when the information is truly new to the reader and the subject speaks for itself.

Anecdotal Lead

Everyone likes a good story, and sometimes the best way to gain a reader’s attention is by recounting an intriguing episode. This type of lead starts slowly and gradually reveals the bigger picture. Like a movie trailer, it gives the reader a sneak peak at the drama about to unfold.

Question Lead

All drama involves conflict and struggle. By posing a question to your audience in the lead, you establish an immediate connection with the reader. And you challenge them to read on, try and figure out the answer, and ultimately to come on a journey with you.

First-Person Lead

This type of lead boldly proclaims the voice of the writer by using “I”. It inserts the writer as a character in the story, offering their unique perspective on the details of the event. It should be used sparingly to avoid compromising objectivity in the mind of the reader.

Leads can take almost any form, but the best writers tend to follow these rules: be specific, be brief, remember your audience, remain honest, and above all, keep them entertained!

 

Author: Ashlee Goodman

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

 

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

 

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources.  Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

 

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

 

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

 

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

 

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

 

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

 

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

 

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

 

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

 

 

Author: Erin Alderfer

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