Make Copy Shine By Editing 2023

LEADS THAT LACK INTEREST EXAMPLE: Students struggle to keep their phones charged because they are always using their apps. Use a shock or suspended interest lead style. TRY THIS:

BETTER: Dead within hours. Cell phone batteries continue to drain faster as students struggle with a growing addiction to apps.

LEADS THAT LACK ENERGY EXAMPLE: FBLA (Future Business Leaders of America) members prepared to take part in the annual state-wide competition that took place in December.

Try a narrative or descriptive style to humanize this lead and make it more engaging. The lead above reads more like a hard news style summary lead.

TRY THIS:

BETTER: The eyes of competitors locked as the tension thickened with each glance and glare. Sitting among their rivals as 30 minutes ticked by, FBLA members nervously awaited the call to present.

LEADS THAT MAY LACK CREATIVITY The following example leads can work, but more often than not end up being used when the writer couldn’t think of anything else. Keep an eye open for these lead types. If they are not original or engaging, the writer may need to try again. QUOTE LEAD: “We had a great year, and we really bonded as a team.”

QUESTION LEAD: Do you know what happened in the English department this year?

IMAGINE LEAD (JOHN LENNON LEAD): Imagine walking into the gym for the last time and hearing your name ring through the sound system.

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