There are different approaches to writing leads, some more effective than others. A recent PRSA article by Ann Wylie discusses some tricks you can use to improve your leads. In order to get the reader’s attention, you should focus on their needs first. After that, then you can address your organization and the services your company provides.
Lead with the benefits. If possible, introduce a personalized reason why readers should care. Then, follow up with the features of the lead. By putting the benefits in your lead first, you will have a better chance of your message getting through to the reader.
Some of these changes could be small things, but they can make your lead more effective. Once you make the switch, you’ll see the difference. How will these tricks change the way you write leads?