Everybody Writes, 2nd Edition

19Leads and Kickers

Give special love to the first and last sentences of your piece: the opening and closing, or the lede (lead)¹ and kicker—in journalism terms.

Why?

The first line sets the tone and beckons the reader onward.

The last line finishes strong, offering a satisfying sense of completion.

“A good lede invites you to the party and a good kicker makes you wish you could stay longer,” says copywriter Matthew Stibbe.²

Your opening sentence hooks the reader into wanting to know more. It pulls them into a piece.

Here are some ways to do that:

• Put your reader into the story. Share a story or anecdote that drops your reader directly into a situation. Invite them to picture themselves at a scene:

  It is a crisp, clear autumn afternoon, about 1:30. A full sun hangs in a bright blue sky. A large crowd mills about.

  Imagine that you are there. You jostle for position. You strain your neck to get a glimpse. You cup your hand behind your ear … as the 16th President of the United States steps to the center of the platform and begins his “few appropriate remarks.”³ —Ernest Nicastro, MarketingProfs

• Articulate a problem your reader can relate to. Describe the pain. Create an It's-Me Minute.

  From a piece on finding the best places to party in cities around the world:

  You're on vacation, dammit, and ready to let loose. Check out a museum? Ogle architecture? No thanks. Because you know that true cultural immersion begins (and ends) at a watering hole or epic party, where you can rub ...