Anecdotes make great feature leads
Here’s how Korbel Champagne Cellars topped a PRSA Silver Anvil Award-winning pitch:
Have you heard about the guy who mowed “Will You Marry Me?” into his lawn? How about the practical joker who “accidentally” dropped a fake diamond ring overboard, only to watch his girlfriend jump off their sailboat to retrieve it?
Storytelling is the most powerful form of human communication, according to Peg C. Neuhauser, author of Corporate Legends and Lore. No wonder anecdotal leads are so effective. If you need to win the hearts and minds of your audience members, tell them a story.
Here are four ways to find stories for your leads:
1. Look for moments of truth.
Find the Aha! moment — aka the moment of truth or desk-pounding moment. Here’s how Eastman Chemical Company launched an annual report feature:
Want to grab attention and move people to act? Steal a tip from Pulitzer Prize-winning feature articles and tell readers a story.
Go Beyond the Pyramid
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There, you’ll master a structure that’s been proven in the lab to grab readers’ attention, pull them through the piece and leave a lasting impression.
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