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Turn ideas into things

Concrete leads are the price of entry for feature articles

I was training a group of magazine writers recently, when one brave soul, Marty, shared this lead:

Feature lede
Show, don’t tell Turn ideas into things in your feature story leads.
As someone who’s built build models in some exotic places, I know it’s easier when you have a special modeling studio.

Polish your leads with Ann. >>>

“Hmmm …,” I said, “Exotic places, huh? Where are some of the most exotic places you’ve built models?”

“On a battleship during a storm,” Marty answered. “In a tent in Saudi Arabia. Under my blanket as a kid when I was supposed to be doing my homework.”

“Marty,” I said, “that’s your lead.”

Perhaps nothing is harder about writing a feature-style story than showing in the lead and telling in the nut graph. Illustrate, then explain. Most writers do the reverse.

Avoid Yup leads

But if the price of entry to a feature story is a concrete lead, then abstract leads won’t do the job. Avoid dry, boring, abstract leads like:

Learn how to avoid Yup and Duh leads. >>>

You’re not still using the inverted pyramid … are you?

Prose is architecture, Ernest Hemingway famously said. It’s not interior design.

Are you building a compelling foundation for your PR pieces? Or are you still using structural techniques you learned when you were 19? NOT Your Father’s PR Writing — PR-writing workshop on Aug. 15

At NOT Your Father’s PR Writing — our media relations-writing workshop starting Aug. 15 — you’ll master a structure that’s been proven in the lab to increase readership, understanding, engagement and sharing.

Plus, you’ll steal structural tricks from Silver Anvil award winners, model lead approaches from The New York Times, and learn to build a better lead with our fill-in-the-blanks recipe.

Save up to $100 with our group discounts.

Register for NOT Your Father’s PR Writing — media relations-writing workshop on Aug. 15
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June 23, 2022

Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15

Save upto $100 with our group discounts.

Register for Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15
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Upcoming Workshops

Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15

NOT Your Father’s PR Writing - Ann Wylie's PR-writing workshop on Aug. 15-19

Rev Up Readability - Ann Wylie's tight-writing workshop on Sept. 19-23

Think Inside the Inbox - Ann Wylie's email-writing workshop on Oct. 17-21

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