Writing Standout Ledes

Jonathan Weisman of The Wall Street Journal offers readers a snappy, relevant and insightful lede in his article about federal budget cuts: "With the budget deficit soaring toward $2 trillion, the Department of Justice has figured out how to play its part: double-sided photocopying." He narrows a list of 77 cuts by focusing on items with which his audience can identify: one-sided photocopies, unused e-mail accounts. And he creates suspense and surprise all within one sentence.

Today’s Tip: Look for the outrageous example that will resonate with your audience; it might just be your lede.

You can also employ storytelling techniques such as irony and suspense. Weisman keeps his audience guessing -- but not too long -- until his third-paragraph nut graf.

If ledes trouble you, seek out a “lede coach.” Early in my career, my business editor teamed me with a veteran reporter known for his crafty ledes. After a few sessions and some major rewrites, I was ready to fly solo.