{"id":21456,"date":"2019-09-13T03:55:22","date_gmt":"2019-09-13T07:55:22","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21456"},"modified":"2023-12-20T10:23:43","modified_gmt":"2023-12-20T14:23:43","slug":"good-feature-leads","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2019\/09\/good-feature-leads\/","title":{"rendered":"Anecdotes make good feature leads"},"content":{"rendered":"<h2>To draw readers in, tell them a story<\/h2>\n<p>Here\u2019s how Korbel Champagne Cellars topped a PRSA Silver Anvil Award-winning pitch:<\/p>\n<h5 class=\"standalone\">Have you heard about the guy who mowed \u201cWill You Marry Me?\u201d into his lawn? How about the practical joker who \u201caccidentally\u201d dropped a fake diamond ring overboard, only to watch his girlfriend jump off their sailboat to retrieve it?<\/h5>\n<figure id=\"attachment_31286\" aria-describedby=\"caption-attachment-31286\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31286\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/09\/good-feature-leads\/good-feature-leads-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"good-feature-leads\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tell a tale&lt;\/strong&gt; When writing features stories rather than breaking news, set the tone with anecdotal leads. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/portrait-of-a-happy-young-woman-full-of-joy-holding-a-book-gm964955312-263392474&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by CarlosDavid.org&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png\" alt=\"Good feature leads\" title=\"Good feature leads\" width=\"450\" height=\"300\" class=\"size-full wp-image-31286 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31286\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/09\/good-feature-leads\/good-feature-leads-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"good-feature-leads\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tell a tale&lt;\/strong&gt; When writing features stories rather than breaking news, set the tone with anecdotal leads. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/portrait-of-a-happy-young-woman-full-of-joy-holding-a-book-gm964955312-263392474&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by CarlosDavid.org&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png\" alt=\"Good feature leads\" title=\"Good feature leads\" width=\"450\" height=\"300\" class=\"size-full wp-image-31286\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/08\/good-feature-leads-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31286\" class=\"wp-caption-text\"><strong>Tell a tale<\/strong> When writing features stories rather than breaking news, set the tone with anecdotal leads. <a href=\"https:\/\/www.istockphoto.com\/photo\/portrait-of-a-happy-young-woman-full-of-joy-holding-a-book-gm964955312-263392474\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by CarlosDavid.org<\/em><\/a><\/figcaption><\/figure>\n<p>Storytelling is the most powerful form of human communication, according to Peg C. Neuhauser, author of <em>Corporate Legends and Lore<\/em>. No wonder anecdotal leads are so effective. If you need to win the hearts and minds of your audience members, tell them a story.<\/p>\n<p>Here are four ways to find stories for your leads:<\/p>\n<h3>1. Look for moments of truth.<\/h3>\n<p>Find the Aha! moment \u2014 aka the moment of truth or desk-pounding moment. Here\u2019s how Eastman Chemical Company launched an annual report feature:<\/p>\n<p>Let&#8217;s pause and ponder <em>that <\/em>for a minute too.<\/p>\n<h5 class=\"standalone\">Alone in his laboratory on a snowy evening the week before Christmas, Dr. John Monnier observed unexpected peaks on the readout of his gas chromatograph.<\/h5>\n<h5 class=\"standalone\">\u201cI thought the equipment was broken,\u201d he recalls.<\/h5>\n<h5 class=\"standalone\">Instead, the Illinois farm boy was seeing evidence of the discovery of a lifetime. He had found a low-cost route to epoxybutene, a building block for scores of industrial, specialty, and fine chemicals.<\/h5>\n<h3>2. Grab a story from the headlines \u2026<\/h3>\n<p>Or the comic pages. Here\u2019s the <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/feature-leads\/\">lead<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/nut-graph\/\">nut graph<\/a> and <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/background-section\/\">background section<\/a> for a Sprint <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/\">feature article<\/a> about an overworked facilities management team:<\/p>\n<h5 class=\"standalone\">When Karen Hand saw the \u201cDilbert\u201d cartoon that pictured employees hanging from the walls by Velcro, she laughed. Then she thought: \u201cHmmm \u2026 wonder if that would work?\u201d<\/h5>\n<h5 class=\"standalone\">Hand and the rest of the Facilities team have tried just about everything else to find space for the growing number of associates at Sprint Spectrum. We\u2019ve soared from 50 to 1,500 associates in a year, and we\u2019re likely to exceed 4,000 by year-end.<\/h5>\n<h5 class=\"standalone\">\u201cHead count is a moving target,\u201d says Hand, manager of Facilities and Administration. \u201cWe want everyone in the company to have a comfortable, efficient place to work. But some days it feels like we\u2019re just packing and stacking.\u201d<\/h5>\n<h3>3. \u2026 Or from the history books.<\/h3>\n<p>One place to find existing stories is in the history of your topic. Specifically, look for the moment of discovery, or the \u201caha!\u201d moment.<\/p>\n<p>Richard Preston told this historical anecdote for <em>Demon in the Freezer<\/em>, his exhaustive book on the topic:<\/p>\n<h5 class=\"standalone\">In the late seventeen-hundreds, the English country doctor Edward Jenner noticed that dairymaids who had contracted cowpox from cows seemed to be protected from catching smallpox, and he thought he would do an experiment.<\/h5>\n<h5 class=\"standalone\">Cowpox (it probably lives in rodents, and only occasionally infects cows) produced a mild disease.<\/h5>\n<h5 class=\"standalone\">On May 14, 1796, Jenner scratched the arm of a boy named James Phipps, introducing into the boy\u2019s arm a droplet of cowpox pus that he\u2019d taken from a blister on the hand of a dairy worker named Sarah Nelmes.<\/h5>\n<h5 class=\"standalone\">A few months later, he scratched the boy\u2019s arm with deadly pus he had taken from a smallpox patient, and the boy didn\u2019t come down with smallpox. The boy had become immune.<\/h5>\n<h5 class=\"standalone\">Jenner had discovered what he called vaccination, after the Latin word for cow.<\/h5>\n<h3>4. Try a scenario.<\/h3>\n<p>Fred Shlapak needed to explain Motorola\u2019s plans for embedded electronic systems to an audience of non-techies. So the senior vice president of Motorola SPS created a scenario to show his products in action:<\/p>\n<h5 class=\"standalone\">You might start your day by waking to a digital clock that is powered by a Motorola microcontroller.<\/h5>\n<h5 class=\"standalone\">From there, you would grab your electric shaver \u2014 another device driven by DigitalDNA.<\/h5>\n<h5 class=\"standalone\">Next, you make your way to the kitchen, where Motorola embedded systems control your microwave, coffee maker, refrigerator and dishwasher.<\/h5>\n<h5 class=\"standalone\">On your way out the door, you grab your cell phone and check your email on a DigitalDNA-powered network.<\/h5>\n<h5 class=\"standalone\">Embedded systems surround you, and you haven\u2019t even made it to your car.<\/h5>\n<h3>Win hearts and minds through storytelling.<\/h3>\n<p>Want to grab attention and move people to act? Steal a tip from Pulitzer Prize-winning feature articles and tell readers a story.<\/p>\n<div id='MMC-Leads' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-80\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Hook readers with great leads<\/h3>\r\n\t\r\n<p>You\u2019re not still packing all of the Ws into the first paragraph, are you? Cranking out \u201cXYZ Company today announced \u2026\u201d leads? If so, your News Writing 101 class called and wants its leads back!<\/p>\r\n\t\r\n<p>To win today\u2019s fierce competition for your readers\u2019 attention, you need more sophisticated, nuanced leads \u2014 not the approaches you learned when you were 19.<\/p>\r\n\t\r\n<p>Learn how to hook readers with great leads at our <a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>lead-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect 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story<\/p>\n","protected":false},"author":6,"featured_media":31286,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[298],"tags":[280,240,148],"class_list":{"0":"post-21456","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-feature-structure","8":"tag-anecdotes","9":"tag-headlines","10":"tag-leads","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Anecdotes make good feature leads<\/title>\n<meta name=\"description\" content=\"Tell a tale: When writing 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