{"id":21509,"date":"2019-09-13T10:26:32","date_gmt":"2019-09-13T14:26:32","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21509"},"modified":"2023-12-20T10:24:14","modified_gmt":"2023-12-20T14:24:14","slug":"feature-lede","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2019\/09\/feature-lede\/","title":{"rendered":"Avoid abstraction in feature ledes"},"content":{"rendered":"<h2>Concrete leads are the price of entry for feature articles<\/h2>\n<p>I was training a group of magazine writers recently, when one brave soul, Marty, shared this lead:<\/p>\n<figure id=\"attachment_31304\" aria-describedby=\"caption-attachment-31304\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31304\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/09\/feature-lede\/feature-lede-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.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=\"feature-lede\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Show, don\u2019t tell&lt;\/strong&gt; When writing feature story leads, choose concrete details, not abstract ideas. You might try painting a picture or telling a story. But whatever you do, turn ideas into things. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/thinking-mans-head-had-idea-262508207&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by vchal&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.png\" alt=\"Feature lede\" title=\"Feature lede\" width=\"450\" height=\"300\" class=\"size-full wp-image-31304 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede-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=\"31304\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/09\/feature-lede\/feature-lede-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.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=\"feature-lede\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Show, don\u2019t tell&lt;\/strong&gt; When writing feature story leads, choose concrete details, not abstract ideas. You might try painting a picture or telling a story. But whatever you do, turn ideas into things. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/thinking-mans-head-had-idea-262508207&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by vchal&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.png\" alt=\"Feature lede\" title=\"Feature lede\" width=\"450\" height=\"300\" class=\"size-full wp-image-31304\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-lede-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31304\" class=\"wp-caption-text\"><strong>Show, don\u2019t tell<\/strong> When writing feature story leads, choose concrete details, not abstract ideas. You might try painting a picture or telling a story. But whatever you do, turn ideas into things. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/thinking-mans-head-had-idea-262508207\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by vchal<\/em><\/a><\/figcaption><\/figure>\n<h5 class=\"standalone\">As someone who\u2019s built build models in some exotic places, I know it\u2019s easier when you have a special modeling studio.<\/h5>\n<p>\u201cHmmm \u2026,\u201d I said, \u201cExotic places, huh? Where are some of the most exotic places you\u2019ve built models?\u201d<\/p>\n<p>\u201cOn a battleship during a storm,\u201d Marty answered. \u201cIn a tent in Saudi Arabia. Under my blanket as a kid when I was supposed to be doing my homework.\u201d<\/p>\n<p>\u201cMarty,\u201d I said, \u201c<em>that\u2019s<\/em> your lead.\u201d<\/p>\n<p>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.<\/p>\n<h3>Avoid <em>Yup<\/em> leads.<\/h3>\n<p>But if the price of entry to a feature story is a concrete lead, then abstract leads won\u2019t do the job. Avoid dry, boring, abstract leads like:<\/p>\n<h5 class=\"standalone\">In agriculture and the general economy, change can happen fast, and when it does, the ripples are often felt in the value of collateral.<\/h5>\n<p>I call these <em>Yup leads<\/em>, as in, <em>Yup! I\u2019m sure that\u2019s true \u2014 I just don\u2019t want to know any more about it! <\/em><\/p>\n<p>And:<\/p>\n<h5 class=\"standalone\">Our industry is in the midst of a major transformation, and no one is closer to this than you.<\/h5>\n<p>And:<\/p>\n<h5 class=\"standalone\">Our industry is facing problems that are already affecting our ability to provide good, reliable air transportation service. There are problems that must be addressed and must be addressed now.<\/h5>\n<p>And:<\/p>\n<h5 class=\"standalone\">The topic of energy, and the role of natural gas in the U.S. energy picture is both complex and fascinating.<\/h5>\n<p>For gosh sakes, don\u2019t <em>tell<\/em> me it\u2019s fascinating. Fascinate me!<\/p>\n<h3>Avoid <em>Duh <\/em>leads.<\/h3>\n<p>Another subset of abstract leads are <em>Duh <\/em>leads. They\u2019re patronizing as well as dull. These leads trigger the <em>Duh <\/em>reflex:<\/p>\n<h5 class=\"standalone\">Work on a new company doesn\u2019t end once you\u2019ve launched the business.<\/h5>\n<p>Oh, really? I thought I\u2019d slap a logo on the door and wait for the cash to flood in.<\/p>\n<h5 class=\"standalone\">As our business continues to transform, our success depends on our ability to sustain great performance.<\/h5>\n<p><strong><em>Great <\/em><\/strong>performance! Good to know! I was planning on going the other direction, so it\u2019s nice to get the clarification.<\/p>\n<h5 class=\"standalone\">Summer is here!<\/h5>\n<p>Thanks for telling me! My cubicle doesn\u2019t have a window, so I count on the employee newsletter to alert me to what season it is.<\/p>\n<p>If your lead triggers your readers\u2019 \u201cduh\u201d reflex, write another lead.<\/p>\n<h3>Turn ideas into things.<\/h3>\n<p>Abstract leads like these focus on ideas. But, as American poet William Carlos Williams counseled, readers understand \u201cno ideas but in things.\u201d<\/p>\n<p>The communicator\u2019s job, then, is to turn ideas into things. Don\u2019t start wide, then go granular. Lead with the specifics, then expand into generalities. Show in the lead; tell in the nut graph.<\/p>\n<h3>Check your lead.<\/h3>\n<p>Does your lead show or tell?<\/p>\n<ol>\n<li><strong>Is your lead concrete? <\/strong>Can you see it, taste it, smell it, feel it, hear it? Or is it a startling statistic? If not, chances are, it\u2019s abstract.<\/li>\n<li><strong>Do your eyes roll back in your head as you read this lead? <\/strong>Do you feel at once bored and patronized? If so, it may be a <em>Yup <\/em>or a <em>Duh <\/em><\/li>\n<li><strong>How can you turn your idea into a thing? <\/strong>How can you illustrate your idea \u2014 instead of just telling about it \u2014\u00a0with these <a href=\"https:\/\/revvingupreadership.com\/writing\/how-to-organize-an-article\/feature-story-structure\/feature-lead\/types-of-feature-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 types of concrete, creative and provocative leads to try<\/a>:\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/12\/good-feature-leads\/\" target=\"\" rel=\"noopener noreferrer\"><strong>Anecdotal leads<\/strong><\/a>: To draw readers in, tell them a story.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2019\/09\/descriptive-feature-lead-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Descriptive leads<\/strong><\/a>: Take readers to the scene by painting a picture.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2019\/09\/feature-story-lead\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Human interest<\/strong><\/a>: Find a poster person to make your point.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2019\/09\/feature-story-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Juicy details<\/strong><\/a>: Color readers interested with fun facts.<\/li>\n<li><a href=\"https:\/\/revvingupreadership.com\/2019\/09\/how-to-write-a-feature-lead\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Metaphor<\/strong><\/a>: Clarify complex concepts with comparisons.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/12\/how-to-write-a-good-feature-lead\/\" target=\"\" rel=\"noopener noreferrer\"><strong>How to write a good feature lead with statistics<\/strong><\/a>: \tProve it with a data point<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/\" target=\"\" rel=\"noopener noreferrer\"><strong>Wordplay<\/strong><\/a>: Surprise and delight your readers.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3>Feature leads are concrete.<\/h3>\n<p>You\u2019re not covering the police officers\u2019 beat for the daily news. You\u2019re not handling news writing for <em>The New York Times. <\/em>Most of the time, you\u2019re writing feature stories.<\/p>\n<p>So give those feature articles solid feature leads. Make them concrete, not abstract. Show, don\u2019t tell.<\/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 xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Concrete leads are the price of entry for feature articles<\/p>\n","protected":false},"author":6,"featured_media":31304,"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":[45],"tags":[],"class_list":{"0":"post-21509","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"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>Avoid abstraction in feature ledes<\/title>\n<meta name=\"description\" content=\"Show, don\u2019t tell: When writing feature story leads, choose concrete details, not abstract ideas. 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