{"id":9814,"date":"2019-09-13T01:00:33","date_gmt":"2019-09-13T05:00:33","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=9814"},"modified":"2023-12-20T10:23:28","modified_gmt":"2023-12-20T14:23:28","slug":"feature-article-lead","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2019\/09\/feature-article-lead\/","title":{"rendered":"Why should you write feature article leads?"},"content":{"rendered":"<h2><em>The New York Times<\/em> runs 33% feature leads<\/h2>\n<p>New York&#8217;s Grey Lady isn&#8217;t so gray any more. Topping one-third of its stories with feature leads, <em>The New York Times<\/em> covers the world in living color.<\/p>\n<figure id=\"attachment_31279\" aria-describedby=\"caption-attachment-31279\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31279\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/09\/feature-article-lead\/feature-article-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png\" data-orig-size=\"456,300\" 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-article-lead\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead by example&lt;\/strong&gt; &lt;em&gt;The New York Times&lt;\/em&gt;\u00a0grabs reader attention with such feature leads as description, juicy details and examples. And, unlike you, it\u2019s a news organization. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/paper-boat-gm465041876-59459450&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by mshch&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead-300x197.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png\" alt=\"Feature article lead\" title=\"Feature article lead\" width=\"456\" height=\"300\" class=\"size-full wp-image-31279 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png 456w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead-300x197.png 300w\" data-sizes=\"(max-width: 456px) 100vw, 456px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 456px; --smush-placeholder-aspect-ratio: 456\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31279\" data-permalink=\"https:\/\/www.wyliecomm.com\/2019\/09\/feature-article-lead\/feature-article-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png\" data-orig-size=\"456,300\" 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-article-lead\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Lead by example&lt;\/strong&gt; &lt;em&gt;The New York Times&lt;\/em&gt;\u00a0grabs reader attention with such feature leads as description, juicy details and examples. And, unlike you, it\u2019s a news organization. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/paper-boat-gm465041876-59459450&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by mshch&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead-300x197.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png\" alt=\"Feature article lead\" title=\"Feature article lead\" width=\"456\" height=\"300\" class=\"size-full wp-image-31279\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead.png 456w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/09\/feature-article-lead-300x197.png 300w\" sizes=\"(max-width: 456px) 100vw, 456px\" \/><\/noscript><figcaption id=\"caption-attachment-31279\" class=\"wp-caption-text\"><strong>Lead by example<\/strong> <em>The New York Times<\/em>\u00a0grabs reader attention with such feature leads as description, juicy details and examples. And, unlike you, it\u2019s a news organization. <a href=\"https:\/\/www.istockphoto.com\/photo\/paper-boat-gm465041876-59459450\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by mshch<\/em><\/a><\/figcaption><\/figure>\n<p>Feature leads grab attention with concrete, creative, provocative details. In a recent edition, the <em>Times<\/em> brought 33% stories to life with feature lead approaches including:<\/p>\n<h3>1. Description<\/h3>\n<p><a class=\"\" title=\"Read it; feel it\" href=\"https:\/\/www.wyliecomm.com\/2018\/06\/why-description\/\" target=\"\" rel=\"noopener noreferrer\">Description lights up readers&#8217; brains \u2014 literally<\/a>.<\/p>\n<p>Let&#8217;s pause and ponder <em>that <\/em>for a minute too.<\/p>\n<p>For <a class=\"\" title=\"Description\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-make-writing-more-descriptive\/\" target=\"\" rel=\"noopener noreferrer\">description<\/a>, go to the scene and observe, using all five of your senses. Then recreate what you&#8217;ve experienced on the page, showing readers what they don&#8217;t ordinarily see, making them feel what they don&#8217;t normally feel.<\/p>\n<p><a class=\"\" title=\"Description\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-make-writing-more-descriptive\/\" target=\"\" rel=\"noopener noreferrer\">Description<\/a> topped the list of <em>The New York Times<\/em> feature lead approaches, with seven descriptive leads making up 8% of all leads in a recent edition.<\/p>\n<p>Matt A.V. Chaban uses description to start a story about how real estate development has stalled out in North Brooklyn, despite the boom elsewhere in the city.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/nyti.ms\/13qZOAa\" target=\"_blank\" rel=\"noopener noreferrer\">Instead of Tenants, It&#8217;s Cats, Trash and Little Progress for Brooklyn Project<\/a><\/strong><\/p>\n<p>The steel beams rise only six stories, not much for New York, but still they overshadow the neighboring rowhouses and warehouses, as the property-to-be in Brooklyn lunges toward the sky with the silent promise of higher rents.<\/p>\n<p>But beneath the girders and slabs at 55 Eckford Street are a few feet of weeds, littered with beer cans, plastic bags and a forlorn old microwave. Orange safety mesh hangs from the upper floors, like the tattered shroud of some neon ghost. For nearly a decade now, the property on the border between Greenpoint and Williamsburg has barely progressed, going quiet while the last real estate boom was still roaring.<\/p>\n<\/div>\n<p>Notice that feature leads aren&#8217;t just for feature stories. This lead, for instance, tops a business analysis.<\/p>\n<h3>2. Examples, for instances<\/h3>\n<p>Lead by <a class=\"\" title=\"Examples prove the rule\" href=\"https:\/\/www.wyliecomm.com\/2011\/11\/examples-prove-the-rule\/\" target=\"\" rel=\"noopener noreferrer\">example<\/a>: A pint of &#8220;for instances&#8221; is worth a gallon of abstraction.<\/p>\n<p>Darth Vader toothbrushes and <a class=\"\" title=\"Paint the schnauzer\" href=\"https:\/\/www.wyliecomm.com\/2022\/11\/how-to-interview-a-person-for-an-article\/\" target=\"\" rel=\"noopener noreferrer\">Pepto-Bismol-slathered schnauzers<\/a> change the pictures in people&#8217;s heads and move readers to act.<\/p>\n<p>Examples came in No. 2 of <em>The New York Times<\/em> feature lead approaches in a recent edition. Six &#8220;for instance&#8221; leads made up 7% of all the leads we reviewed.<\/p>\n<p>Ben Sisario uses examples to launch a story about radio&#8217;s hottest new format:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/www.nytimes.com\/2014\/12\/16\/business\/media\/classic-hip-hop-is-spreading-on-the-radio-dial.html\" target=\"_blank\" rel=\"noopener noreferrer\">Classic Hip-Hop Is Spreading on the Radio Dial<\/a><\/strong><\/p>\n<p>Oldies radio used to mean Johnny Mathis and the Four Seasons. Now it&#8217;s Tupac Shakur and LL Cool J.<\/p>\n<\/div>\n<h3>3. Juicy details<\/h3>\n<p><a class=\"locked\" title=\"Facts make your message tangible\" href=\"https:\/\/revvingupreadership.com\/2018\/04\/facts-make-your-message-tangible\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fun facts and juicy details<\/a> make your copy more vivid. <em>The New York Times<\/em> ran five juicy details leads \u2014 5% of all leads \u2014 in a recent edition.<\/p>\n<p>Michael Paulson uses juicy details to introduce a story about how local governments are taking an increasingly hard line on religious shop owners who refuse to serve gay customers:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/www.nytimes.com\/2014\/12\/16\/us\/cant-have-your-cake-gays-are-told-and-a-rights-battle-rises.html\" target=\"_blank\" rel=\"noopener noreferrer\">Can&#8217;t Have Your Cake, Gays Are Told, and a Rights Battle Rises<\/a><\/strong><\/p>\n<p>LAKEWOOD, Colo. \u2014 Jack Phillips is a baker whose evangelical Protestant faith informs his business. There are no Halloween treats in his bakery \u2014 he does not see devils and witches as a laughing matter. He will not make erotic-themed pastries \u2014 they offend his sense of morality. And he declines cake orders for same sex weddings because he believes Christianity teaches that homosexuality is wrong.<\/p>\n<\/div>\n<h3>4. Anecdote<\/h3>\n<p>When you need to win the hearts and minds of your readers, tell them a story. <a class=\"\" title=\"Storytelling\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/corporate-storytelling\/\" target=\"\" rel=\"noopener noreferrer\">Anecdote, narrative and other storytelling techniques<\/a> are the most powerful forms of human communication.<\/p>\n<p>The <em>Times<\/em> ran four anecdotal leads \u2014 5% of all leads \u2014 in a recent edition.<\/p>\n<p>Tatiana Schlossberg and Nina Bernstein use anecdote to start a story about the vulnerability of frail nursing home residents in New York state. There, rates of substandard care, neglect and abuse are high, according to national studies:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/www.nytimes.com\/2014\/12\/16\/nyregion\/death-in-bronx-shows-vulnerability-of-states-nursing-home-residents.html\" target=\"_blank\" rel=\"noopener noreferrer\">Death in Bronx Shows Vulnerability of State&#8217;s Nursing Home Residents<\/a><\/strong><\/p>\n<p>Unable to see clearly and afflicted with dementia, Frank Mercado, 77, depended completely on the care provided by the small nursing home in the Bronx where he had lived for four years. But last Monday, as Mr. Mercado cried for help, a veteran employee beat him to the ground, where he was impaled on a sharp metal protrusion from an overturned table, according to prosecutors.<\/p>\n<\/div>\n<h3>5. Compression of details<\/h3>\n<p>For <a class=\"\" title=\"Compress your copy\" href=\"https:\/\/www.wyliecomm.com\/2020\/11\/how-to-write-concisely-for-tight-copy\/\" target=\"\" rel=\"noopener noreferrer\">compression of details<\/a>, you list your most powerful details, squeeze them together in a paragraph, then polish them. Like squeezing together a lump of coal to make a diamond, compression of details condenses fascinating facts into a passage that&#8217;s more than the sum of its parts.<\/p>\n<p>The <em>Times<\/em> ran two compression-of-details leads \u2014 2% of all leads \u2014 in a recent edition.<\/p>\n<p>Claire Cain Miller compressed three details to introduce a story about new machines that can handle knowledge and service jobs, as well as factory and clerical work:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/www.nytimes.com\/2014\/12\/16\/upshot\/as-robots-grow-smarter-american-workers-struggle-to-keep-up.html\" target=\"_blank\" rel=\"noopener noreferrer\">As Robots Grow Smarter, American Workers Struggle to Keep Up<\/a><\/strong><\/p>\n<p>A machine that administers sedatives recently began treating patients at a Seattle hospital. At a Silicon Valley hotel, a bellhop robot delivers items to people&#8217;s rooms. Last spring, a software algorithm wrote a breaking news article about an earthquake that <em>The Los Angeles Times<\/em> published.<\/p>\n<\/div>\n<h3>6. Wordplay<\/h3>\n<p>Want to captivate your readers? Get the media to steal your sound bites? Make your message more eloquent and memorable? <a class=\"\" title=\"Wordplay\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/\" target=\"\" rel=\"noopener noreferrer\">Wordplay<\/a> can help.<\/p>\n<p>The <em>Times<\/em> ran two wordplay leads \u2014 that&#8217;s 2% of all leads \u2014 in a recent edition.<\/p>\n<p>Wordplay includes techniques like <a class=\"\" title=\"Alliteration\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/how-to-use-alliteration\/\">alliteration<\/a>, <a class=\"\" title=\"Balance\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/why-is-parallelism-important\/\">balance<\/a> and <a class=\"\" title=\"Rhyme\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/how-to-write-rhymes\/\">rhyme<\/a>. Matthew Goldstein used <a class=\"\" title=\"Twist of phrase\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-use-wordplay\/a-pun\/\">twist of phrase<\/a> in this lead for a story about a billionaire investor who managed to fend off a criminal insider trading investigation of himself. Now he&#8217;s looking for a former prosecutor and several agents from the Federal Bureau of Investigation to join his new $10 billion investment firm:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/dealbook.nytimes.com\/2014\/12\/15\/cohen-seeks-law-experts-for-fund\/?smid=pl-share&amp;_r=0\" target=\"_blank\" rel=\"noopener noreferrer\">Cohen Seeks Law Experts For Fund<\/a><\/strong><\/p>\n<p>Steven A. Cohen beat them, and now he wants them to join him.<\/p>\n<\/div>\n<h3>7. Metaphor<\/h3>\n<p>Human beings have always learned metaphorically: We add to our knowledge by comparing new concepts to those we already understand. Take computers: They have <em>desktops, files, folders, documents<\/em> and <em>notepads<\/em> \u2014 all analogies for things in offices.<\/p>\n<p>These analogies serve as shortcuts to understanding. So when you want to help your readers understand new, technical or complicated information, <a class=\"\" title=\"Metaphor\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/how-to-write-a-metaphor\/\">metaphor<\/a> is the answer.<\/p>\n<p>The <em>Times<\/em> ran two metaphor leads \u2014 that&#8217;s 2% of all leads \u2014 in a recent edition.<\/p>\n<p>Matthew L. Wald used metaphor to launch this story about how hundreds of scientists and engineers are looking at new kinds of nuclear reactors, intended to be safer, cheaper sources of energy worldwide:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/www.nytimes.com\/2014\/12\/16\/business\/energy-environment\/betting-on-the-need-scientists-work-on-lighter-cleaner-nuclear-energy.html\" target=\"_blank\" rel=\"noopener noreferrer\">Betting on the Need, Scientists Work on Lighter, Cleaner Nuclear Energy<\/a><\/strong><\/p>\n<p>IDAHO FALLS, Idaho \u2014 Filled with pits, seams and fissures, the images that Darin J. Tallman examined in a secure laboratory here looked like the surface of Mars. But they were extreme magnifications of slivers of an odd new material \u2014 half metal, half ceramic \u2014 that tolerates high heat with ease, and that several companies hope might form the basis of a new reactor technology.<\/p>\n<\/div>\n<h3>8. Human interest<\/h3>\n<p>It&#8217;s the \u201cPeer Principle of Persuasion\u201d: People connect with people.<\/p>\n<p>Readers find messages more readable, understandable and persuasive when your let a person stand for your point. So find a poster person and use <a class=\"\" title=\"Human interest\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/human-interest-stories\/\">human interest<\/a> for your leads.<\/p>\n<p>The <em>Times<\/em> ran one human-interest lead \u2014 that&#8217;s 1% of all leads \u2014 in a recent edition.<\/p>\n<p>Elisabeth Rosenthal used human interest to start this story about how &#8220;testing has become to the United States&#8217; medical system what liquor is to the hospitality industry: a profit center with large and often arbitrary markups&#8221;:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p><strong><a href=\"http:\/\/www.nytimes.com\/2014\/12\/16\/health\/the-odd-math-of-medical-tests-one-echocardiogram-two-prices-both-high.html\" target=\"_blank\" rel=\"noopener noreferrer\">The Odd Math of Medical Tests: One Scan, Two Prices, Both High<\/a><\/strong><\/p>\n<p>PRINCETON, N.J. \u2014 Len Charlap, a retired math professor, has had two outpatient echocardiograms in the past three years that scanned the valves of his heart. The first, performed by a technician at a community hospital near his home here in central New Jersey, lasted less than 30 minutes. The next, at a premier academic medical center in Boston, took three times as long and involved a cardiologist.<\/p>\n<\/div>\n<h3>Feature features.<\/h3>\n<p>Want to grab people&#8217;s attention and keep it for the long haul? Take a tip from <em>The New York Times<\/em> and run more <a class=\"\" title=\"Feature structure\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-organize-an-article\/feature-story-structure\/\">feature stories<\/a> and feature leads.<\/p>\n<p style=\"text-align: center; font-weight:bold;\">What can you steal from the newspaper of record&#8217;s approach to starting stories?<\/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>The New York Times runs 33% feature leads<\/p>\n","protected":false},"author":6,"featured_media":31279,"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":[374],"tags":[333,91,118,233],"class_list":{"0":"post-9814","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-feature-leads","8":"tag-feature-structure","9":"tag-model-the-masters","10":"tag-organizing-copy","11":"tag-story-structure","12":"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>Why should you write feature article leads?<\/title>\n<meta name=\"description\" content=\"Lead by example: The New York Times grabs reader attention with such feature leads as description, juicy details and examples. And, unlike you, it\u2019s a news organization.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2019\/09\/feature-article-lead\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why should you write feature article leads?\" \/>\n<meta property=\"og:description\" content=\"Lead by example: The New York Times grabs reader attention with such feature leads as description, juicy details and examples. 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