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from training.npr.org: https://training.npr.org/2016/10/12/leads-are-hard-heres-how-to-write-a-good-one/

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A good lead is everything — here's how to write one

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(Deborah Lee/NPR)

I can’t think of a better way to start a post about leads than with this:

“The most important sentence in any article is the first one. If it doesn’t induce the reader to proceed to the second sentence, your article is dead.” — William Zinsser, On Writing Well

No one wants a dead article! A story that goes unread is pointless. The lead is the introduction — the first sentences — that should pique your readers’ interest and curiosity. And it shouldn’t be the same as your radio intro, which t ells listeners what the story is about and why they should care. In a written story, that’s the function of the “nut graph” (which will be the subject of a future post) — not the lead.

The journalism lead’s  main job (I’m personally fond of the  nostalgic spelling , “lede,” that derives from the bygone days of typesetting when newspaper folks needed to differentiate the lead of a story from the  lead  of hot type) is to make the reader want to stay and spend some precious time with whatever you’ve written. It sets the tone and pace and direction for everything that follows. It is the puzzle piece on which the rest of the story depends. To that end, please write your lead first — don’t undermine it by going back and thinking of one to slap on after you’ve finished writing the rest of the story.

Coming up with a good lead is hard. Even the most experienced and distinguished writers know this. No less a writer than John McPhee has called it “ the hardest part of a story to write.” But in return for all your effort, a good lead will do a lot of work for you — most importantly, it will make your readers eager to stay awhile.

There are many different ways to start a story. Some examples of the most common leads are highlighted below. Sometimes they overlap. (Note: These are not terms of art.)

Straight news lead

Just the facts, please, and even better if interesting details and context are packed in. This kind of lead works well for hard news and breaking news.

Some examples:

“After mass street protests in Poland, legislators with the country’s ruling party have abruptly reversed their positions and voted against a proposal to completely ban abortion.” (By NPR’s Camila Domonoske )

“The European Parliament voted Tuesday to ratify the landmark Paris climate accord, paving the way for the international plan to curb greenhouse gas emissions to become binding as soon as the end of this week.” (By NPR’s Rebecca Hersher )

“The United States announced it is suspending efforts to revive a cease-fire in Syria, blaming Russia’s support for a new round of airstrikes in the city of Aleppo.” (By NPR’s Richard Gonzales )

All three leads sum up the news in a straightforward, clear way — in a single sentence. They also hint at the broader context in which the news occurred.

Anecdotal lead

This type of lead uses an anecdote to illustrate what the story is about.

Here’s a powerful anecdotal lead to a story about Brazil’s murder rate and gun laws by NPR’s Lulu Garcia-Navarro :

“At the dilapidated morgue in the northern Brazilian city of Natal, Director Marcos Brandao walks over the blood-smeared floor to where the corpses are kept. He points out the labels attached to the bright metal doors, counting out loud. It has not been a particularly bad night, yet there are nine shooting victims in cold storage.”

We understand right away that the story will be about a high rate of gun-related murder in Brazil. And this is a much more vivid and gripping way of conveying it than if Lulu had simply stated that the rate of gun violence is high.

Lulu also does a great job setting the scene. Which leads us to …

Scene-setting lead

Byrd Pinkerton, a 2016 NPR intern, didn’t set foot in this obscure scholarly haven , but you’d never guess it from the way she draws readers into her story:

“On the second floor of an old Bavarian palace in Munich, Germany, there’s a library with high ceilings, a distinctly bookish smell and one of the world’s most extensive collections of Latin texts. About 20 researchers from all over the world work in small offices around the room.”

This scene-setting is just one benefit of Byrd’s thorough reporting. We even get a hint of how the place smells.

First-person lead

The first-person lead should be used sparingly. It means you, the writer, are immediately a character in your own story. For purists, this is not a comfortable position. Why should a reader be interested in you? You need to make sure your first-person presence is essential — because you experienced something or have a valuable contribution and perspective that justifies conveying the story explicitly through your own eyes. Just make sure you are bringing your readers along with you.

Here, in the spirit of first-personhood, is an example from one of my own stories :

“For many of us, Sept. 11, 2001, is one of those touchstone dates — we remember exactly where we were when we heard that the planes hit the World Trade Center and the Pentagon. I was in Afghanistan.”

On a historic date, I was in a place where very few Americans were present, meaning I’m able to serve as a guide to that place and time. Rather than stating I was in Afghanistan in the first sentence, I tried to draw in readers by reminding them that the memory of Sept. 11 is something many of us share in common, regardless of where we were that day.

Observational lead

This kind of lead steps back to make an authoritative observation about the story and its broader context. For it to work, you need to understand not just the immediate piece you’re writing, but also the big picture. These are useful for stories running a day or more after the news breaks.

Here’s one by the Washington Post’s Karen Tumulty , a political reporter with decades of experience:

“At the lowest point of Donald Trump’s quest for the presidency, the Republican nominee might have brought in a political handyman to sand his edges. Instead, he put his campaign in the hands of a true believer who promises to amplify the GOP nominee’s nationalist message and reinforce his populist impulses.”

And here’s another by NPR’s Camila Domonoske , who knows her literary stuff, juxtaposing the mundane (taxes) with the highbrow (literary criticism):

“Tax records and literary criticism are strange bedfellows. But over the weekend, the two combined and brought into the world a literary controversy — call it the Ferrante Furor of 2016.”

Zinger lead

Edna Buchanan, the legendary, Pulitzer Prize-winning crime reporter for the Miami Herald , once said that a good lead should make a reader sitting at breakfast with his wife “spit out his coffee, clutch his chest and say, ‘My god, Martha. Did you read this?’”

That’s as good a definition as any of a “zinger” lead. These are a couple of Buchanan’s:

“His last meal was worth $30,000 and it killed him.” (A man died while trying to smuggle cocaine-filled condoms in his gut.)

“Bad things happen to the husbands of Widow Elkin.” (Ms. Elkin, as you might surmise, was suspected of bumping off her spouses.)

After Ryan Lochte’s post-Olympic Games, out-of-the-water escapades in Rio, Sally Jenkins, writing in the Washington Post , unleashed this zinger:

“Ryan Lochte is the dumbest bell that ever rang.”

Roy Peter Clark, of the Poynter Institute,  deconstructs Jenkins’ column here , praising her “short laser blast of a lead that captures the tone and message of the piece.”

Here are a few notes on things to avoid when writing leads:

• Clichés and terrible puns. This goes for any part of your story, and never more so than in the lead. Terrible puns aren’t just the ones that make a reader groan — they’re in bad taste, inappropriate in tone or both. Here’s one example .
• Long, rambling sentences. Don’t try to cram way too much information into one sentence or digress and meander or become repetitive. Clarity and simplicity rule.
• Straining to be clever. Don’t write a lead that sounds better than it means or promises more than it can deliver. You want your reader to keep reading, not to stop and figure out something that sounds smart but is actually not very meaningful. Here’s John McPhee again: “A lead should not be cheap, flashy, meretricious, blaring: After a tremendous fanfare of verbal trumpets, a mouse comes out of a hole, blinking.”
• Saying someone “could never have predicted.” It’s not an informative observation to say someone “could never have imagined” the twists and turns his or her life would take. Of course they couldn’t! It’s better to give the reader something concrete and interesting about that person instead.
• The weather . Unless your story is about the weather, the weather plays a direct role in it or it’s essential for setting the scene, it doesn’t belong in the lead. Here’s a story about Donald Trump’s financial dealings that would have lost nothing if the first, weather-referenced sentence had been omitted.

One secret to a good lead

Finally, good reporting will lead to good leads. If your reporting is incomplete, that will often show up in a weak lead. If you find yourself struggling to come up with a decent lead or your lead just doesn’t seem strong, make sure your reporting is thorough and there aren’t unanswered questions or missing details and points. If you’ve reported your story well, your lead will reflect this.

Further reading:

• A Poynter roundup of bad leads
• A classic New Yorker story by Calvin Trillin with a great lead about one of Buchanan’s best-known leads.
• A long read by John McPhee , discussing, among other things, “fighting fear and panic, because I had no idea where or how to begin a piece of writing for The New Yorker .” It happens to everyone!

Hannah Bloch is a digital editor for international news at NPR.

Editing & Structure Reporting Writing & Voice

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How to Write a Lead: 10 Do’s, 10 Don’ts, 10 Good Examples

• Written By Megan Krause
• Updated: May 21, 2024

All the best stories have a hook that pulls you in and all great content starts with a great lead.

Good leads capture the essence of the who , what , when , where , why , and how — but without giving away the entire show. The best leads are enticing. The beckon, promising the reader their time will be well-spent and sets the tone and direction of the piece.

What is Lead Writing?

Old-school reporting ace and author of ‘The Word: An Associated Press Guide to Good News Writing,’ Jack Cappon, rightly called lead writing “the agony of square one.” A lot is hinging on your lead. From it, readers will decide whether or not they’ll continue investing time and energy into your content or jump ship. And with our culture’s currently short attention spans and patience, if your content doesn’t hook people up front, they’ll bolt. The “back” button is just a thumbtap away.

So, let’s break down the types of leads, which ones you should be writing, and the top 10 do’s and don’ts. We’ll get you hooking customers in no time.

Two Types of Leads

There are two main types of leads and many, many variations thereof. They are:

The summary lead

Most often found in straight news reports, this is the trusty inverted pyramid lead we learned about in Journalism 101. It sums up the situation succinctly, giving the reader the most important facts first. In this type of lead, you want to determine which aspect of the story — who, what, when, where, why, and how — is most important to the reader and present those facts.

An alleged virgin gave birth to a son in a barn just outside of Bethlehem last night. Claiming a celestial body guided them to the site, magi attending the birth say the boy will one day be king. Herod has not commented.

A creative or descriptive lead

This can be an anecdote, an observation, a quirky fact, or a funny story, among other things. Better suited to feature stories and blog posts, these leads are designed to pique readers’ curiosity and draw them into the story. If you go this route, make sure to provide broader detail and context in the few sentences following your lead. A creative lead is great — just don’t make your reader hunt for what the story’s about much after it.

Mary didn’t want to pay taxes anyway.

A note about the question lead.  A variation of the creative lead, the question lead is just what it sounds like: leading with a question. Most editors (myself included) don’t like this type of lead. It’s lazy writing. People are reading your content to get answers, not to be asked anything. It feels like a cop-out, like a writer couldn’t think of a compelling way to start the piece. Do you want to learn more about the recent virgin birth?  Well duh, that’s why I clicked in here in the first place.

Is there no exception?  Sure there is. If you can make your question lead provocative, go for it — Do you  think you have it bad? This lady just gave birth in a barn  — just know that this is accomplished rarely.

Which Type of Lead Should You Write?

This depends on a few factors. Ask yourself:

Who is your audience?

Tax attorneys looking for recent changes in the law don’t want to wade through your witty repartee about the IRS, just as millennials searching for craft beer recipes don’t want to read a technical discourse on the fermentation process. Tailor your words to those reading the post.

Where will this article be published?

Match the site’s tone and language. There are some things you can get away with on  Vice.com  that would be your demise on the  Chronicle of Higher Education .

What are you writing about?

Certain topics naturally lend themselves to creativity, while others beg for a “Just the facts, ma’am” presentation. Writing about aromatherapy for a yoga blog gives you a little more leeway than writing about investment tips for a retirement blog.

Lead Writing: Top 10 do’s

1. determine your hook..

Look at the 5 Ws and 1 H. Why are readers clicking on this content? What problem are they trying to solve? What’s new or different? Determine which aspects are most relevant and important, and lead with that.

2. Be clear and succinct.

Simple language is best. Mark Twain said it best: “Don’t use a five-dollar word when a fifty-cent word will do.”

3. Write in the active voice.

Use strong verbs and decided language. Compare “Dog bites man” to “A man was bitten by a dog” — the passive voice is timid and bland (for the record, Stephen King feels the same way).

4. Address the reader as “you.”

This is the writer’s equivalent to breaking the fourth wall in theatre, and while some editors will disagree with me on this one, we stand by it. People know you’re writing to them. Not only is it OK to address them as such, we think it helps create a personal connection with them.

5. Put attribution second.

What’s the nugget, the little gem you’re trying to impart? Put that information first, and then follow it up with who said it. The “according to” part is almost always secondary to what he or she actually said.

6. Go short and punchy.

Take my recent lead for  this Marketing Land post : “Freelance writers like working with me. Seriously, they do.” Short and sweet makes the reader want to know where you’re going with that.

7. If you’re stuck, find a relevant stat.

If you’re trying to be clever or punchy or brilliant, and it’s just not happening, search for an interesting stat related to your topic and lead with that. This is especially effective if the stat is unusual or unexpected, as in, “A whopping 80 percent of Americans are in debt.”

8. Or, start with a story.

If beginning with a stat or fact isn’t working for your lead, try leading with an anecdote instead. People absorb data, but they  feel  stories. Here’s an  example of an anecdotal lead that works great in a crime story: “It’s just after 11 p.m., and Houston police officer Al Leonard has his gun drawn as the elderly black man approaches the patrol car. The 9mm pistol is out of sight, pointing through the car door. Leonard rolls down his window and casually greets the man. ‘What can I do for you?'” You want to know what happens next, don’t you?

9. Borrow this literary tactic.

Every good story has these three elements : a hero we relate to, a challenge (or villain) we fear, and an ensuing struggle. Find these elements in the story you’re writing and lead with one of those.

10. When you’re staring at a blank screen.

Just start. Start writing anything. Start in the middle of your story. Once you begin, you can usually find your lead buried a few paragraphs down in this “get-going” copy. Your lead is in there — you just need to cut away the other stuff first.

Lead Writing: Top 10 don’ts

1. don’t make your readers work too hard..

Also known as “burying the lead,” this happens when you take too long to make your point. It’s fine to take a little creative license, but if readers can’t figure out relatively quickly what your article is about, they’ll bounce.

2. Don’t try to include too much.

Does your lead contain too many of the 5 Ws and H? Don’t try to jam everything in there — you’ll overwhelm the reader.

3. Don’t start sentences with “there is” or “there are” constructions.

It’s not wrong, but similar to our question lead, it’s lazy, boring writing.

4. Don’t be cliche.

We beg of you .

5. Don’t have any errors.

Include typos or grammatical errors, and it’s game over — you’ve lost the reader.

6. Don’t say anything is “right around the corner.”

Just trust us. We’ve seen it used way too much. “Valentine’s Day is right around the corner,” “The first day of school is right around the corner,” Mother’s Day sales are right around the corner” … Zzzz.  Boring .

7. Don’t make puns. Even ironically.

It’s an old example but it proves the point. From a Huffington Post story about a huge swastika found painted on the bottom of a swimming pool in Brazil: “Authorities did Nazi this coming.” Boo. Absolutely not. Don’t make the reader groan.

8. Don’t state the obvious.

Don’t tell readers what they already know. We call it “water is wet” writing. Some examples: “The internet provides an immense source of useful information.” “Today’s digital landscape is moving fast.” Really! You don’t say?

9. Don’t cite the dictionary.

“Merriam-Webster defines marketing as…” This is the close cousin of “water is wet” writing. It’s a better tactic for essay-writing middle-schoolers. Don’t do this.

10. Don’t imagine anything. You are not John Lennon.

“Imagine a world where everyone recycled,” “Imagine how good it must feel to save a life,” “Imagine receiving a $1,000 tip from your favorite customer on Christmas Eve.” Imagine we retired this hackneyed, worn-out lead.

10 Worthy Examples of Good Lead Writing

1. short and simple..

Edna Buchanan, the Pulitzer Prize-winning crime reporter for The Miami Herald, wrote a story about an ex-con named Gary Robinson. One drunken night in the ‘80s, Robinson stumbled into a Church’s Chicken, where he was told there was no fried chicken, only nuggets. He decked the woman at the counter, and in the ensuing melee, he was shot by a security guard. Buchanan’s lead:

Gary Robinson died hungry.

2. Ooh, tell me more.

A 2010 piece in the New York Times co-authored by Sabrina Tavernise and Dan Froschjune begins:

An ailing, middle-age construction worker from Colorado, on a self-proclaimed mission to help American troops, armed himself with a dagger, a pistol, a sword, Christian texts, hashish and night-vision goggles and headed to the lawless tribal areas near the border of Afghanistan and Pakistan to personally hunt down Osama bin Laden.

3. Meanwhile, at San Quentin.

From the 1992 story titled, “After Life of Violence Harris Goes Peacefully,” written by Sam Stanton for The Sacramento Bee:

In the end, Robert Alton Harris seemed determined to go peacefully, a trait that had eluded him in the 39 violent and abusive years he spent on earth.

Remember Olympic jerk Ryan Lochte, the American swimmer who lied to Brazilian authorities about being robbed at gunpoint while in Rio for 2016 games? Sally Jenkins’  story on Lochte  for The Washington Post begins:

Ryan Lochte is the dumbest bell that ever rang.

5. An oldie but man, what a goodie.

This beautiful lead is from Shirley Povich’s 1956 story in The Washington Post & Times Herald about a pitcher’s perfect game:

The million‑to‑one shot came in. Hell froze over. A month of Sundays hit the calendar. Don Larsen today pitched a no-­hit, no‑run, no‑man‑reach‑first game in a World Series.

6. Dialogue lead.

Diana Marcum wrote this  compelling lead for the Los Angeles Times , perfectly capturing the bleakness of the California drought in 2014:

The two fieldworkers scraped hoes over weeds that weren’t there. “Let us pretend we see many weeds,” Francisco Galvez told his friend Rafael. That way, maybe they’d get a full week’s work.

7. The staccato lead.

Ditto; we found this one in an online journalism quiz , but can’t track the source. It reads like the first scene of a movie script:

Midnight on the bridge… a scream… a shot… a splash… a second shot… a third shot. This morning, police recovered the bodies of Mr. and Mrs. R. E. Murphy, estranged couple, from the Snake River. A bullet wound was found in the temple of each.

8. Hey, that’s us.

Sure, we’ll include our own former Dear Megan column  railing against exclamation points:

This week’s question comes to us from one of my kids, who will remain nameless because neither wants to appear in a dorky grammar blog written by their uncool (but incredibly good-looking) mom. I will oblige this request for anonymity because, despite my repeated claims about how lucky they are to have me, apparently I ruin their lives on a semi-regular basis. Why add to their torment by naming them here? I have so many other ways I’d rather torment them.

9. The punch lead.

From numerous next-day reports following the Kennedy assassination:

The president is dead.

10. Near perfection.

Finally, this lead comes from a 1968 New York Times piece written by Mark Hawthorne. It was recently featured  in the writer’s obituary :

A 17-year-old boy chased his pet squirrel up a tree in Washington Square Park yesterday afternoon, touching off a series of incidents in which 22 persons were arrested and eight persons, including five policemen, were injured.

Time to Put That Lead Writing to Good Use

Alright, now that you’ve read this article, you’re going to be hooking readers left and right with captivating leads. What’s next? Well, if you want to showcase your new skills while working with top brands, join our Talent Network . We’ll match you with companies that fit your talent and expertise to take your career to the next level.

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In This Post:

How to write a lead: 9 ways to nail your opening.

The lead, also spelled lede, is the all-important opening of your article. Here’s what to know.

The lead can refer to an opening section, paragraph, or sentence of a written piece.

I enrolled in night school at UCLA because I wanted to develop my skills with something other than an online course. I’m a little burnt out on online courses and the funnels that sell them. I’ve been buying courses for eight years and not finishing them for nine. And I felt ready to learn from more seasoned experts — professors and editors who had decades of experience under their belts.

The UCLA night school building sits on the edge of campus in Westwood, about half a mile from the intersection of Sepulveda and Santa Monica boulevards. When I showed up to class, I sat alongside a dozen other adults ranging in age from 19 to 65 as our teacher handed out the first writing exercise.

“This is the most important skill you will learn in journalism school,” he said.

The assignment was to write a lead. Sometimes misspelled “lede” for journalism shorthand, a lead is a single sentence, paragraph, or section that summarizes the who, what, where, when, why, and how of your story.

Think of leads as being like movie trailers. You get a sense of what the movie is about, yet the teaser leaves you wanting more. There are also many variations on the lead — there is something for everyone.

Headlines are vital for successful content marketing , but to keep readers or viewers intrigued, you need a great lead, too. Here’s how this classic journalism technique can help you reach your goals.

Table of Contents

What is a lead (lede), types of leads for writing online, how to write a lead: best practices to consider, when should you write the lead for your news story, practice writing great leads today.

Before delving into the intricacies of a lead, it’s crucial to understand its purpose.

The lead is the opening paragraph or sentence of an article, designed to capture readers’ attention and entice them to continue reading. A well-crafted lead sets the tone for the rest of your writing and serves as a guide for the reader, highlighting the main points and generating curiosity.

In news, a lede serves readers by communicating what they need to know about current events. Marketers can benefit from this skill, too.

A lede will help you do the following:

• Reduce bounce rate. Readers will be less likely to dip out after just a few seconds, and may explore other pages on your website.
• Increase time on page. The longer readers stay on a page, the better it is for SEO. Time on page is a common quality metric in corporate media.
• Feed your sales funnel. Ledes aren’t just for articles; their logic applies to video scripts and sales pages, too. If readers hang around, you’re doing something right.

(For clarity, this definition of lead is different than a marketing lead — someone who has entered your sales funnel — and is distinct from the word lead as other parts of speech, such as “lead me to the nearest food truck, please.” 🌮)

Although there’s no one correct way to write a lead, some approaches are better than others based on the type of article. Journalists learn a core set of leads in year one to attract and engage readers. Here are nine different lead styles to know about.

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• Summary lead / straight news lead.
• Single-item lead.
• Anecdotal lead / analogous lead.
• Delayed identification lead.
• Scene-setting lead.
• Short sentence lead / zinger lead.
• First-person lead.
• Observational lead.
• Question lead.

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In this TikTok, I use a lead sentence to get the point across quickly.

No. 1: Summary Lead / Straight News Lead

Of all the types of leads summary lead is the most common. It’s very popular when writing about hard news or breaking news, and if you’re new to writing, you can’t go wrong with a summary lead. This approach is also called a news lead or a direct lead.

Hannah Block, international news editor for National Public Radio (NPR), describes it well: “Just the facts, please, and even better if interesting details and context are packed in.”

The summary lead formula is simple: aspire to communicate most of the who, what, where, when, why, and how of your story (referred to hereafter as “the W’s”) in a single sentence.

This approach is preferred in news writing, which aspires to remain neutral and unbiased in its delivery of information, and creates immediate clarity. Prioritize active voice, journalistic writing, and proper AP style in a summary lead.

Here is an example from the Associated Press (AP).

“Intensifying its fight against high inflation, the Federal Reserve raised its key interest rate by a substantial three-quarters of a point for a third straight time and signaled more large rate hikes to come — an aggressive pace that will heighten the risk of an eventual recession.” ( 1 )

AP’s business section has a “business highlights” subsection in which each article is a collection of leads and summary paragraphs. Read through it to get a feel for how to create clarity and context in a single paragraph that includes the most important information. AP News is free to read.

Here’s another example from Reuters:

“The Philadelphia Phillies ended their long wait for a World Series title with a short burst of baseball last night as they clinched the crown by completing a rain-suspended 4-3 win over the Tampa Bay Rays.” ( 2 )

No. 2: Single-Item Lead

The single-item lead is similar to the summary lead, but this approach focuses just one or two of the W’s, rather than trying to stuff most or all of them into a single sentence.

This approach is good if your news story or article is very much driven by one particular detail or feeling, and since it’s shorter, it usually results in a bigger punch. Aim to land your idea in as few words as possible, preferably all in one sentence.

Let's rewrite the previous Reuters lead to demonstrate how it could be expressed as a single-item lead instead.

“The Philadelphia Phillies are World Champions again.”

No. 3: Anecdotal Lead / Analogy Lead

If the information you’re introducing to your audience is complex or overly conceptual, a more effective approach might be to use an analogy or anecdote instead.

The anecdotal lead is unique in that it does not communicate the W’s of the story, but rather leans on details or analogies to help the reader infer what the story is going to be about. The result is a more emotionally charged or stylistic lead that goes beyond hard facts and can pull readers in.

Pro Tip : An anecdote is any short story that illustrates a point.

These leads can use an overt analogy or be more descriptive. Here are examples of each.

The Cincinnati Post

“From Dan Ralescu’s sun-warmed beach chair in Thailand, the Indian Ocean began to look, oddly, not so much like waves but bread dough.”

ProPublica/The New York Times

“"I tucked Joel in, but I feel so guilty I didn’t hold him longer,” Julie Rea said, her voice welling with emotion. That is all she can muster about the worst night of her life. As she tries to say more, she breaks down." ( 3 )

Resist the urge to use an anecdotal lead that is too cheesy or cliché. The objective of this lead is to use an anecdote to create depth and intrigue.

No. 4: Delayed Identification Lead

This lead focuses on an action or situation without revealing who is involved at first. It is good to use when someone wants to emphasize a scenario or situation effectively before revealing the W’s. When done well, it pulls people in.

In the first debate for the United States Democratic Primary in 2020, Kamala Harris used a delayed-identification lead in one of her talking points on busing legislation to great effect.

“There was a little girl in California who was part of the second class to integrate their public schools, and she was bused to school every day. That little girl was me.”

No. 5: Scene-Setting Lead

The scene-setting lead creates depth and detail. It is more lush and narrative, and is great for creating vividness or setting the stage for longer pieces.

Usually, the primary intention of the lead is to establish clarity quickly, but in literary journalism and other more longform approaches, taking the time to set the stage at the beginning often results in a more effective piece.

Here is an example of a scene-setting lead from BuzzFeed.

“For seven years before the murder, Dee Dee and Gypsy Rose Blancharde lived in a small pink bungalow on West Volunteer Way in Springfield, Missouri. Their neighbors liked them. “'Sweet' is the word I’d use,” a former friend of Dee Dee’s told me not too long ago. Once you met them, people said, they were impossible to forget.” ( 4 )

Here is another example, a sentence from the book Beloved by Toni Morrison.

“Winter in Ohio was especially rough if you had an appetite for color. Sky provided the only drama, and counting on a Cincinnati horizon for life’s principal joy was reckless indeed.”

No. 6: Short Sentence Lead / Zinger Lead

This type of lead is when you pack a punch with the first sentence of your article to capture a reader’s attention. It can be sassy, shocking, unexpected, compelling, or all of the above.

Usually, when using a zinger lead, the following paragraphs fill in missing details and function like a regular lead.

Here is a sassy example from the Philadelphia Enquirer.

“Philadelphians don’t need anyone’s approval, especially not New Yorkers. But that doesn’t mean we don’t care when we get recognition.” ( 5 )

Here is another example from the Miami Herald. This was a story about a man who attempted to smuggle cocaine by swallowing balloons of it.

“His last meal was worth $30,000 and it killed him.” ( 6 )

No. 7: First-Person Lead

A first-person lead is the battle ax of many a mom blogger or aspiring opinion columnist. First-person leads are fine for blogging, and they’ve become increasingly popular in our social media-first culture.

However, they also break the fourth wall; if you’re writing a journalistic article or reporting, introducing yourself as a character in your story may be a risk.

Remember, the main goal of a lead is to get a point across quickly. If your personal experience doesn’t contribute to that goal, readers won’t understand what they’re reading, and they’ll check out.

Here is an example from a story by National Public Radio (NPR).

“For many of us, Sept. 11, 2001, is one of those touchstone dates — we remember exactly where we were when we heard that the planes hit the World Trade Center and the Pentagon. I was in Afghanistan.” ( 7 )

No. 8: Observational Lead

In an observational lead, you project authority by talking about an issue at hand and relating the information back to the big picture.

Observational leads usually aren’t used for breaking news, and they focus more on giving overall context to a situation, rather than just basic facts. They’re a great opportunity to share your perspective, industry savvy, or writing style.

Here are the opening two sentences of a feature from The New York Times that leveraged the observational lead.

“In 2018, senior executives at one of the country’s largest nonprofit hospital chains, Providence, were frustrated. They were spending hundreds of millions of dollars providing free health care to patients. It was eating into their bottom line.” ( 8 )

No. 9: Question Lead

A question lead uses question format to create curiosity and intrigue. Since a question lead is not providing details, the second paragraph of your piece will need to pull extra weight and deliver missing details.

Ensure you have this one-two punch in place so that the rhythm of your article reads properly.

Here's a terrific question lead from an article in The Las Vegas Sun.

“What’s increasing faster than the price of gasoline? Apparently, the cost of court lobbyists.

District and Justice Court Judges want to hire lobbyist Rick Loop for $150,000 to represent the court system in Carson City through the 2009 legislative session. During the past session, Loop’s price tag was $80,000.” ( 9 )

Question leads are also popular in SEO writing , especially questions addressed directly to the reader. Most search engine traffic is people with intent who are trying to have their questions answered; this approach is an easier way to hook readers, but it is sometimes considered low-brow.

Let's look at a question lead from Social Media Examiner that followed this format.

“Are you using TikTok or Instagram for business? Looking for a content strategy that works and won’t leave you exhausted?

In this article, you’ll discover a three-step strategy to create highly engaging TikTok and Instagram content that will scale your audience while helping you avoid burnout.” ( 10 )

Come Up With a Good Hook

To write an effective lead, begin with a strong hook that instantly grabs your readers' attention.

Consider using a thought-provoking question, a surprising fact, or an engaging anecdote that relates to the topic. The key is to make your readers curious and eager to find out more.

For example, if you're writing an article about the benefits of exercise, you could start your lead with a captivating question like, "Did you know that just 30 minutes of daily exercise can add years to your life?"

Related: How to Write Powerful Headlines

Know Your Audience

Understanding your target audience is essential to create a lead that resonates well. Consider your readers’ demographics, interests, and motivations.

For instance, if you are writing a lead for a tech-savvy audience, you may want to start with a powerful statistic or a cutting-edge technological breakthrough. On the other hand, if your audience consists of beginners, you could begin with a relatable storytelling approach to ease them into the topic.

Tailoring your lead to the specific interests of your readers will increase their engagement and make them more likely to continue reading. This is a core concept of positioning.

Keep It Short and Concise

In our fast-paced digital age, attention spans are shrinking. To capture your readers' interest and keep them engaged, keep your lead short and concise.

Use clear and concise language to convey your message effectively. Long-winded leads tend to lose readers' interest quickly, so aim for brevity.

Pro Tip : Avoid unnecessary jargon or complex sentences that may confuse or bore your audience. Instead, focus on making your point succinctly and compellingly.

Use Keywords Strategically

In today's digital landscape, search engine optimization (SEO) is a crucial element in writing leads. Strategic placement of relevant keywords helps search engines recognize the relevance of your content and boost its visibility in search results.

When writing your lead, identify the primary keyword or key phrase that represents your topic. For instance, if you're writing an article on budget travel tips, the primary keyword may be "budget travel." Integrate the keyword naturally in your lead to make it more search-engine-friendly and increase your chances of attracting organic traffic.

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Consider writing your lead first, then editing your lead last.

The lead will give you a running start, and is usually one of the first things you will write when you sit down in front of a blank page. However, since the lead needs to accurately capture the essence of your article, it’s helpful to have the rest of your piece developed before attempting to summarize it.

Leads are surprisingly challenging to write, but when done well, they make an article sing.

When you’re able to communicate a message quickly — whether it be yours or someone else’s — your words will reach more people and make a bigger impact in the long run. ◆

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Welcome to the blog. Nick Wolny is a writer, editor and copy consultant based in Los Angeles.

How to Start an Essay with Strong Hooks and Leads

ALWAYS START AN ESSAY WITH AN ENGAGING INTRODUCTION

Getting started is often the most challenging part of writing an essay, and it’s one of the main reasons our students are prone to leaving their writing tasks to the last minute.

But what if we could give our students some tried and tested tips and strategies to show them how to start an essay?

What if we could give them various strategies they could pull out of their writer’s toolbox and kickstart their essays at any time?

In this article, we’ll look at tried and tested methods and how to start essay examples to get your students’ writing rolling with momentum to take them to their essays’ conclusion.

Once you have worked past the start of your essay, please explore our complete guide to polishing an essay before submitting it and our top 5 tips for essay writing.

WHAT IS THE PURPOSE OF AN ESSAY’S INTRODUCTION?

 Essentially, the purpose of the introduction is to achieve two things:

 1. To orientate the reader

2. To motivate the reader to keep reading.

 An effective introduction will give the reader a clear idea of what the essay will be about. To do this, it may need to provide some necessary background information or exposition.

Once this is achieved, the writer will then make a thesis statement that informs the reader of the main ‘thrust’ of the essay’s position, the supporting arguments of which will be explored throughout the body paragraphs of the remainder of the essay.

When considering how to start an essay, ensure you have a strong thesis statement and support it through well-crafted arguments in the body paragraphs . These are complex skills in their own right and beyond the scope of this guide, but you can find more detail on these aspects of essay writing in other articles on this site that go beyond how to start an essay.

 For now, our primary focus is on how to grab the reader’s attention right from the get-go.

 After all, the journey of a thousand miles begins with a single step or, in this case, a single opening sentence.

A COMPLETE UNIT ON WRITING HOOKS, LEADS & INTRODUCTIONS

Teach your students to write  STRONG LEADS, ENGAGING HOOKS  and  MAGNETIC INTRODUCTIONS  for  ALL TEXT TYPES  with this engaging  PARAGRAPH WRITING UNIT  designed to take students from zero to hero over  FIVE STRATEGIC LESSONS.

WHAT IS A “HOOK” IN ESSAY WRITING?

A hook is a sentence or phrase that begins your essay, grabbing the reader’s attention and making them want to keep reading. It is the first thing the reader will see, and it should be interesting and engaging enough to make them want to read more.

As you will learn from the how to start an essay examples below, a hook can be a quote, a question, a surprising fact, a personal story, or a bold statement. It should be relevant to the topic of your essay and should be able to create a sense of curiosity or intrigue in the reader. The goal of a hook is to make the reader want to read on and to draw them into the central argument or point of your essay.

Some famous examples of hooks in literature you may have encountered are as follows.

“It was the best of times, it was the worst of times” Charles Dickens in A Tale of Two Cities

“It was a bright cold day in April, and the clocks were striking thirteen” George Orwell in 1984

“It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife” – Jane Austen in Pride and Prejudice Jane Austen in Pride and Prejudice

HOW TO HOOK THE READER WITH ATTENTION-GRABBING OPENING SENTENCES

We all know that every essay has a beginning, a middle , and an end . But, if our students don’t learn to grab the reader’s attention from the opening sentence, they’ll struggle to keep their readers engaged long enough to make it through the middle to the final full stop. Take a look at these five attention-grabbing sentence examples.

• “The secret to success is hidden in a single, elusive word: persistence.”
• “Imagine a world without electricity, where the only source of light is the flame of a candle.”
• “It was the best of times, it was the worst of times, but most importantly, it was the time that changed everything.”
• “They said it couldn’t be done, but she proved them wrong with her grit and determination.”
• “He stood at the edge of the cliff, staring down at the tumultuous ocean below, knowing that one misstep could mean certain death.”

Regardless of what happens next, those sentences would make any reader stop whatever else they might focus on and read with more intent than before. They have provided the audience with a “hook” intended to lure us further into their work.

To become effective essay writers, your students need to build the skill of writing attention-grabbing opening sentences. The best way of achieving this is to use ‘hooks’.

There are several kinds of hooks that students can choose from. In this article, we’ll take a look at some of the most effective of these:

 1. The Attention-Grabbing Anecdote

2. The Bold Pronouncement!

3. The Engaging Fact

4. Using an Interesting Quote

5. Posing a Rhetorical Question

6. Presenting a Contrast

 How appropriate each of these hooks is will depend on the essay’s nature. Students must consider the topic, purpose, tone, and audience of the essay they’re writing before deciding how best to open it.

 Let’s look at each of these essay hooks, along with a practice activity students can undertake to put their knowledge of each hook into action.

1: HOW TO START AN ESSAY WITH “THE ATTENTION-GRABBING ANECDOTE”

 Anecdotes are an effective way for the student to engage the reader’s attention right from the start.

When the anecdote is based on the writer’s personal life, they are a great way to create intimacy between the writer and the reader from the outset.

Anecdotes are an especially useful starting point when the essay explores more abstract themes as they climb down the ladder of abstraction and fit the broader theme of the essay to the shape of the writer’s life.

Anecdotes work because they are personal, and because they’re personal, they infuse the underlying theme of the essay with emotion.

This expression of emotion helps the writer form a bond with the reader. And it is this bond that helps encourage the reader to continue reading.

Readers find this an engaging approach, mainly when the topic is complex and challenging.

Anecdotes provide an ‘in’ to the writing’s broader theme and encourage the reader to read on.

Examples of Attention-grabbing anecdotes

• “It was my first day of high school, and I was a bundle of nerves. I had always been a shy kid, and the thought of walking into a new school, surrounded by strangers was overwhelming. But as I walked through the front doors, something unexpected happened. A senior, who I had never met before, came up to me and said ‘Welcome to high school; it’s going to be an amazing four years.’ That one small act of kindness from a complete stranger made all the difference, and from that day on, I knew that I would be okay.”
• “I was in my math class and having a tough day. I had a test coming up, and I was struggling to understand the material. My teacher, who I had always thought was strict and unapproachable, noticed that I was struggling and asked if I needed help. I was surprised, but I took her up on her offer, and she spent extra time with me after class, helping me to understand the material. That experience taught me that sometimes, the people we think we know the least about are the ones who can help us the most.”
• “It was the last day of 8th grade, and we were all sitting in the auditorium, waiting for the ceremony to begin. Suddenly, the principal got on stage and announced that there was a surprise guest speaker. I was confused and curious, but when the guest walked out on stage, I couldn’t believe my eyes. It was my favorite rapper who had come to speak to us about the importance of education. That moment was a turning point for me, it showed me that if you work hard and believe in yourself, anything is possible.”

Attention-Grabbing Anecdote Teaching Strategies

One way to help students access their personal stories is through sentence starters, writing prompts, or well-known stories and their themes.

First, instruct students to choose a theme to write about. For example, if we look at the theme of The Boy Who Cried Wolf, something like: we shouldn’t tell lies, or people may not believe us when we tell the truth.

Fairytales and fables are great places for students to find simple themes or moral lessons to explore for this activity.

Once they’ve chosen a theme, encourage the students to recall a time when this theme was at play in their own lives. In the case above, a time when they paid the cost, whether seriously or humorously, for not telling the truth.

This memory will form the basis for a personal anecdote that will form a ‘hook’. Students can practice replicating this process for various essay topics.

It’s essential when writing anecdotes that students attempt to capture their personal voice.

One way to help them achieve this is to instruct them to write as if they were orally telling their story to a friend.

This ‘vocal’ style of writing helps to create intimacy between writer and reader, which is the hallmark of this type of opening.

2: HOW TO START AN ESSAY WITH “THE BOLD PRONOUNCEMENT”

 As the old cliché “Go big or go home!” would have it, making a bold pronouncement at the start of an essay is one surefire way to catch the reader’s attention.

Bold statements exude confidence and assure the reader that this writer has something to say that’s worth hearing. A bold statement placed right at the beginning suggests the writer isn’t going to hedge their bets or perch passively on a fence throughout their essay.

The bold pronouncement technique isn’t only useful for writing a compelling opening sentence, the formula can be used to generate a dramatic title for the essay.

For example, the recent New York Times bestseller ‘Everybody Lies’ by Seth Stephens-Davidowitz is an excellent example of the bold pronouncement in action.

Examples of Bold Pronouncements

• “I will not be just a statistic, I will be the exception. I will not let my age or my background define my future, I will define it myself.”
• “I will not be afraid to speak up and make my voice heard. I will not let anyone silence me or make me feel small. I will stand up for what I believe in and I will make a difference.”
• “I will not be satisfied with just getting by. I will strive for greatness and I will not be content with mediocrity. I will push myself to be the best version of me, and I will not settle for anything less.”

Strategies for Teaching how to write a Bold Pronouncement

Give the students a list of familiar tales; again, Aesop’s Fables make for a good resource.

In groups, have them identify some tales’ underlying themes or morals. For this activity, these can take the place of an essay’s thesis statement.

Then, ask the students to discuss in their groups and collaborate to write a bold pronouncement based on the story. Their pronouncement should be short, pithy, and, most importantly, as bold as bold can be.

3: HOW TO START AN ESSAY WITH “THE ENGAGING FACT”

In our cynical age of ‘ fake news ’, opening an essay with a fact or statistic is a great way for students to give authority to their writing from the very beginning.

Students should choose the statistic or fact carefully, it should be related to their general thesis, and it needs to be noteworthy enough to spark the reader’s curiosity.

This is best accomplished by selecting an unusual or surprising fact or statistic to begin the essay with.

Examples of the Engaging Fact

•  “Did you know that the average teenager spends around 9 hours a day consuming media? That’s more than the time they spend sleeping or in school!”
• “The brain continues to develop until the age of 25, which means that as a teenager, my brain is still going through major changes and growth. This means I have a lot of potential to learn and grow.”
• “The average attention span of a teenager is shorter than that of an adult, meaning that it’s harder for me to focus on one task for an extended time. This is why it is important for me to balance different activities and take regular breaks to keep my mind fresh.”

Strategies for teaching how to write engaging facts

This technique can work well as an extension of the bold pronouncement activity above.

When students have identified each of the fables’ underlying themes, have them do some internet research to identify related facts and statistics.

Students highlight the most interesting of these and consider how they would use them as a hook in writing an essay on the topic.

4: HOW TO START AN ESSAY USING “AN INTERESTING QUOTATION”

This strategy is as straightforward as it sounds. The student begins their essay by quoting an authority or a well-known figure on the essay’s topic or related topic.

This quote provides a springboard into the essay’s subject while ensuring the reader is engaged.

The quotation selected doesn’t have to align with the student’s thesis statement.

In fact, opening with a quotation the student disagrees with can be a great way to generate a debate that grasps the reader’s attention from the outset.

Examples of starting an essay with an interesting quotation.

• “As Albert Einstein once said, ‘Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.’ As a 16-year-old student, I know how it feels to be judged by my ability to climb the “academic tree” and how it feels to be labeled as “stupid”. But just like the fish in Einstein’s quote, I know that my true potential lies in my unique abilities and talents, not in how well I can climb a tree.”
• “Mark Twain once said, ‘Whenever you find yourself on the side of the majority, it is time to pause and reflect.’ This quote resonates with me because as a teenager, I often feel pressure to conform to the expectations and opinions of my peers. But this quote reminds me to take a step back and think for myself, rather than blindly following the crowd.”
• “As J.K. Rowling famously said, ‘It does not do to dwell on dreams and forget to live.’ As a 16-year-old student, I often find myself getting lost in my dreams for the future and forgetting to live in the present. But this quote serves as a reminder to me to strive for my goals while also cherishing and living in the here and now.”

Teaching Strategies for starting an essay with an interesting quotation.

To gain practice in this strategy, organize the students into groups and have them generate a list of possible thesis statements for their essays.

Once they have a list of statements, they now need to generate a list of possible quotations related to their hypothetical essay’s central argument .

Several websites are dedicated to curating pertinent quotations from figures of note on an apparently inexhaustible array of topics. These sites are invaluable resources for tracking down interesting quotations for any essay.

5: HOW TO START AN ESSAY BY “POSING A RHETORICAL QUESTION”

What better way to get a reader thinking than to open with a question?

See what I did there?

Beginning an essay with a question not only indicates to the reader the direction the essay is headed in but also challenges them to respond personally to the topic.

Rhetorical questions are asked to make a point and to get the reader thinking rather than to elicit an answer.

One effective way to use a rhetorical question in an introduction is to craft a rhetorical question from the thesis statement and use it as the opening sentence.

The student can then end the opening paragraph with the thesis statement itself.

In this way, the student has presented their thesis statement as the answer to the rhetorical question asked at the outset.

Rhetorical questions also make for valuable transitions between paragraphs.

Examples of starting an essay with a rhetorical question

• “What if instead of judging someone based on their appearance, we judged them based on their character? As a 16-year-old, I see the damage caused by judging someone based on their physical appearance, and it’s time to move away from that and focus on character.”
• “How can we expect to solve the world’s problems if we don’t start with ourselves? As a 16-year-old student, I am starting to see the issues in the world, and I believe that before we can make any progress, we need to start with ourselves.”
• “What would happen if we stopped labelling people by race, religion, or sexual orientation? As a teenager growing up in a diverse world, I see the harm caused by labelling and stereotyping people; it’s time for us to stop and see people for who they truly are.”

Teaching Students how to start an essay with a rhetorical question

To get some experience posing rhetorical questions, organize your students into small groups, and give each group a list of essay thesis statements suited to their age and abilities.

Task the students to rephrase each of the statements as questions.

For example, if we start with the thesis statement “Health is more important than wealth”, we might reverse engineer a rhetorical question such as “What use is a million dollars to a dying man?”

Mastering how to start an essay with a question is a technique that will become more common as you progress in confidence as a writer.

6: HOW TO START AN ESSAY BY “PRESENTING A CONTRAST”

In this opening, the writer presents a contrast between the image of the subject and its reality. Often, this strategy is an effective opener when widespread misconceptions on the subject are widespread.

For example, if the thesis statement is something like “Wealth doesn’t bring happiness”, the writer might open with a scene describing a lonely, unhappy person surrounded by wealth and opulence.

This scene contrasts a luxurious setting with an impoverished emotional state, insinuating the thrust of the essay’s central thesis.

Examples of Starting an essay by presenting a contrast

• “On one hand, technology has made it easier to stay connected with friends and family than ever before. On the other hand, it has also created a sense of disconnection and loneliness in many people, including myself as a 16-year-old. “
• “While social media has allowed us to express ourselves freely, it has also led to a culture of cyberbullying and online harassment. As a teenager, I have seen social media’s positive and negative effects.”
• “On one hand, the internet has given us access to a wealth of information. On the other hand, it has also made it harder to separate fact from fiction and to distinguish credible sources from fake news. This is becoming increasingly important for me as a 16-year-old student in today’s society.”

Teaching Strategies for presenting a contrast when starting an essay.

For this activity, you can use the same list of thesis statements as in the activity above. In their groups, challenge students to set up a contrasting scene to evoke the essay’s central contention, as in the example above.

The scene of contrast can be a factual one in a documentary or anecdotal style, or a fictionalized account.

Whether the students are using a factual or fictional scene for their contrast, dramatizing it can make it much more persuasive and impactful.

THE END OF THE BEGINNING

These aren’t the only options available for opening essays, but they represent some of the best options available to students struggling to get started with the concept of how to create an essay.

With practice, students will soon be able to select the best strategies for their needs in various contexts.

To reinforce their understanding of different strategies for starting an introduction for an essay, encourage them to pay attention to the different choices writers make each time they begin reading a new nonfiction text.

Just like getting good at essay writing itself, getting good at writing openings requires trial and error and lots and lots of practice.

USEFUL VIDEO TUTORIALS ON WRITING AN ESSAY INTRODUCTION

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March 7, 2024

Writing an Essay Lead That Pops

How many times have you sampled the first few lines of a book and decided, “Nah, this isn’t for me”? Whether you picked the book up in a store or library, or downloaded free sample online, you probably made a pretty speedy decision about whether it would hold your interest.  

The human tendency to rush to judgment

Our extremely fast-paced world has trained us to make snap decisions throughout the day, and if, for example, we’re not hooked instantly by an article, book, movie trailer, or song, we’re just a click away from another, more appealing choice. We might move quickly away from someone at a party who begins to bore us and whom we lack the patience to listen to, for even another minute.

Because we have endless choices, we get choosier and choosier about what we’re willing to stick with. These rapid judgments might not be fair, but the “burden of overchoice” in our lives feeds our short attention spans.  

Admissions committee members are human. And the pressure of their job forces them to make very quick decisions about whose applications they will invest more time in and whose will merit only an obligatory but cursory review before being set aside as unworthy of serious consideration. 

Their reality is truly “so many applications, so little time,” which means that when you are applying to b-school , med school , grad school , or college , you have to capture your reader’s attention with the very first lines of your essay – before they are tempted to just give it that cursory read and move on to the next application. Your very first sentence cannot fall flat. It must reel them into your narrative. Every word counts.  

How to hook your essay readers from the beginning

This sounds like a lot of pressure, right? But this is a challenge you can meet successfully. Think of your lead as the beginning of a good fiction story: something is at stake here, something compelling and colorful, something with a punch. Let’s look at a few examples, and you’ll quickly get the point:

“Horns blare as tiny auto rickshaws and bicycle-powered school buses interweave at impossibly close range in the narrow streets of Old Delhi.”

“After a near disaster during my first week as a case manager at a community center for women and children, I discovered that to succeed in my job, I’d have to restrain my anger at how badly things were run in this place.” 

“My aunt’s cancer had already metastasized throughout her body by the time she was finally diagnosed correctly – too late for any effective treatment. At that moment, my interest in a career as a science researcher became much more personal.”

“From the age of seven, when I was struggling with simple math problems but acing my spelling tests and already writing simple stories, I knew I was meant to become a writer.”

Notice that three of these four sample leads are personal anecdotes. They offer no details about the writer’s GPA or technical facts about what they researched in the lab. The first lead is so colorful and dramatic that we instantly want to know more about the person who observed the scene. In every case, the lead begins a story that makes the reader sit up and say, “Ah! This is a dynamic person with a compelling voice!” 

Your goal is to write an essay that introduces you to the admissions committee and makes them want to get to know you better. You’re way ahead of the game when your essay introduction really shines.

Three components of a strong lead

A strong essay opener will include three key elements:

• The theme or agenda of your essay, offering the first few facts about who you are, what you are interested in doing with your life/career/studies, and/or important influences
• Creative details or descriptions
• Energetic writing that will keep the reader engaged through the rest of the essay

Good leads connect where you’ve been to where you’re going 

Let’s look at a few more engaging first lines:

• “It was absolutely pitch black outside when we had to silently leave our home and climb into the back of a truck, beginning our journey to freedom.”
• “Only six months after I launched my start-up, money was flowing… out the window.”
• “Finding a green, scratched 1960s Cadillac in a dump last summer was the moment I realized that mechanical engineering was for me.”

Wouldn’t you want to keep reading to learn the rest of these stories? I would! 

Many clients worry that these kinds of anecdotal introductions are too “soft,” too “personal,” or too “creative.” But the right vibrant anecdote can absolutely do the job of being creative, personal, and strong. A compelling lead draws your reader into your story and make them feel involved in your journey. Descriptive language can go a long way to spice up a straightforward story and help the reader follow you from where you began to where you are headed.

How to write a lead that pops

Now that you have read several great examples of attention-grabbing leads, your mind might already be busy generating ideas for your own essay introduction. Write them down. If you don’t have ideas just yet, though, that’s okay – give yourself some time to think. Make a list of turning-point moments in your life that relate to your educational or professional goals. As we have seen, these experiences can be drawn from anywhere: recent or older work experiences, your cultural or family background, or “aha!” moments. 

An electrical engineering applicant could describe the first time their rural home suddenly went dark and they realized they had found their professional calling. An MBA applicant might have had a very profound and meaningful experience offering basic financial guidance to a struggling working-class individual, prompting their goal of pursuing a career in the nonprofit sector. A law school applicant might have witnessed a courtroom scene during an internship that inspired them to pursue a certain type of law. The possibilities go on and on.

As you make your list of anecdotes, jot down as many small, precise details as you can about each memory or experience. Why was this moment important on your journey toward your dream career or school? How did you feel at that moment? How did it help shape you? What did it teach you? Were there any sensory details (sights, smells, tastes, touch) that were particularly relevant to those moments? 

Then, try starting your essay with the anecdote itself, inviting the reader to share your experience, and add color, personality, and voice.

At the beginning of this post, we pointed out how easy it is to make snap judgments (perhaps unfairly) about a book, article, film, or acquaintance you just met at a party, and to turn your attention away because you weren’t captivated instantly. We end this post asking you to think about all the times you began sampling a book or story and after the first few lines, you simply had to know what was going to happen next. You bought the book or read the story straight through. You want your essay to be one of those proverbial “page-turners” (even if it’s less than one page) that the admissions committee starts reading and can’t put down. You will have earned their full attention, straight through to the end. Once they’re hooked, you can take them anywhere you please.

Still need help finding that “hook” to open your essay? Our admissions pros will guide you to finding that perfect moment. They can help you plan and craft an application that will draw your readers in with a substantive narrative that will inspire them to place your application in the “admit” pile. 

By Judy Gruen, former Accepted admissions consultant. Judy holds a master’s in journalism from Northwestern University. She is also the co-author of Accepted’s first full-length book, MBA Admission for Smarties: The No-Nonsense Guide to Acceptance at Top Business Schools . Want an admissions expert help you get accepted? Click here to get in touch!

Related Resources:

• Five Fatal Flaws to Avoid in Your Grad School Statement of Purpose , a free guide
• Three Must-Have Elements of a Good Statement of Purpose
• Proving Character Traits in Your Essays 

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How to Use Lead Sentences to Improve Your Essay Writing

What are lead sentences and how do you use them to improve your essay writing?

Hi, I’m Tutor Phil, and if you’ve ever watched some of my other videos or read my blog at TutorPhil.com, then you probably have a pretty good idea of how to start writing an essay. You start out with a thesis stated clearly.

And how is a lead sentence related to a thesis? Put simply, a lead sentence is a sentence that opens and summarizes an essay, a section of an essay, or a paragraph perfectly.

I’d like to give you three examples of lead sentences – one for an entire essay, one for a section, and one for a paragraph.

Let’s say your professor wants you to write an essay about a movie. And you pick the movie “Titanic.”

Example of a Lead Sentence that Opens an Essay

Your lead sentence for the essay about the movie could be something like:

“Titanic is a very sad movie because it focuses on a relationship that ends tragically.”

This is a perfect lead sentence for this essay. At the same time this is also a perfect thesis.

What makes it good? Two parts. First, you state what exactly your main point is – and it’s that the movie is very sad. And second, you state why you believe the movie is sad – because it focuses on a relationship that ends tragically.

This makes a perfect lead sentence for an entire essay.

Example of a Lead Sentence for a Section of an Essay

Now, what could be an interesting section of this essay? Remember – a section can contain many paragraphs. That’s why I differentiate between a section and a paragraph.

One section of the paper could focus just on the cinematography. And it could start with this lead sentence:

“Emotional ups and downs in the relationship between the main characters are masterfully conveyed through camera movement.”

And this entire section would be devoted to just that – camera movement that conveys emotions between the main characters.

Example of a Lead Sentence that Opens an Essay Paragraph

Now, let’s zoom in even further and ask ourselves – what could make an interesting paragraph in this section?

Well, one paragraph could be devoted to camera movement during a certain scene – for example, when the ship begins to sink. And our lead sentence could be:

“Camera movement in the final scene helps intensify the main characters’ anguish.”

Please note that in each case, whether the lead sentence opens the entire essay or just a paragraph, its job is to summarize the contents perfectly.

Lead sentences really help you focus on the subject matter of what comes after them because they force your brain to concentrate on the subject matter of the essay, the section, or the paragraph.

They also allow your reader to get a good idea of what’s to come in the paragraph.

This is the structure of a body paragraph with a lead sentence:

Here’s an example of a body paragraph with a lead sentence:

“Lead sentences are necessary in body paragraphs because they contain the main idea to be explained and illustrated in the paragraph. If the main idea is not clearly introduced, then the explanation lacks reference. In other words, the reader may follow the explanation without being clear on what this is an explanation of. To include examples or illustrations without providing a clear general idea first is also counterproductive. When the reader gets to an example, she may not understand what the example is supposed to illustrate without a general idea introduced in the lead sentence. For example, this paragraph is a perfect illustration of how to introduce a point in the beginning of a paragraph and support it with explanations and examples.”

Here’s a video of three examples of beautiful lead sentences and how they can vary in length and complexity:

How to Write a Thesis Statement – Tutorial with Examples

6 simple ways to improve sentence structure in your essays, essay writing for beginners: 6-step guide with examples, 10 solid essay writing tips to help you improve quickly, how to expand an essay – 4 tips to increase the word count.

Tutor Phil is an e-learning professional who helps adult learners finish their degrees by teaching them academic writing skills.

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How To Write a Good Lead? Tips and Examples of Leads

• August 2, 2022 August 31, 2022

What is a lead, and why do you need one for your piece of writing?

A lead (sometimes pronounced as lede ) is the opening paragraph of a piece of writing that gives readers an overview of what the article or story will be about. A good lead will also  hook readers  in and make them want to keep reading. Humans are naturally curious , so why not use it to your advantage?

The main goal of a lead is to exploit readers’ curiosity by making them wonder what will happen next. You should give a “reading momentum” to your readers, which will push them to read further, and this is what a great lead makes.

Leads are typically used for news writing and journalistic writing. However, you can also use leads in essay writing as well, especially if your essay is relatively short.

So, let’s go deeper into lead writing and check out some tips and examples of good leads.

How long should a lead be?

The length of your lead should be directly proportional to the overall length of your piece. That means that if you’re writing a short article, it can be only one sentence . If your article is longer, you can write several sentences .

Ideally, your lead should be no more than one or two sentences for a short article and no more than three or four sentences for a longer piece.

Most common types of leads

In general, there are two major lead types: summary lead and creative lead .

Summary Lead (traditional lead)

This is the most traditional lead type, and it provides a summary of the article or a news story in as few words as possible.

As you can guess, the summary lead provides a quick summary by answering the 5 Ws: Who, What, When, Where, and Why . We will take a closer look at these elements below.

Creative Lead

A creative lead is typically used in feature or informal writing , and it’s designed to provoke curiosity or set the scene for the story. This can be done in many ways, but some of the most common ones include starting with a thought-provoking question, a quotation, or an anecdote to grab readers’ interest .

Writing Leads: Lead examples

1. the straight news lead.

This type of lead is often used for writing hard news stories and usually answers the five Ws: who, what, when, where, and why. It is often seen in newspaper writing.

Refers to the subject of the story.

Is the main point or event of the story.

Tells when the event happened or will happen.

Scene setting – where the event happened or will happen.

Provides the purpose or reason for the story

This is often referred to as the “just the facts” approach. It can be especially effective for breaking news stories where time is of the essence.

Hundreds of people are homeless after a fire ripped through a local apartment complex last night.

2. The Quotation Lead

You can start writing this lead by featuring a direct quotation from a person or people involved in the story. It is often used in human interest stories or stories about controversial topics.

“I’m disgusted with the way our government is handling this issue,” says John Doe, a local citizen.

3. The Anecdotal Lead

This type of lead tells a brief story or an anecdote related to the main topic of the article or essay. It is often used in human interest stories, as well as in stories about controversial topics.

When Jane Doe was sixteen, she never imagined that she would one day be homeless.

4. The Statistic Lead

This type of lead features a statistic related to the main topic of the article or essay. It is often used in stories about controversial topics or issues.

According to a recent study, nearly 60% of Americans are dissatisfied with the current state of the economy.

5. The Feature Lead

This type of lead is often used in feature stories, which are longer and more in-depth than hard news stories . Feature leads are usually more creative than straight news leads, and they often use literary devices such as similes or metaphors.

This story happened in the city that was a concrete jungle, a never-ending maze of gray and brown.

6. The Question Lead

This type of lead features a question related to the main topic of the article or essay. Questions can be effective in grabbing readers’ attention and making them want to find out the answer .

How many times have you seen a homeless person on the street and wondered what their story is?

7. One Word or Short Phrase Lead

This type of lead features a word or phrase, or short sentence , that is related to the main topic of the article or essay. This can be an effective way to start a story, especially if the word or phrase is interesting, thought-provoking, or unexpected.

“We all want what’s best for our children.”

This is a great lead-in to an article about parenting or education. It’s a universal truth that every parent wants what’s best for their child, so this lead sets up the rest of the article nicely.

8. Staccato Lead

Staccato is a musical term meaning “detached” or “unconnected.” In writing, it means to keep your sentences and thoughts short. This lead focuses on just one main idea per sentence. It’s a great way to add punchiness and vibrancy to your writing, but be careful not to overdo it , or your writing will sound choppy.

The city bustled with activity. People hurried to and fro. Cars honked their horns. No one had expected the tornado to hit so quickly.

9. Zinger Lead

A zinger is a rhetorical device used to make a sudden, sharp, or surprising statemen t. It’s often used for comic effect, but it can also be used to make a serious point. A zinger lead is a great way to grab your reader’s attention and get them hooked on your story.

I never thought I’d see the day when my dog would be arrested.

10. Delayed Identification Lead

The delayed identification lead, also known as the “mysterious stranger” lead, is a great way to add suspense and intrigue to your story. In this type of lead, you don’t identify the main character or subject of the story until later on. You can use a descriptive pronoun (such as “the man” or “the woman”) if you want to give your reader a hint about who the mystery person is and reveal his or her identity in a later paragraph .

The woman walked into the room and everyone fell silent. She had an aura of power about her, and it was clear that she was not to be messed with.

So as you can see, there are no limitations when it comes to writing a good lead. Just let your creativity flow and choose the lead type that fits your story best.

How to write a lead sentence – tips to keep in mind

• When writing your lead, be sure to use an active voice . This makes your writing sound more lively and engaging. Passive voice often sounds dull and boring.
• Use active verbs . This will also make your writing sound more lively and engaging.
• Active sentences are shorter and easier to read than passive sentences . This is important because you want your readers to actually read what you’ve written, not just skim over it.
• Be concise . Writing leads is all about getting to the point quickly. Don’t try to be too wordy, or you’ll lose your reader’s attention.
• Good leads should be attention-grabbing , but they shouldn’t give away too much. You want to leave your reader wanting more.
• Most readers will make up their minds about your article or essay within the first few sentences. People are lazy, and they rarely read post the first paragraph.

Now that you know all about leads, it’s time to put what you’ve learned into practice. Choose one of the lead types from the list above or invent your own lead type and use it to write a good story.

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How to Write Great Essay Hooks (Tips + Examples)

Table of contents

Yona Schnitzer

Blank screen. Cursor blinks. Clock ticks. Brain freezes.

You stressfully wonder, “How will I ever finish this essay?”

I’ve been there. 

Every time you write an essay, you want to catch your readers’ undivided attention from the very first word. The opening hook has to be *perfect* — no compromises. 

But, instead of reeling under pressure to come up with this elusively perfect essay hook at the eleventh hour, I’ve found a better way to write great essay hooks. 

In this guide, I’ll tell you what it takes to write the most compelling and attention-grabbing hooks. I’ll also break down six awesome types of essay hooks you can experiment with and share examples to inspire your next opening statement.

What is an Essay Hook?

An essay hook is the opening statement of an essay, written to capture readers' attention and nudge them to learn more about the topic. Also known as a lede or lead, this hook introduces readers to the topic/theme of the essay and piques their curiosity to continue reading. 

The hook creates the entire narrative for your essay. It tells readers what to expect from the rest of the essay and creates context around your main argument or thesis statement. 

6 Types of Essay Hooks You Can Experiment With

I’ve created this handy list of six different types of essay hooks. You can choose the one that best fits your essay’s context and create a stellar opening statement within minutes. 

1. Compelling fact or statistic

Lead with evidence and use a powerful fact or statistic as your essay hook. It’s one of the best ways to capture readers’ attention from the start and keep them intrigued throughout your essay. 

For example, if you’re writing about the importance of time management for freelancers, you have two options to create your opening sentence:

Generic : “Managing time as a freelancer is no easy feat.”

Impactful : “Nearly 70% of freelancers struggle to effectively divide and manage their time between multiple clients.” 

This data point, linked to the original research, sets a strong tone for your essay and draws people in to read more. It communicates  

Find a shocking statistic with AI

Finding relevant statistics for any topic is one of the hardest parts of the job. 

But you don't have to spend hours looking for these data points anymore. Wordtune can do this heavy lifting for you in three easy steps.

• Open the Wordtune editor and add your essay title. 
• Type in any content you've written, click on 'Add spice,' and select the 'Expand on' option.
• Write 'statistics,' and Wordtune will add relevant data points to your content.

Get Wordtune for free > Get Wordtune for free >

2. Bold claim hook

When working on an argumentative essay , I always write with the mindset that nobody has the time to read my thoughts from start to finish. So, I have to get to the point quickly and make a solid argument worth people’s time. 

That's when opening with a bold claim works best. Condense all your views on the topic into a few thought-provoking lines that would make readers go, hmmm…

But remember, you can't open with a claim that people already know and accept as fact. It has to be something original and unique to make your readers tick, nudging them to dive deeper into your essay. 

For example, if you’re writing about water crisis, you have two options to open your essay: 

‍ "In some regions, there is not enough clean water for people to use."

‍ "Imagine a world where every drop of water is a battle, a precious commodity fought over by scores of people and animals alike. This can become a reality as early as 2050."

This bold claim presents a convincing argument about the global water crisis. It also emphasizes the urgency of this argument with a research-backed statistic.

Create a bold claim suggestion using AI

Can’t think of a strong opening sentence for your essay? Wordtune can translate your thoughts into a bold claim and create a compelling essay hook. 

Open your Wordtune editor and write a few lines related to your topic. These sentences should have a consensus among your audience. Then, choose the 'Counterargument' option from the list of suggestions. 

And you’ll have a bold claim for your essay with no effort at all!

3. Story/Anecdote hook

In all my years of writing, I’ve noticed how stories have a unique effect on people. A good story can resonate with a bigger audience, pique their curiosity, and deliver a more personal message. 

That's why you can cite a personal anecdote or talk about a publicly known story as a good hook for your essay. This hook allows you to play with words and work in more storytelling . 

One of my favorite writing tips applies here: enter the scene as late as possible and leave as early as possible. You have to keep it crisp instead of rambling on and on. 

Consider these two examples:

Either of these hooks could work fine if we were just writing a personal essay about a move to a new place. But if we’re specifically writing about the sky, the second example is better. It sticks to the point — the sky and the color of the sky — and doesn’t stray into irrelevant details. 

Create a compelling story with AI

I get it—not all of us are natural storytellers. But you can use AI to your advantage to create a concise and exciting story for your essay.  

Wordtune can help you write a short story from scratch or trim down your writing into a quick anecdote. Click on the expand or shorten button to edit your story any way you like. 

4. Question Hook

Humans have a tendency to immediately look for answers every time they come across fascinating questions. Using questions as essay hooks can reel people into your essay and feed their curiosity.

But questions are also fairly overused in essays. You don't want to use a generic question that makes people say, " Not another question ." 

Instead, think of questions that approach your topic from a fresh angle. This means honing in on what was especially interesting or surprising from your research—and maybe even brainstorming different questions to find the most fascinating one.

For example, if you’re writing about the psychology behind why we buy, you have two options to open your essay:

‍ “Do you know what factors compel us to buy certain things?”

Plugged in :

“Before buying anything, have you ever taken a moment to pause and think about possible reasons driving you to this purchase?”

The latter is more descriptive and creates a realistic scenario for readers to truly think about the topic of the essay.

5. Description hook

A descriptive hook works best when writing an explanatory or opinion-led essay. Descriptive hooks, as the name suggests, illustrate a topic in detail to create context for the essay. It's a good way to build awareness for and educate readers on lesser-known themes.

But a descriptive hook can easily become too plain or unexciting to read. To make it work, you have to write an engaging description using imagery, analogies, and other figures of speech. 

Remember to make your hook reader-friendly by avoiding passive voice, mainstream cliches, and lengthy sentences.

Consider this example:

Describing a sunset is too cliche, so cross that one off the list. Describing the sky as it is on a normal day wouldn't be shocking or unexpected, so scratch that one, too.

This example creates something unique by using analogies to describe the color of the sky and painting a beautiful picture. 

Write a gripping description with AI

Writing an exciting hook for a boring topic is more challenging than it looks. But Wordtune makes it a breeze with just two steps:

• Open the Wordtune editor and write your essay topic.
• Click on Explain or Emphasize and let it work its magic.

You can also change the tone of voice to make the text more in tune with your theme. 

6. Metaphor hook

One of my favorite essay hooks is to open with a persuasive metaphor to contextualize the topic. Metaphors can help you approach the topic from a completely different lens and wow your readers with interesting insight. 

Metaphors are also super versatile to make your writing more impactful. You can write a one-line metaphor or create a scenario comparing one thing to another and linking it to your topic. 

For example, if you’re writing about the experience of working at a startup, you can open your essay with these two options:

Short & sweet: "Joining a startup is like strapping into a rollercoaster: be ready to witness thrilling highs and sinking drops."

Long & descriptive : “Picture a small sailboat navigating the unpredictable winds and tides in a vast ocean. That’s a startup operating in a massive market. And with the right vision, this journey is filled with risks and rewards.” 

Create a convincing metaphor with AI

Writing good metaphors takes up a lot of creative brain power. You can always use Wordtune to find some extra inspiration if you're out of creative ideas. 

Type your opening line in the Wordtune editor and click on the 'Give an analogy' option. You can ask for as many suggestions as you want till you find the best one! 

What to Know About Your Essay (and Topic) Before You Write the Hook

Whether you’re writing a research paper on economics, an argumentative essay for your college composition class, or a personal essay sharing your thoughts on a topic, you need to nail down a few things before you settle on the first line for your essay.

‍ Let me break them down for you. 

1. Gain in-depth knowledge of your topic

Before you start writing your essay, you need to know your topic — not just in name, but in-depth. You don't have to become a subject matter expert overnight. But you do need to research the topic inside out 

Your research will help you:

• Narrow your focus
• Build an argument
• Shape the narrative

Your research insights determine your essay’s structure and guide your choice of hook. 

After organizing your research in a neat outline, think to yourself: ‍Did you uncover a shocking fact? A compelling anecdote? An interesting quote? Any of those things could be your hook.

⚡ ‍ Take action: After finishing your research, review your notes and think through your essay. Mark or make a list of anything compelling enough to be a good lead.

2. Type of essay

In academic settings, there are generally three kinds of essays:

• Argumentative: Making the case for a certain stance or route of action.
• Expository: Explaining the who, what, when, where, why, and how of some phenomenon.
• Narrative: Telling a true story as a way to explore different ideas.

‍ The type of essay you’re writing is key to choosing the best hook for your piece. 

A serious argumentative essay can start with a shocking statistic or a bold claim. And an expository essay can open with a descriptive hook while a metaphor hook would work best for a narrative essay.

⚡ ‍ Take action: Go through your list of potential hooks and cross out anything that doesn't fit the type of essay you're writing, whether it's persuasive , argumentative, or any other type.

3. Audience and tone

A best practice I often share with writers is to think of one reader and keep yourself in their shoes . This exercise can tell you so much about your audience — what kind of tone they like, what matters the most to them, what topics interest them, and so on. 

You can use these insights to create a compelling essay hook. Here’s how:

• For an argumentative essay, you’re trying to convince someone who doesn’t agree with you that what you’re claiming is right or, at least, reasonable. You don’t want to turn them off with snarky or offensive language — but you do want to be authoritative. Your hook should match that tone and support your effort.
• A narrative essay is likely to welcome more lyrical language, so starting with a colorful description or an anecdote might make more sense than, say, a bold claim or surprising fact. Whatever tone you choose for your narrative essay — comical or gentle or bold — should be used for your hook.
• ‍ Expository essays can use all sorts of tones and be written to a variety of audiences, so think carefully about the tone that best fits your subject matter. An essay explaining how the human body shuts down when overdosed will likely require a different tone than one on the lives of circus masters in the late 1800s. 

⚡ ‍ Take action: Look at your list. Can you write these potential hooks in a tone that suits your subject and audience?

4. Length of essay

Are you writing a 10-page paper or a three-page reflection? Or is this your senior thesis, pushing over 100 pages?

‍ If you’re writing a shorter paper, you’ll want to keep your hook quick and snappy.  

Readers are expecting a quick read, and they don’t want to spend five minutes only going through the introduction. 

In contrast, you can approach a longer essay — like a senior thesis or a term paper — with a longer hook. Just make sure your hook relates to and supports the core point of your essay. You don’t want to waste space describing a scene that ultimately has nothing to do with the rest of your piece.

⚡ ‍ Take action: If you write out the items on your list, how long will they be? A sentence or paragraph? Perfect. Two to five paragraphs? Unless your essay is on the longer side, you may want to save that information for later in the piece.

‍ Now that you know the basic facts about what you’re writing, let’s look at some approaches you could use to catch those readers — and reel them in.

3 Approaches to Avoid When Writing Hooks 

I’ve read hundreds of essays — enough to recognize lazy writing from the first few words. It’s equally easy for readers to discard your essays as ‘poorly written’ just by reading the first line. 

So, I made a list of three types of essay hooks you want to avoid at all costs because these hooks can only disappoint your readers. 

1. Quotations

Quotes are probably the most overused type of hook in any form of writing. What's even worse is rinsing and repeating the same old quotes from Abraham Lincoln or Nelson Mandela in your essays. 

No matter how powerful a quote sounds, you shouldn’t slap it at the opening of your essay. It doesn’t give readers the excitement of reading something original and looks lazy.

For example, if you’re writing an essay on productivity, here’s what a good and bad lede looks like:

“Amateurs sit and wait for inspiration, the rest of us just get up and go to work” – Stephen King

Did you know that consuming 100 gms of sugar can slash your productivity levels by over 50% in a day?  

2. Definitions

The New Oxford American Dictionary defines a hook as "a thing designed to catch people's attention." 

If I opened my article with this dictionary definition of a hook, you’d have either dozed off or left this page long back to find something more interesting. 

Here's the thing: definitions put people to sleep. Readers don't want to see a formal, jargon-heavy definition of a topic as the very first line of an essay. Your opening statement should have some personality in it to show readers they're in for an exciting read. 

For example, if you’re writing about happy hormones, here’s what a good and bad lede looks like:

Happy hormones are known to boost the happiness levels in your body by creating positive feelings.

Ever wondered why cat videos make you instantly happy, and ice creams give you an extra dose of energy? It's all about how happy hormones control our brain chemistry.

3. “Imagine this”

Opening your essay with "Imagine this" used to be an interesting way to put your readers in a scenario and set the context for your essay. But now, it's far too cliched and just another lazy attempt to write an essay hook. 

You can create a relatable scenario for users without asking them to imagine or picture it. Use the descriptive hook format with an interesting choice of words to convey the same ideas more creatively.

For example, if you’re writing an essay on preparing for higher studies abroad, here’s what a good and bad lede looks like:

Imagine this: You’ve been applying to multiple universities, writing SOPs, and preparing for exams without guidance. Everything can go south any minute. 

College application season is officially here. But with each passing day, you’re under more and more stress to apply to your chosen colleges and tick all the items off your list.

‍Our Go-To Trick for Writing Catchy Hooks

This opening statement can make or break your entire essay. While I’ve broken down my best tips to create the best essay hooks, here’s a surefire way to write compelling openings :

Go through your notes and either outline your essay or write the whole thing. This way, you’ll know the central thread (or throughline) that runs throughout your piece. 

Once your essay or outline is complete, go back through and identify a particularly compelling fact, claim, or example that relates to that central thread.

‍Write up that fact, claim, or example as the hook for your essay using any of the methods we’ve covered. Then revise or write your essay so the hook leads smoothly into the rest of the piece and you don’t repeat that information elsewhere.

Does your hook spark curiosity in you? 

Did that fact surprise you in the research stage? 

Chances are, your readers will have the same reaction.

And that’s exactly what you want.

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• 40 Useful Words and Phrases for Top-Notch Essays

To be truly brilliant, an essay needs to utilise the right language. You could make a great point, but if it’s not intelligently articulated, you almost needn’t have bothered.

Developing the language skills to build an argument and to write persuasively is crucial if you’re to write outstanding essays every time. In this article, we’re going to equip you with the words and phrases you need to write a top-notch essay, along with examples of how to utilise them.

It’s by no means an exhaustive list, and there will often be other ways of using the words and phrases we describe that we won’t have room to include, but there should be more than enough below to help you make an instant improvement to your essay-writing skills.

If you’re interested in developing your language and persuasive skills, Oxford Royale offers summer courses at its Oxford Summer School , Cambridge Summer School , London Summer School , San Francisco Summer School and Yale Summer School . You can study courses to learn english , prepare for careers in law , medicine , business , engineering and leadership.

General explaining

Let’s start by looking at language for general explanations of complex points.

1. In order to

Usage: “In order to” can be used to introduce an explanation for the purpose of an argument. Example: “In order to understand X, we need first to understand Y.”

2. In other words

Usage: Use “in other words” when you want to express something in a different way (more simply), to make it easier to understand, or to emphasise or expand on a point. Example: “Frogs are amphibians. In other words, they live on the land and in the water.”

3. To put it another way

Usage: This phrase is another way of saying “in other words”, and can be used in particularly complex points, when you feel that an alternative way of wording a problem may help the reader achieve a better understanding of its significance. Example: “Plants rely on photosynthesis. To put it another way, they will die without the sun.”

4. That is to say

Usage: “That is” and “that is to say” can be used to add further detail to your explanation, or to be more precise. Example: “Whales are mammals. That is to say, they must breathe air.”

5. To that end

Usage: Use “to that end” or “to this end” in a similar way to “in order to” or “so”. Example: “Zoologists have long sought to understand how animals communicate with each other. To that end, a new study has been launched that looks at elephant sounds and their possible meanings.”

Adding additional information to support a point

Students often make the mistake of using synonyms of “and” each time they want to add further information in support of a point they’re making, or to build an argument . Here are some cleverer ways of doing this.

6. Moreover

Usage: Employ “moreover” at the start of a sentence to add extra information in support of a point you’re making. Example: “Moreover, the results of a recent piece of research provide compelling evidence in support of…”

7. Furthermore

Usage:This is also generally used at the start of a sentence, to add extra information. Example: “Furthermore, there is evidence to suggest that…”

8. What’s more

Usage: This is used in the same way as “moreover” and “furthermore”. Example: “What’s more, this isn’t the only evidence that supports this hypothesis.”

9. Likewise

Usage: Use “likewise” when you want to talk about something that agrees with what you’ve just mentioned. Example: “Scholar A believes X. Likewise, Scholar B argues compellingly in favour of this point of view.”

10. Similarly

Usage: Use “similarly” in the same way as “likewise”. Example: “Audiences at the time reacted with shock to Beethoven’s new work, because it was very different to what they were used to. Similarly, we have a tendency to react with surprise to the unfamiliar.”

11. Another key thing to remember

Usage: Use the phrase “another key point to remember” or “another key fact to remember” to introduce additional facts without using the word “also”. Example: “As a Romantic, Blake was a proponent of a closer relationship between humans and nature. Another key point to remember is that Blake was writing during the Industrial Revolution, which had a major impact on the world around him.”

12. As well as

Usage: Use “as well as” instead of “also” or “and”. Example: “Scholar A argued that this was due to X, as well as Y.”

13. Not only… but also

Usage: This wording is used to add an extra piece of information, often something that’s in some way more surprising or unexpected than the first piece of information. Example: “Not only did Edmund Hillary have the honour of being the first to reach the summit of Everest, but he was also appointed Knight Commander of the Order of the British Empire.”

14. Coupled with

Usage: Used when considering two or more arguments at a time. Example: “Coupled with the literary evidence, the statistics paint a compelling view of…”

15. Firstly, secondly, thirdly…

Usage: This can be used to structure an argument, presenting facts clearly one after the other. Example: “There are many points in support of this view. Firstly, X. Secondly, Y. And thirdly, Z.

16. Not to mention/to say nothing of

Usage: “Not to mention” and “to say nothing of” can be used to add extra information with a bit of emphasis. Example: “The war caused unprecedented suffering to millions of people, not to mention its impact on the country’s economy.”

Words and phrases for demonstrating contrast

When you’re developing an argument, you will often need to present contrasting or opposing opinions or evidence – “it could show this, but it could also show this”, or “X says this, but Y disagrees”. This section covers words you can use instead of the “but” in these examples, to make your writing sound more intelligent and interesting.

17. However

Usage: Use “however” to introduce a point that disagrees with what you’ve just said. Example: “Scholar A thinks this. However, Scholar B reached a different conclusion.”

18. On the other hand

Usage: Usage of this phrase includes introducing a contrasting interpretation of the same piece of evidence, a different piece of evidence that suggests something else, or an opposing opinion. Example: “The historical evidence appears to suggest a clear-cut situation. On the other hand, the archaeological evidence presents a somewhat less straightforward picture of what happened that day.”

19. Having said that

Usage: Used in a similar manner to “on the other hand” or “but”. Example: “The historians are unanimous in telling us X, an agreement that suggests that this version of events must be an accurate account. Having said that, the archaeology tells a different story.”

20. By contrast/in comparison

Usage: Use “by contrast” or “in comparison” when you’re comparing and contrasting pieces of evidence. Example: “Scholar A’s opinion, then, is based on insufficient evidence. By contrast, Scholar B’s opinion seems more plausible.”

21. Then again

Usage: Use this to cast doubt on an assertion. Example: “Writer A asserts that this was the reason for what happened. Then again, it’s possible that he was being paid to say this.”

22. That said

Usage: This is used in the same way as “then again”. Example: “The evidence ostensibly appears to point to this conclusion. That said, much of the evidence is unreliable at best.”

Usage: Use this when you want to introduce a contrasting idea. Example: “Much of scholarship has focused on this evidence. Yet not everyone agrees that this is the most important aspect of the situation.”

Adding a proviso or acknowledging reservations

Sometimes, you may need to acknowledge a shortfalling in a piece of evidence, or add a proviso. Here are some ways of doing so.

24. Despite this

Usage: Use “despite this” or “in spite of this” when you want to outline a point that stands regardless of a shortfalling in the evidence. Example: “The sample size was small, but the results were important despite this.”

25. With this in mind

Usage: Use this when you want your reader to consider a point in the knowledge of something else. Example: “We’ve seen that the methods used in the 19th century study did not always live up to the rigorous standards expected in scientific research today, which makes it difficult to draw definite conclusions. With this in mind, let’s look at a more recent study to see how the results compare.”

26. Provided that

Usage: This means “on condition that”. You can also say “providing that” or just “providing” to mean the same thing. Example: “We may use this as evidence to support our argument, provided that we bear in mind the limitations of the methods used to obtain it.”

27. In view of/in light of

Usage: These phrases are used when something has shed light on something else. Example: “In light of the evidence from the 2013 study, we have a better understanding of…”

28. Nonetheless

Usage: This is similar to “despite this”. Example: “The study had its limitations, but it was nonetheless groundbreaking for its day.”

29. Nevertheless

Usage: This is the same as “nonetheless”. Example: “The study was flawed, but it was important nevertheless.”

30. Notwithstanding

Usage: This is another way of saying “nonetheless”. Example: “Notwithstanding the limitations of the methodology used, it was an important study in the development of how we view the workings of the human mind.”

Giving examples

Good essays always back up points with examples, but it’s going to get boring if you use the expression “for example” every time. Here are a couple of other ways of saying the same thing.

31. For instance

Example: “Some birds migrate to avoid harsher winter climates. Swallows, for instance, leave the UK in early winter and fly south…”

32. To give an illustration

Example: “To give an illustration of what I mean, let’s look at the case of…”

Signifying importance

When you want to demonstrate that a point is particularly important, there are several ways of highlighting it as such.

33. Significantly

Usage: Used to introduce a point that is loaded with meaning that might not be immediately apparent. Example: “Significantly, Tacitus omits to tell us the kind of gossip prevalent in Suetonius’ accounts of the same period.”

34. Notably

Usage: This can be used to mean “significantly” (as above), and it can also be used interchangeably with “in particular” (the example below demonstrates the first of these ways of using it). Example: “Actual figures are notably absent from Scholar A’s analysis.”

35. Importantly

Usage: Use “importantly” interchangeably with “significantly”. Example: “Importantly, Scholar A was being employed by X when he wrote this work, and was presumably therefore under pressure to portray the situation more favourably than he perhaps might otherwise have done.”

Summarising

You’ve almost made it to the end of the essay, but your work isn’t over yet. You need to end by wrapping up everything you’ve talked about, showing that you’ve considered the arguments on both sides and reached the most likely conclusion. Here are some words and phrases to help you.

36. In conclusion

Usage: Typically used to introduce the concluding paragraph or sentence of an essay, summarising what you’ve discussed in a broad overview. Example: “In conclusion, the evidence points almost exclusively to Argument A.”

37. Above all

Usage: Used to signify what you believe to be the most significant point, and the main takeaway from the essay. Example: “Above all, it seems pertinent to remember that…”

38. Persuasive

Usage: This is a useful word to use when summarising which argument you find most convincing. Example: “Scholar A’s point – that Constanze Mozart was motivated by financial gain – seems to me to be the most persuasive argument for her actions following Mozart’s death.”

39. Compelling

Usage: Use in the same way as “persuasive” above. Example: “The most compelling argument is presented by Scholar A.”

40. All things considered

Usage: This means “taking everything into account”. Example: “All things considered, it seems reasonable to assume that…”

How many of these words and phrases will you get into your next essay? And are any of your favourite essay terms missing from our list? Let us know in the comments below, or get in touch here to find out more about courses that can help you with your essays.

At Oxford Royale Academy, we offer a number of  summer school courses for young people who are keen to improve their essay writing skills. Click here to apply for one of our courses today, including law , business , medicine  and engineering .

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Signal and Lead-in Phrases

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In most citation styles, including APA, MLA, and Chicago style, you can add variety to your research writing by not always using the same sentence structure to introduce quotations, paraphrases, or pieces of information borrowed from different sources. It is relatively simple to use a wide variety of different expressions to introduce both direct and indirect citations. These expressions, which usually occur in the parts of sentences that come just before quotes and paraphrases, are called signal phrases (or, in some cases,  lead-in phrases ). 

Often, signal phrases can be distinguished by the presence of a verb like "indicate" or "argue" that references what the author is doing in the original source. However, a few select signal phrases contain no verbs (e.g., "According to [author],").

In the examples below, the author being cited is Jane Doe. The examples in the first section are adapted to APA, which recommends past-tense verbs  in signal phrases. For MLA (as well as Chicago style), the same verbs can also be used in the present tense instead of the past tense, as the second section below shows. 

Be sure each signal phrase verb matches your intention for the in-text citation. Read the whole sentence after you finish to ensure that the signal phrase grammatically coheres with any content that follows the quote or paraphrase.

Expressing Disagreement with a Signal Phrase

Of course, some quotes and paraphrases express disagreement or negative opinions. In these cases, be sure that any verbs in the signal phrase match the nature of the quote or paraphrase. See the examples below.

Doe rejected  the claim that nature is more important than nurture.

Doe denied  the claim that nature is more important than nurture.

Doe refutes  the claim that nature is more important than nurture.

Doe disputes  the claim that nature is more important than nurture.

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Writing, Introduction Paragraph, Hooks and Lead-ins

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How to Write a Good Hook for Your Essay

“You have to make choices even when there is nothing to choose from.”                                                                                               ― Péter Zilahy

And you have to find perfect hooks for an essay even when you don’t know what to write about.

When you are asked to write an essay, it doesn’t mean that you don’t get to express your own thoughts and creativity. An essay shouldn’t be boring or too formal. As a writer, your first priority is to make sure that you are keeping your audience in mind and writing for them and to them. That means grabbing and keeping their attention so that they want to read every word.

This is exactly why the essay hook exists and is such an important tool.

An essay hook is the first one or two sentences of your essay. It serves as an introduction and works to grab the reader’s attention. The first couple sentences will help your reader decide whether they want to continue reading your essay or not.

The use of hooks in writing goes far beyond just essays and college papers. Every writer, copywriter, screenwriter, and storyteller uses this device to draw in readers and keep them hooked. For example, world-famous ad executive,  David Ogilvy , relied on a list of 29 “ magic words ” that he used in titles in order to hook a client’s attention.

College essay hooks can be difficult to generate, especially when you are still working on clarifying what your essay is going to say. So, the very first step in writing a strong essay hook is to do some planning.

Consider the overall presentation of your work:

• What type of essay are you writing?
• What type of writing style and tone will you need to use?
• Who is your intended audience?
• What kind of structure do you need to establish?

Essay hooks ideas

• A literary quote

This type of hook is appropriate when you are writing about a particular author, story, literary phenomenon, book, etc. Using a quote will make your essay sound fresh and establish your authority as an author.

“So we beat on, boats against the current, borne back ceaselessly into the past.” These words of Nick Carraway perfectly describe…”

“Not all those who wander are lost.” And yes, indeed, every person is so…”

“When we love, we always strive to become better than we are. When we strive to become better than we are, everything around us becomes better too.” Agree or not, but these words from The Alchemist determine…”

• Quotes from Famous People

Including a quote from an authoritative and influential person can help support your argument and create an intriguing hook. The key is to make sure that you clearly show how the quote is relevant to your essay.

“John Wooden once said, ‘Never mistake activity for achievement.'”

“Learn to laugh” were the first words from my kindergarten teacher after Ralph Thorsen spilled paint on my daffodil picture.

Don’t be afraid to employ this type of hook. Remember, even if you start with a humorous anecdote, it doesn’t mean that your entire essay has to be funny. A bit of humor can help you grab readers’ attention and spark their interest in the topic.

“As my cousin and I pedaled our new bikes to the beach, 6 years old, suntanned and young, we met an old, shaggy-haired man weaving unsteadily on a battered old bike.”

“When I was a young boy, my father worked at a coal mine. For 27 years, he made it his occupation to scrape and claw and grunt his way into the bowels of the earth, searching for fuel. On April 19, 2004, the bowels of the earth clawed back.”

Keep in mind that most essay assignments will ask you to avoid using the first person. Be sure to check any requirements before using “I” in your writing.

• Pose a Question

Almost nothing can attract interest better than a well-constructed question. Readers will want to continue reading your essay in order to discover the answer. Be sure to avoid simple “Yes” or “No” questions and try to pose questions that ask reader to consider the other side or engage in some critical thinking.

“What would you do if you could play God for a day? That’s exactly what the leaders of the tiny island nation of Guam tried to answer.”

“Have you ever wondered, whether Anna Karenina still loved Alexei if she hadn’t decided to commit a suicide?”

• Set a Scene

People respond well to visual cues. Taking the time to set a detailed scene will help your reader have a clear picture in their minds and create an effective hook. You can describe an incident or detail the particular features of a person or a character to help the readers become immersed in your writing.

“The day of his birth began with Hurricane Charlie pounding at our door in Charleston, South Carolina.”

“Deciding to attend Hampton Roads Academy, a private school, was one of my most difficult decisions.”

• Include an Interesting Fact or Definition

These types of hooks start by surprising the reader with something that may not have known. Provide an interesting fact about something you are going to discuss in your essay’s body and your audience will want to keep reading to learn more.

“Spain, though hardly a literary juggernaut, translates more books in one year than the entire Arab world has in the past one thousand years.”

“Amiable is the best way to describe Elizabeth’s personality: she was friendly and caring.”

• State Your Thesis

There is no harm in getting right to the point. Start with your main argument and use the rest of your essay to support your point of view. If you have an interesting take on a subject, readers will want to see where you came up with your idea.

“It is time, at last, to speak the truth about Thanksgiving, and the truth is this. Thanksgiving is really not such a terrific holiday. . .”

“Humans need to invest more time and money into space exploration because Earth is on a certain path to destruction.”

• Reveal a Common Misconception

The most interesting essays will teach the readers something new. If you start your introduction by showing that a commonly accepted truth is actually false, your readers will be instantly hooked.

“Any parent will tell you that goldfish are a great first pet for a child. They hardly need any attention, and they won’t be around for too long. Flushing a goldfish in its first week is pretty common—it even happened to my first goldfish. But it turns out that goldfish aren’t as helpless as we all think.”

“While most coffee enthusiasts would tell you that their favorite drink comes from a bean, they would be wrong. Coffee is actually made from a seed that is simply called a bean.”

By listing proven facts at the very beginning of your paper, you will create interest that can be carried throughout the rest of the essay.

“The average iceberg weighs over 100,000 metric tons.”

“70% of all jobs found today were got through different networking strategies”

Depending on the style of essay you are writing (narrative, persuasive, personal, critical, argumentative, deductive, etc.), the type of hook you will want to use will vary. Remember, your essay hook is just a tip of an iceberg and it will not guarantee that the rest of your essay will work. Be sure to  organize your research  and start with an outline before deciding on the best hook to start your essay. The right choice can make your paper truly interesting and worth reading.

The Introductory Paragraph: Start Your Paper Off Right

Begin with a great first sentence

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The introductory paragraph of any paper, long or short, should start with a sentence that piques the interest of your readers . 

In a well-constructed first paragraph, that first sentence leads into three or four sentences that provide details about the subject you address in the body of your essay. These sentences should also set the stage for your thesis statement .

Writing a good thesis statement is the subject of much instruction and training, as it's the driver of your research and the subject of your paper. The entirety of your paper hangs on that sentence, which is generally the last sentence of your introductory paragraph and is refined throughout your research and drafting phases.

Writing an Intro Paragraph

It's often easier to write the introductory paragraph after you've written the first draft of the main part of the paper (or at least sketched out a detailed outline, section by section or paragraph by paragraph). After the drafting stage, your research and main points are fresh in your mind, and your thesis statement has been polished to gleaming. It's typically honed during the drafting stage, as research may have necessitated its adjustment.

At the start of a large writing project, it can also be intimidating to put those first words down, so it's often easier to begin composing in the middle of the paper and work on the introduction and conclusion after the meat of the report has been organized, compiled, and drafted.

Construct your introductory paragraph with the following:

• An attention-grabbing first sentence
• Informative sentences that build to your thesis
• The thesis statement, which makes a claim or states a view that you will support or build upon

Your First Sentence

As you researched your topic, you probably discovered some interesting anecdotes, quotes, or trivial facts. This is exactly the sort of thing you should use for an engaging introduction.

Consider these ideas for creating a strong beginning.

Surprising fact: The Pentagon has twice as many bathrooms as are necessary. The famous government building was constructed in the 1940s when segregation laws required that separate bathrooms be installed for people of African descent. This building isn’t the only American icon that harkens back to this embarrassing and hurtful time in our history. Across the United States, there are many examples of leftover laws and customs that reflect the racism that once permeated American society.

Humor: When my older brother substituted fresh eggs for our hard-boiled Easter eggs, he didn’t realize our father would take the first crack at hiding them. My brother’s holiday ended early that particular day in 1991, but the rest of the family enjoyed the warm April weather, outside on the lawn, until late into the evening. Perhaps it was the warmth of the day and the joy of eating Easter roast while Tommy contemplated his actions that make my memories of Easter so sweet. Whatever the true reason, the fact remains that my favorite holiday of the year is Easter Sunday.

Quotation: Hillary Rodham Clinton once said, “There cannot be true democracy unless women's voices are heard.” In 2006, when Nancy Pelosi became the nation’s first female Speaker of the House, one woman’s voice rang out clearly. With this development, democracy grew to its truest level ever in terms of women’s equality. The historical event also paved the way for Senator Clinton as she warmed her own vocal cords in preparation for a presidential race.

Finding the Hook

In each example, the first sentence draws the reader in to find out how the interesting fact leads to a point. You can use many methods to capture your reader’s interest.

Curiosity: A duck’s quack doesn’t echo. Some people might find a deep and mysterious meaning in this fact…

Definition: A homograph is a word with two or more pronunciations. Produce is one example…

Anecdote: Yesterday morning I watched as my older sister left for school with a bright white glob of toothpaste gleaming on her chin. I felt no regret at all until she stepped onto the bus …

Supporting Sentences

The body of your introductory paragraph should fulfill two functions: It should explain your first sentence and should build up to your thesis statement. You'll find that this is much easier than it sounds. Just follow the pattern you see in the above examples.

During the revision stage for the paper as a whole, you can make further refinements to the introduction as needed.

• Examples of Great Introductory Paragraphs
• 100 Persuasive Essay Topics
• Write an Attention-Grabbing Opening Sentence for an Essay
• How to Write a Good Thesis Statement
• Definition and Examples of Analysis in Composition
• 10 Steps to Writing a Successful Book Report
• The Ultimate Guide to the 5-Paragraph Essay
• Tips for Writing an Art History Paper
• How to Help Your 4th Grader Write a Biography
• Writing a Descriptive Essay
• How to Develop a Research Paper Timeline
• How to Write a Solid Thesis Statement
• How to Structure an Essay
• How to Write a Response Paper
• How to Start a Book Report

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Guest Essay

Melinda French Gates: The Enemies of Progress Play Offense. I Want to Help Even the Match.

By Melinda French Gates

Ms. French Gates is a philanthropist and the founder of the charitable organization Pivotal.

Many years ago, I received this piece of advice: “Set your own agenda, or someone else will set it for you.” I’ve carried those words with me ever since.

That’s why, next week, I will leave the Bill & Melinda Gates Foundation , of which I was a co-founder almost 25 years ago, to open a new chapter in my philanthropy. To begin, I am announcing $1 billion in new spending over the next two years for people and organizations working on behalf of women and families around the world, including on reproductive rights in the United States.

In nearly 20 years as an advocate for women and girls, I have learned that there will always be people who say it’s not the right time to talk about gender equality. Not if you want to be relevant. Not if you want to be effective with world leaders (most of them men). The second the global agenda gets crowded, women and girls fall off.

It’s frustrating and shortsighted. Decades of research on economics , well-being and governance make it clear that investing in women and girls benefits everyone. We know that economies with women’s full participation have more room to grow. That women’s political participation is associated with decreased corruption. That peace agreements are more durable when women are involved in writing them. That reducing the time women spend in poor health could add as much as $1 trillion to the global economy by 2040.

And yet, around the world, women are seeing a tremendous upsurge in political violence and other threats to their safety, in conflict zones where rape is used as a tool of war, in Afghanistan where the Taliban takeover has erased 20 years of progress for women and girls, in many low-income countries where the number of acutely malnourished pregnant and breastfeeding women is soaring.

In the United States, maternal mortality rates continue to be unconscionable , with Black and Native American mothers at highest risk. Women in 14 states have lost the right to terminate a pregnancy under almost any circumstances. We remain the only advanced economy without any form of national paid family leave. And the number of teenage girls experiencing suicidal thoughts and persistent feelings of sadness and hopelessness is at a decade high.

Despite the pressing need, only about 2 percent of charitable giving in the United States goes to organizations focused on women and girls, and only about half a percentage point goes to organizations focused on women of color specifically.

When we allow this cause to go so chronically underfunded, we all pay the cost. As shocking as it is to contemplate, my 1-year-old granddaughter may grow up with fewer rights than I had.

Over the past few weeks, as part of the $1 billion in new funding I’m committing to these efforts, I have begun directing new grants through my organization, Pivotal, to groups working in the United States to protect the rights of women and advance their power and influence. These include the National Women’s Law Center, the National Domestic Workers Alliance and the Center for Reproductive Rights.

While I have long focused on improving contraceptive access overseas, in the post-Dobbs era, I now feel compelled to support reproductive rights here at home. For too long, a lack of money has forced organizations fighting for women's rights into a defensive posture while the enemies of progress play offense. I want to help even the match.

I’m also experimenting with novel tactics to bring a wider range of perspectives into philanthropy. Recently, I offered 12 people whose work I admire their own $20 million grant-making fund to distribute as he or she sees fit. That group — which includes the former prime minister of New Zealand, Jacinda Ardern, the athlete and maternal-health advocate Allyson Felix, and an Afghan champion of girls’ education, Shabana Basij-Rasikh — represents a wide range of expertise and experience. I’m eager to see the landscape of funding opportunities through their eyes, and the results their approaches unlock.

In the fall, I will introduce a $250 million initiative focused on improving the mental and physical health of women and girls globally. By issuing an open call to grass-roots organizations beyond the reach of major funders, I hope to lift up groups with personal connections to the issues they work on. People on the front lines should get the attention and investment they deserve, including from me.

As a young woman, I could never have imagined that one day I would be part of an effort like this. Because I have been given this extraordinary opportunity, I am determined to do everything I can to seize it and to set an agenda that helps other women and girls set theirs, too.

Melinda French Gates is a philanthropist and the founder of Pivotal, a charitable, investment and advocacy organization.

Source photographs by Bryan Bedder, filipfoto, and Westend61, via Getty Images.

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4 tips for introducing new leads into a dry sales pipeline.

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Business team discussing new sales leads

Digital technology has transformed the traditional sales pipeline from one isolated from marketing to a single “smarketing” funnel. The process from lead to conversion is now far more integrated, seamless, and precise.

Despite all the changes, getting prospects into the sales funnel is still a numbers game. The more of them you attract, the more you’ll be able to move to the bottom.

Still, I wouldn’t recommend that you just throw good money after bad to see if something—anything—will stick to the wall. Instead, take advantage of 21st century digital goodness while also increasing the number of new leads you can pull into a sales pipeline that may be drying up. Here are a few tips you might want to try to keep your leads flowing:

1. Get Back Out There

The pandemic certainly put the kibosh on in-person gatherings like conferences and events. At first, many sales professionals worried how not having them would affect business. Then, a funny thing happened: they found out how convenient, cost-effective, and comfortable virtual events could be. There was no travel time, expenses, or even a need to put on something nicer than your favorite sweatpants.

What was lost were all the other advantages hosting and attending events and conferences in the flesh could yield. I find it difficult to meet prospects virtually, let alone engage and build real connections with them. And if I’m not even getting acquainted, I can’t usher them into the sales funnel.

It wasn’t so long ago that conferences and events provided many brands with most of their new leads. Now, there’s the unparalleled opportunity to leverage those leads with innovative digital strategies that propel them down that funnel.

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The pandemic became endemic a while ago. If your sales pipeline is sparse or worse, deserted, get back out there, and make people aware of your brand.

2. Reach Out to People Who Know You

Sometimes, the path to prospects is littered with people who already know you and your brand. I was introduced to many of my best clients by someone familiar with my companies. Instead of waiting for fate to step in, make those connections happen.

Begin close at home if you have family or friends in your social circle who may know someone who knows someone. For example, if your company sells a fitness app, ask your connections if they have gym memberships and if so, where. If they have a personal relationship with the owners, ask them for permission to use their names when approaching owners as prospects.

Reach out to the friends you’ve made in your industry as well. It’s highly unlikely that your direct competitors are going to introduce you to their customers. But those who aren’t going head-to-head with your brand may be happy to open some doors.

Don’t wait for someone you know to think about connecting you with one lead or thousands. You take the initiative. Even if no one in your circle has any suggestions right off the bat, you’re the first person who will come to their mind if the opportunity presents itself.

3. Revamp Your Digital Presence

When was the last time you took a deep dive into your brand’s entire digital presence? In the beginning, you probably had a good handle on the connectivity and cohesiveness of your website, social media, paid advertising, content, and email marketing. As you’ve responded to rapid changes, new opportunities, and unique challenges, you may be losing the battle to keep everything working in unison.

You should be using your overall digital presence as a tool to find far better prospects , rather than simply more of them, to fill your pipeline. Winnow the wheat from the chaff and invest your digital resources in those prospects most likely to reach the bottom of the sales funnel.

Potential customers may be hitting refresh only to find your brand’s same old assets with the same old content. If that’s the case, they’re not seeing anything that’s piquing their interest enough to make contact. It’s your job to give them something that will. For example, if you’ve already tried using basic SEO tools but still aren’t seeing results, it may be time to look for more advanced SEO services that could help you identify the root of the cause.

Take the time to sit down and look at every component and hit your own refresh on everything that’s become stale or incongruent. If you do, you might catch the attention of prospects who now see something they like about your brand. The goal isn’t just to be visible to them. It’s to leave them wanting more.

4. Give Some Away

Giving some away here doesn’t mean selling your brand’s products for less than they’re worth just to whet prospect pipeline potential. What it does mean is that giving potential customers a taste of what they’re missing might convert them to leads.

Giving away something for nothing is often an effective tactic for making something out of nothing. Confused? Don’t be. This is an ancient tool in the marketing toolbox, and it’s one you might want to dust off and start using.

What your brand sells will determine whether free trials, BOGOs, price reductions, or free gifts with purchase are best suited for you. But no matter how savvy audiences are and how competitive the market gets, the power of the premium freebie reigns eternal.

Of course, you’ll need to watch your profit margins. If you can’t absorb the hit on your own, look for co-branding opportunities that make sense. Either way, people like deals, so give them one to get them acquainted with your brand.

Open the Spigot

Dry sales pipelines don’t fix themselves. Take a few steps to find and attract new and better prospects. Your team can take it from there.

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Photo Essay: Celebrating 2024 Commencement

"As you become alumni of HDS, I ask that you take the School's vision, its mission, and the responsibilities of upholding such aspirations with you wherever your journey may lead.

"Harvard Divinity School Class of 2024, we need you. We need religious leaders to help us navigate sorrow and celebrate life's greatest joys."—HDS Dean Marla F. Frederick

Harvard Divinity School celebrated the Class of 2024 during the Multireligious Commencement Service on May 22 and the Diploma Awarding Ceremony on May 23.

Below is a selection of photos featuring our new graduates with their student colleauges, HDS faculty, proud family members and friends, staff, and alumni.

For more pictures of 2024 Commencement, please visit  HDS on Instagram .

Graduates make their way into the tent on the Campus Green before the festive Multireligious Commencement Service. / Photo: Justin Knight

The HDS Justice and Music Collective jammed together, singing and opening the Multireligous Commencement Service with their rendition of “This Little Light of Mine.” / Photo: Justin Knight

As a part of the Multireligious Commencement Service, graduating students were invited to share part of a religious text or arrangement that showcases their faith or practice. Here, Amin Qureshi, MTS '24, recited chapter 1, verses 1-7 from the Qur’an as a part of the offerings of wisdom. / Photo: Justin Knight

Francesca Robinson, MDiv '24, and Eve Woldemikel, MDiv candidate, led a powerful singing meditation of Molly Bajot’s “Change Is Coming.” Alongside the HDS Commencement choir and band, their voices were a testament to the transformative power of community imagination. / Photo: Justin Knight

From the Assamese tradition, Twyla Barkakoty, MDiv ‘24, performed a Bihu dance, “Sotote Sokori X Boxontor Janoni,” choreographed by Lakhinandan Lahon. / Photo: Justin Knight

HDS Dean Marla F. Frederick delivered the faculty address during the Multifaith Commencement Service. She spoke about her family and how her experiences with grief, hard work, and joy have informed her time as Dean of Harvard Divinity School. She concluded with a call for love to guide our work and to never to stop believing we can create a better world. / Photo: Caroline Cataldo

Auds Hope Jenkins, MDiv '24, was the class speaker at the Diploma Awarding Ceremony on May 23. Jenkins' address began with the poem, "If I Must Die," by Refaat Alareer, and concluded with a call for graduates to stand in their truth, united with the force of their love. / Photo: Justin Knight

During the Diploma Awarding Ceremony, HDS Dean Marla F. Frederick hands Samirah Jaigirdar, MTS ‘24, her diploma. / Photo: Justin Knight

—by Maddison Tenney, HDS communications editorial assistant

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