How to Write Leads that Engage an Audience
By: Brenda Mahler
Tags: Writers On Writing, Introduction, Write, Voices, Style

How to Write Leads that Engage an Audience

Photo by MD Duran on Unsplash

Most adults have experienced sitting through a boring lecture that required strategically placed toothpicks to boost open our eyelids. However, we have also sat mesmerized by mentors with the gift of teaching who have us craving more information. The talent of presenting material in a manner that captivates the audience must begin immediately. Once interests wane, the challenge of waking a sleeping audience becomes intensely more difficult.

The same is true of expository writing, material designed to explain, teach, or inform. It is the writer’s responsibility to capture the readers’ attentions in the beginning by identifying their interests, answering questions, and making the material relevant to their needs. Because the makeup of audiences vary, introductions differ depending on the purpose for the message.

Different publications tailor information to their audience

A local newspaper covering the impact of a pandemic on the community might lead with statistics of infections and death, the impact on hospitals in the area, and information about business services available.

A syndicated national publication would report on how the pandemic has progressed around the country as well as other countries. Articles would present different perspectives and discuss impacts on politics, the stock market and foreign policy.

Celebrity tabloids might explain how upcoming movies have been impacted by the virus, name superstars who have contracted the disease, and promote the newest fashions in face masks.

The approach to a topic alters depending the audience and purpose

Once those are determined, it is the writer’s responsibility to determine which approach is the most effective.

Amateur writers error by announcing the subject of the article and expecting interested readers to eagerly consume the information. However, with the immense amount of news from social media, broadcast news, and print sources, readers have numerous choices to obtain information. Therefore, it is the burden of the writer to deliver material in a manner that tantalizes and entertains if they wish to capture a reader’s focus.

Writers possess many strategies to produce engaging introductions ranging from asking questions, sharing a story, describing the setting or maybe even beginning with a startling statement.

It is essential whichever technique a writer chooses to capture the reader, the decision is intentional, developed, and engaging. The remainder of the paper will maintain the flavor and voice of the first few sentences so the decision should be deliberate.

Examine the different options for beginning an expository essay and the samples provided. Each example shares a possible beginning to the same essay.

Question

Begin with questions that will be explored throughout the remainder of the writing. The more intriguing the question, the stronger the impact will be on the reader. This will tease the reader into reading more to discover answers.

Example

When you think of people with heroic qualities, whose face do you see? Is it a kind face, someone with an intelligent mind or a formidable body with the strength to take action? Do you call them a hero because of one event or a lifetime of behaviors?

Example

When I think of a hero, I envision Cindy Gallagher. She shares her compassion, strength, and medical knowledge with all her patients and their caregivers, and they walk away enriched for knowing her.

Setting

Begin with a description of the setting that reflects the events. At the conclusion of a championship basketball game, the description might focus on the confetti, excited fans in the bleachers, music blaring, and lights flashing the score.

If the same story were being told from the opposing team’s point of view, the setting description would be much different. Then the focus would be on the trash littering the floor, the emptying of the bleachers, the deafening music that carries too much bass, and the burnt-out light on the scoreboard.

Example

She silently walked into the barren room surrounded by white walls, sensing the presence of fear and grief. Around her existed the contrast of loud commotions mixed with the silence of the unknown. The way she handled the situation demonstrated her compassion for humanity as she briefly provided encouragement. Her strength to move from one patient while remaining calm and composed demonstrated her ability to put her knowledge into action. However, this situation was not unlike many others that surrounded this silent hero.

Startling Statement

This may be one sentence that shocks the reader and then a paragraph that develops the statement with reasons and details or a series of shocking comments. The audience should be considered because what would shock one reader may be commonplace for another.

Example

Heroes no longer exist, or at least I didn’t think so. Their absence has caused a great abyss within the minutes that tick away in our daily lives. More devastating is the void of heroic qualities needed for society to continue. So, when someone does come along with qualities of a hero, it is noticed. Compassionate, strong, and intelligent, Cindy Gallagher is one who is noticed. She changed my mind and showed me how a true hero responds in crises.

Story Starter

When a brief anecdote begins the writing, it leads the reader into the remainder of the piece. Often this sets the mood and prepares the audience for what follows.

Example

During an emergency room visit to St. Alphonsus Hospital on a late night in June, I observed a hero take charge in a seemingly hopeless situation. There had been an accident on the interstate involving numerous vehicles and causing multiple injuries as well as casualties. The crowded hallways held patients disoriented and afraid surrounded by staff who triaged with competence.

It seemed like each person functioned independent of the other. The confusion hampered communication and systematic processes became lost in the stress of the moment. However, when Cindy Gallagher walked down the hall, the environment changed.

Quote

Quote an authority on the topic. This adds power to the writing when it is supported or introduced by someone the reader is familiar.

Example:

Merriam Webster’s Dictionary defines a hero as “a person admired for achievements and noble qualities . . . one who shows great courage.” By applying these standards I support the nomination for this years Hero in Health award. The person who deserves this honor is admired for all who know her, revered for her outstanding qualities, and respected for her dedication and willingness to but others’ needs before her own interests.

Maya Angelou said, “I think a hero is any person really intent on making this a better place for all people.” I couldn’t say it any clearer. It is a pleasure to introduce the hero of the night, Cindy Gallagher.

Strategy to write the perfect lead

Before beginning to write, try writing three different leads. Explore the possibilities by experimenting with various types of lead. Be sure to consider the audience and the purpose of the article because that will influence your decision as to which introduction to use. A pleasant surprise awaits that will positively impact your writing.