Over the past couple weeks I have been trying to understand how to write a good lede. A strong, appealing lede so that I can make a good grade in my writing class and to be a better writer. In this process I have been scanning the local paper, The Times Union. It was not until today that I came up with this brilliant comparison.
A lede is like window shopping.
The purpose of a storefront window is to draw the customer in. The window designer must select the stores latest trends or newest designs and use them to put together a window that appeals to the potential customers walking by. A lede essentially does the same thing but with words.
For example let dissect the article, "Dark Chocolate Brightens Health Outlook" from today's Times Union Health and Fitness section.
The writer, Jodi Brindisi, does a great job, in my opinion, of capturing her audience. Her lede is made up of 4 simple questions each with their answer.
"Have high blood pressure? Eat chocolate. Have high cholesterol? Eat chocolate. Need an upper? Eat chocolate. Post-workout recovery? Drink chocolate milk."
In these simple 4 questions she draws not only the health nut in but also those who love chocolate. Who wouldn't want a reason to eat more chocolate? Her lede uses common, easy to relate to health concerns most Americans face at their doctors appointment to appeal to a broad set of readers.
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