5 Ways To Simple, Fast Lede Lines

Alright – first of all I apologise for this video.

I did some editing.

Only, the software I use has “fade” as the default setting on all transitions.

This I did not know.

As a result, some of the transitions overlap. In fact I’ll be honest and say that with some of them, it has a bizarre dreamlike feel.

Not unlike finding Patrick Duffy in the shower after a whole series of Dallas…

But let’s plough on regardless.

In this Q and A video episode, Romy wrote in to ask:

My one and only major problem is lede lines, lots of time i’m unable to get idea about  how should i start writing my content copy.

writing lede lines are really difficult task for me sometime. so can u please tell me how should i make easier and smoother.

No problem Romy!

What Are Lede Lines?

The lede (also known as “lead”) kicks off your copy. It comes after your headline and it has to work pretty hard to keep the momentum of your reader’s interest after you got them with your headline.

A lot of people struggle because when you’re faced with a blank page your mind can either go blank, or be overwhelmed by all the possibilities of how you could start.

So in the video I break it down and give you 5 examples to kickstart your writing.

Before You Write:

To make sure you don’t go off on a tangent, you want to make sure your lede:

After that, you could use one of these examples to get you writing quickly and pain-free:

1. Tell a story

Whether it’s a case study or a typical scenario that your customer can relate to, people like stories and done well, evokes an emotional reaction and empathy from your reader

2. Make an announcement

You could just come right out and say what it is you want them to know. If you have an audience that likes to know the facts, an urgent deadline or an event fast-approaching you might want to get the impertinent facts out early.

3. Poke the problem

Show your customer they’re in the right place, and arouse their emotions by painting a picture of the problem they’re going through.

4. Make it newsworthy

If there is a relevant and current news story that affects your product or target market, this is one approach that works well if you want a more “editorial” approach.

5. Ask a question

If you’re a really struggling, a simple question that relates to identifying your target market or identifying their pain can be a quick springboard to get you writing.

So Romy, I hope this helps and I hope the video isn’t too odd for you!

Webinar Tuesday 21st Feb

If you read the blog post on the death of the USP, you’ll know that I’m doing a free webinar next Tuesday helping people identify their “Unique Story Proposition”.

Sign up below to get details on how to register.

  • Date: Tuesday 21st Feb
  • Time: 12-1pm Pacific / 8-9pm GMT



  1. says

    Hey Amy, another great video! I love your point about telling a story, this is something that’s always proved really effective in my own writing and it’s much more engaging to read.

    I hope you don’t mind, but I really have to give you a tip for your videos. You should definitely use more lighting (3 point lighting if possible). I’m an avid reader of your site, and really enjoy your content but even I struggle to be engaged by your videos (at least visually) for longer periods of time. If your videos were well lit I guarantee you’d get more views and appear more professional.

    • harrisonamy says

      Hey Tom – thanks forcommenting. You’re right about the lights, and I should probably get a proper mic to as I would like to do more video. It’s on my intention list :-) Till then I might have to do them outdoors.


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