Writers who want to entice readers to journey into their content must write captivating leads and headlines. A great lead sentence or headline is like that first spoonful of a warm chocolate brownie smothered in melting vanilla ice cream drizzled with caramel sauce. It is pleasurable and promises more to come. The diner, like the reader, is hooked, believing that the rest of the brownie is going to be worth eating or the content worth reading.
Prior to approaching any writing project, I ask myself, “Who is my audience and how can I fill its needs?” Each audience has different needs, so I believe a successful writer asks probing questions and conducts research before writing the first word.
Common audience needs include the desire to: