You ever hear a newscast open with: “Today, the city council is meeting in closed session to discuss budget overruns in the Eastside redevelopment zone…”, and think, “Oh goodie, lemme cancel my lunch plans!” No? Exactly. That’s why this first lesson is all about leading with what matters—to them, not you. That’s never happened. When writing for any information segment, lead with a hook!
The Golden Rule: Write for Their Ears, Not Your Ego
Too many stories begin from the inside out. Official sources. Bureaucratic lingo. Legal structures. Facts. Snooze. If your lead sentence would feel at home in a police blotter or legal filing, rewrite it. Twice. Start with the listener’s world, not the system’s rules. The goal? Make them lean in with a “Wait…what?”
