A lead-in is your opening line, your handshake, your first-date energy. It doesn’t need to be long or loud. But it does need to hook your reader and give them a reason to keep reading.
In this guide, we break down seven lead-in formats that work, plus when to use them, what to avoid, and why the first thing you say might be the last thing anyone reads if you get it wrong.
Let’s fix that.
What is a lead-in and why does it matter?
A lead-in (or “lede,” if you want to sound like a journalism major from 1973) is the opening sentence or paragraph that draws readers into a piece of writing.
A good lead-in does three things:
- Grabs attention
- Sets the tone
- Signals what’s coming next (without giving everything away)
You’ll find lead-ins everywhere: in blog posts, email newsletters, UX copy, executive memos, LinkedIn posts, and ad copy. If there’s a chance someone might bounce, the lead-in is your best shot at convincing them to stay.
Here’s a quick comparison:
❌ “Content is king in 2024.” ← This is just noise.
✅ “A good lead-in doesn’t introduce the topic. It dares the reader to ignore it.”
Lead-ins vs. introductions vs. segues
Lead-ins, intros, and segues. These three play very different roles, and confusing them is how you end up with a 200-word intro that says absolutely nothing, or a lead-in that sounds like it wandered in from someone else’s blog.
So let’s break it down:
The lead-in: your hook
This is your opening line, the “I dare you to stop reading” moment. It’s here to earn attention. Fast.
Think of it like the cold open in a Netflix show: Someone’s running. Something just exploded. You don’t know what’s happening, but you’re locked in.
The introduction: your setup
Once you’ve got their attention, the intro gets to work. It lays out what this piece is about, who it’s for, and why it’s worth their time.
The intro is your first date. Use it to build trust and set expectations. A good one says: “I know where we’re going, and it’s gonna be good.”
The segue: your smooth operator
A segue connects one idea to the next, kind of like stitching between scenes in a movie or the transitions between songs on a good album.
You’ll use segues throughout the body of your content, especially:
- Between paragraphs that shift focus
- Between sections (like one H2 to another)
- After an example, when you pivot back to your main point
Think of segues as the sentence that says:
✍️ “That’s the big picture. Now let’s look at the details.”
✍️ “Still with me? Cool — here’s where it gets useful.”
📣 Your intro is not a TED Talk. Skip the warm-up and check out these 9 essential content writing tips to write stronger, sharper blog posts from line one.
The real job of the lead-in
The job of your lead-in changes depending on where it shows up and what your content is meant to achieve. If you don’t anchor it to the right place and purpose, you’re just hoping your reader sticks around out of kindness.
Let’s break it down:
Blog post lead-ins
What the lead-in should do: Show empathy or insight. Set up a clear, fresh angle.
Why it matters: Most blog readers aren’t just looking for info, they’re looking to feel seen. A good blog lead-in shows you understand their context, their pain, or their goal. It frames the post so your point of view stands out in a sea of sameness.
✅ “I know what you’re dealing with — and I’ve got something different to say about it.”
❌ “As content becomes more important than ever…”
News or update lead-ins
What the lead-in should do: Deliver clarity and relevance, fast.
Why it matters: This is where people come for answers. If your lead-in doesn’t immediately explain what happened or why it matters right now, readers will bounce to go find that info somewhere else.
✅ Sum up the who, what, when, where, and, if possible, the so what.
❌ Not the time for a quote from a Greek philosopher.
Long-form or essay lead-ins
What the lead-in should do: Establish tone and build trust.
Why it matters: You’re asking the reader for a bigger time commitment and maybe a little thinking. The lead-in needs to prove you’re worth it. Set the tone early. Show that you’ve got a perspective, and the depth to back it up.
✅ Use a strong observation, an unexpected take, or an honest question.
❌ Don’t spend the first three sentences getting comfortable; by that time, they’ve already left.
Sales or landing page lead-ins
What the lead-in should do: Validate pain, trigger curiosity, and hint at the solution.
Why it matters: This is conversion territory. If your first line doesn’t make someone think “Yep, that’s me”, they’re not sticking around to read your features list. You want to press the pain just enough to make them want the fix, then show them there’s more coming.
✅ Make it personal, urgent, or intriguing. Think: “Here’s why [X] isn’t working for you.”
❌ “Welcome to our revolutionary solution.”
Email lead-ins
What the lead-in should do: Match the subject line tone and drive the scroll or click.
Why it matters: If your subject line is all charm and your lead-in opens like a LinkedIn cold pitch, the disconnect kills trust. The lead-in should either pay off the hook or move the reader to the next beat immediately.
✅ Keep the voice consistent. Make it conversational. Give them a reason to click or scroll.
❌ Don’t make them dig for the point; they won’t.
💡 Writing something worth reading is step one. Writing something that converts? That’s another beast. This post on 10 proven strategies to create content that converts breaks down how to turn scrolls into signups, clicks, and actual results.
7 Lead-in formats that work (with examples)
Some lead-ins make you curious. Some build trust. Some punch you in the gut (in a good way). The key is knowing which format works best for the kind of piece you’re writing — and then using it on purpose.
Here are 7 lead-in formats with examples and notes on when to use (or avoid) each one.
1. The summary lead
Purpose: Drop the key facts up front
Best for: News, reports, announcements
This is the classic. The go-to. The “just tell me what happened” of lead-ins.
You’ve seen it a million times — especially in journalism or newsy blog posts. A summary lead delivers the who, what, when, where, why (and maybe how) right up top.
I reach for this one when I’m writing something that needs to deliver immediate context — like a product launch, company update, or data-driven post that earns the reader’s trust in the first sentence.
💡 Tip: Write this one last. A summary lead only works if you actually know what the piece is about, and sometimes you don’t figure that out until you're halfway through.
What it does well:
✅ Gets to the point
✅ Builds trust with time-restrained readers
What to watch out for:
❌ Can sound dry or robotic if you don’t inject some voice
❌ Won’t carry emotional or complex storytelling well
💡 Example:
“Google is sunsetting third-party cookies in 2025, a shift that could upend how 60% of ad spend is tracked online.”
2. The anecdotal lead
Purpose: Humanize complexity with a story
Best for: Long-form, case studies, feature content
Sometimes the best way to start is with a story.
An anecdotal lead drops the reader into a moment, something real, specific, and grounded. It might be funny, emotional, awkward, or small, but it sets the tone and invites the reader in through experience.
This one’s my go-to when I’m writing in first person. It works beautifully when you need to establish voice, make a point more human, or give the reader something concrete to latch onto.
1 detail > 5 generalizations
What it does well:
✅ Feels personal and memorable
✅ Builds emotional connection fast
What to watch out for:
❌ Can feel indulgent if the story doesn’t go anywhere
❌ Needs to connect to your point; don’t make readers guess why it matters
Want to see this kind of lead in action? Our case study starts with a pain point you’ll probably recognize.
3. The scene setter
Purpose: Drop the reader into something
Best for: Profiles, thought leadership, essays
Cue the moody lighting and minor-key piano.
A scene-setting lead enters slowly, looks around, and lets the silence do some of the talking. This is your cinematic opening shot, the moment that tells your reader something’s about to happen... even if nothing technically has.
I love this one when I’m writing long-form explainers, or anything that needs a little narrative air. You’re setting the stage, controlling the vibe, and whispering: “Stay with me. I promise this is going somewhere.”
What it does well:
✅ Sucks the reader into a mood
✅ Gives your voice and storytelling room to breathe
✅ Makes even boring topics feel like the start of a novel
What to watch out for:
❌ Don’t get so wrapped up in your vibes that you forget your point
❌ Don’t start cinematic if your content can’t keep the pace. A big, dramatic opening needs something worthy of following it.
Here’s how we used a scene-setting lead in our DSLX rebrand story:
4. The question lead
Purpose: Create tension
Best for: Blog intros, newsletters, conversion copy
What do you do when your brain won’t come up with a clever hook? You outsource the pressure… to your reader.
That’s the charm of a question lead — you don’t just launch into your argument, you invite the reader in. A well-placed question flips the script. It turns a passive scroll into a mental nod: “Wait… I have wondered that.”
It works because it taps into curiosity, frustration, ego, or all three. And it’s especially great when you want to mirror the way someone might search, think, or panic-Google your topic at 1 a.m.
What it does well:
✅ Hooks attention by triggering curiosity or panic
✅ Makes boring topics sound like someone actually cares
✅ Builds rapport fast, especially if the question is oddly specific
What to watch out for:
❌ Don’t ask something generic (“Do you want to grow your business?” Yes. Everyone does. Be more interesting.)
❌ Make sure you actually answer your question, and fast. If your question opens a loop, your next lines better close it.
💡 Example:
“Your email open rates are tanking. Is it your subject line, or your timing?”
5. The observational lead
Purpose: Frame the bigger picture.
Best for: Editorial, B2B writing, trend analysis, LinkedIn posts
You know that moment when you notice something no one else has said out loud — but everyone’s secretly felt?
That’s the observational lead.
You’re stepping back, scanning the landscape, and saying, “Here’s what’s really going on.”
I reach for this one when I want to come in hot with a truth bomb. It’s especially great for hot takes, opinion pieces, trend breakdowns, or anything where you’re trying to lead with insight instead of information.
What it does well:
✅ Positions you as thoughtful, experienced, or dangerously online
✅ Signals to the reader: “This isn’t just another SEO article”
✅ Works beautifully for POV-driven content, thought leadership, and newsletters
What to watch out for:
❌ Don’t mistake vagueness for insight. “We’re all just so busy these days” is not a take.
❌ Your observation should earn the spotlight. It needs to feel fresh, true, or at least gutsy.
Ray’s recent post, “Where Can Content Go Next?” is a textbook example of an observational lead done right.
6. The first-person lead
Purpose: Build connection. Use sparingly.
Best for: Opinion, blog content, founder POVs
Hi! It’s me. I’m the main character (just for a second).
A first-person lead opens with you, your story, your mistake, your wild little moment that tees up the bigger point. The key is relevance. The story you start with has to go somewhere. Otherwise, you’re just saying,
“I once had a job where I wrote a lot of content.”
(Cool story, bro.)
Remember, it’s not a diary entry. Your story isn’t the whole point, it’s the entry point. The reader still needs to see themselves in what you’re saying, or at least be intrigued enough to follow you into the next paragraph.
What it does well:
✅ Makes you instantly likeable (or at least less LinkedIn-y)
✅ Adds soul to founder stories, essays, or anything that risks sounding like it was approved by Legal
What to watch out for:
❌ Don’t trauma-dump in paragraph one. This isn’t your therapist, it’s your reader.
❌ Oversharing without a takeaway? That’s just a long-winded “anyway…”
In this personal piece from Ray, the first-person lead brings you in close.
Yes, Ray again.
Yes, he’s in his storytelling era.
7. The zinger (aka short sentence lead)
Purpose: Hit hard
Best for: Op-eds, bold B2B blogs, strong POVs
This one doesn’t ease in. It kicks the door open.
A zinger lead is short, sharp, and slightly dangerous. It’s the kind of sentence that makes your reader pause — either because they’re laughing, wincing, or already offended (in the best way). Just pure, well-aimed verbal caffeine.
You’re here to start something.
It’s perfect for hot takes, opinion pieces, spicy newsletters, or any content where your tone is confident, playful, or just a little unhinged. The zinger signals that you’ve got a point, and you’re not going to waste time getting to it.
Pro move: Write five versions. Keep the one that makes you flinch.
What it does well:
✅ Grabs attention instantly
✅ Sets tone with clarity and edge
✅ Makes your reader feel something — curiosity, rage, respect, all fair game
What to watch out for:
❌ If it doesn’t set up your topic, it’s just noise
❌ If it’s not followed by substance, it’ll feel like clickbait in prose form
💡 Example:
“Your landing page reads like a hostage negotiation.”
Lead-in deal-breakers: What to avoid
Even the best writers sometimes trip over their own intros. Whether it’s a cliché, a tangent, or a sentence that feels like it was assembled by committee, a weak lead-in is a fast track to the back button.
Here’s what to avoid.
Clichés
❌ “In today’s fast-paced world…”
❌ “From ancient times to today…”
If your opener sounds like AI wrote it, start over.
Clichés tell the reader you’ve got nothing new to say. And if your very first sentence feels like déjà vu, they’re not going to stick around for the remix.
Better rule of thumb? If you’ve seen it on a thousand slide decks, it doesn’t belong at the top of your story.
Fake questions
❌ “Have you ever wondered what makes a great marketer?”
No, and I’m about to bounce.
If your question has an obvious answer (“Do you want more leads?”), skip it. If it sounds like you’re about to launch into a TED Talk called “What Even Is Marketing?”, skip it harder.
If you’re going to ask a question, make sure it does one of three things:
- Expose a tension
- Tap into a weirdly specific truth
- Spark curiosity that your next line will satisfy
Otherwise, you’re just talking to yourself in italics.
Overpromising
❌ “This one secret will revolutionize your funnel.”
Too loud, too early.
When your lead-in sounds like it’s trying to sell me a supplement, I don’t trust the rest of your paragraph, or your funnel. Overpromising is the fastest way to set expectations that your content can’t meet. And unless your next line is literally a secret map to better MRR, it’s going to fall flat.
Be specific. Be clever. Be slightly chaotic if you must — just don’t yell “game changer” before you’ve even named the game.
Slow Starts
❌ “Marketing has changed a lot in the past few years.”
No kidding.
Slow starts fail because they assume your reader is already interested. Spoiler: they’re not. You’ve got a sentence — maybe two — to prove this isn’t just another filler post. And a recap of the obvious isn’t the way.
The biggest problem with slow leads is that they’re lost opportunities. That first line could’ve been a stat, a story, a surprise, a punch.
Quick tips to write a lead-in
You’ve seen the formats. You’ve met the red flags. But what about the real moment when you’re sitting in front of a blank doc, the cursor blinking like it’s judging you?
Here are quick tips to help you write something that works.
H3: Know what you’re setting up
Start with the reader’s goal or problem, not yours. Ask yourself one question: “What does the reader need from this and why should they care The lead-in: your hook?”
Not later. Not by paragraph four. Right now.
Whether your piece is solving a problem, challenging a belief, or teaching someone how to use a dropdown menu, your lead-in needs to reflect that purpose.
The job of your lead-in is to get the reader to the next line.
And the best way to do that is to start where they are, not where you wish they were.
Draft three options
Don’t lock in too fast. Try a different format. Turn your summary into a story. Your story into a zinger. Your zinger into a question.
Don’t fall in love with your first sentence. Fall in love with the best version of it.
Read it out loud
This is the ultimate cringe test.
If you can’t read your lead-in out loud without trailing off at the end or quietly hating yourself, it’s not ready. When you say it out loud, you’ll hear:
- Where your tone feels robotic
- Where you’ve used six words that could’ve been two
Make it earn its space
You’re asking the reader to trade their next eight seconds for whatever comes next. So make it worth the scroll.
Ask yourself:
- Does this line give them a reason to care?
- Does it set up tension, intrigue, or a benefit?
- Would I keep reading if I saw this on someone else’s blog?
Write the lead first, edit it last
Even seasoned writers know the first sentence is the hardest. Not because we don’t have anything to say, but because we have too much, and we’re trying to shrink it down into one tight, irresistible opening line.
Want help sharpening your intros, structure, and story chops?
We teach this (and more) inside dslx Academy, a creative upskilling space for writers who want to charge more for their brain and get better on purpose. Check out our flagship modules, micro masterclasses, and spicy feedback sessions.
See you there! 👋
