«Return to Blog List These are a few of my favorite leads…
The typical ghost story begins, "It was a dark and stormy night…" While it’s now become cliche, it’s a good lead sentence because you want to know more. The scene has been set, encouraging the reader or listener to continue.
The same goes for the lead on a customer success story or case study. How you open your story either grasps the reader right there, or loses him/her.
That’s why I encourage writers and companies to move "About" sections to the end of customer stories and begin with engaging copy from the first sentence. It’s no different than reading a feature story in a magazine or newspaper.
Here are a few of my own favorite leads from customer stories. I’d love to hear some of yours.
Tennessee is more than 600 miles from the Atlantic Ocean. But as far as HR Widget Company was concerned, the Chattanooga-based company’s HR department was struggling to navigate a phenomenon it called, "The Bermuda Triangle."
For a few weeks out of the year, Bob Smith’s job keeps him up at night.
NFL wide receiver Terrell Owens uses it, as does former Boston Marathon winner and current running coach Alberto Salazar.From pro sports teams to college athletics to children and adults with injuries or disabilities, therapy pools have been the answer for low-impact training, and faster recovery and rehabilitation.
What are some of your favorite leads – either your own or those you’ve seen? Please share!