Start with a story
Anecdote makes a great lead
Anecdotes make your messages easier to believe, understand and remember. So use an anecdotal lead whenever possible to illustrate your key idea.
Once upon a time Take a tip from these Silver Anvil winners and tell me a story in your news release lead. Image by Clarisse Meyer
These leads from Silver Anvil Award-winning campaigns demonstrate the power of storytelling:
"Have you heard about the guy who mowed ‘Will You Marry Me?’ into his lawn? How about the practical joker who ‘accidentally’ dropped a fake diamond ring overboard, only to watch his girlfriend jump off their sailboat to retrieve it?"
— Korbel Champagne Cellars pitch
"Twenty-five years ago, on a holiday outing, a group of friends set off for dinner at a small country inn nestled in a quiet river town. As they rounded a bend in the road, they saw a small, quaint village, decorated for the holidays with lights that glowed on the fresh-fallen snow. This was the original inspiration for The Original Snow Village Collection — a nostalgic collection of lighted ceramic buildings that evoked memories of yesteryear."
— Department 56 release
"Even as the 200-foot giant mural was erected, Dallas resident Niki Eichman worried she might not be able to find her dog among the thousands of photographs.
"‘Buddy was hit by a car when he was very young,’ Eichman says of the 4-year-old Lab mix that shattered his pelvis and dislocated his elbow in the accident. ‘To this day, the only reason we can wrestle and play is because his veterinarian recognized his resulting arthritis and did something about it.’
"When she heard about a website this spring collecting stories of arthritic dogs to benefit canine arthritis research, Niki knew Buddy’s story should be included."
— Novartis Animal Health’s Deramaxx release
Learn techniques for writing better anecdotes.