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Sell stories to more readers

To attract readers, carefully choose your headline and lead sentence words.
Advertising copywriters like legendary Claude Hopkins measured response.
This helped them appeal to people who want or need what they offer.
The same principle holds true to news and sports writing.
To attract readers, entice them with your words.
The Washington Post has pulled this off by combining serious journalism with stories that appeal to the heart. A couple of examples:Orphaned boy moved to his grandparents’ home
Now the homeowners association would kick him out

After his parents died, teenager Collin Clabaugh moved to Prescott, Ariz., to live with his grandparents.

Police thought her husband died from a fall
Then his wife admitted to poisoning him

Lana Sue Clayton claimed that she didn’t mean to kill her husband when she poisoned his drinking water.
The Post uses classic 2-sentence headlines and alluring lead sentences. 
You can see why this technique attracts readers.

Here are a couple of examples of how we can do this.
There’s nothing wrong with the original headline and lead on our site.

The Original:

$1 million lottery ticket sold in Lexington
A Lexington Powerball player is holding a $1 million ticket. It was bought at the Stop N Shop at 1104 N. Lake Dr. in Lexington for Wednesday night’s drawing.
Read more

The Revised:

Do you have the $1 million lottery ticket?
Read on, you may be holding it

The state lottery winning $1 million ticket was bought at the Stop N Shop at 1104 N. Lake Dr. in Lexington for Wednesday night’s drawing.
 Check your ticket as the winning numbers are… 
Read more

The Original:

Dutch Fork hands Lexington boys 1st loss
Gilbert boys win 1st game of season

A 9-game winning streak in Region 5-5A ended Tuesday in Irmo for the Lexington boys’ basketball team. 
The Wildcats were defeated 45-38 by 7th ranked Dutch Fork. 
Read more

The Revised:

Lexington loses heartbreaker to Dutch Fork
Gilbert boys win their 1st game of season

Lexington’s 9-game Region 5-5A winning streak ended Tuesday in Irmo as 7th ranked Dutch Fork won 45-38. 
Read more  Choosing emotional words like “heartbreaker” and naming 3 schools in the 2-sentence headline will draw readers who are fans of all 3 teams.
Of course, we can do this with our print stories, too.

Give it a try. With practice, it becomes a natural way for you to write.

For more tips like this, write JerryBellune@yahoo.com