Storytelling

To Keep Readers Hooked, Embrace the Anecdotal Lead

The news writing strategy has direct applications in marketing, too.

The anecdotal lead challenges you to tell an illustrative story in as few words as possible. (Credit: Layers feature in Canva)

One of the most successful advertisements in history was the “Two Men” letter by The Wall Street Journal. This sales letter is many copywriters’ Roman Empire; it produced over $2 billion in subscription sales for the paper over the course of the 21st century, largely without any edits or revisions.

Here is how the two men letter opens:

“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both — as young college graduates are — were filled with ambitious dreams for the future.

Recently, these young men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department. The other was its president.”