Leads & Conclusions (Elements of Article Writing)

Marshall J. Cook shows you how to grab readers, keep them reading, and make them remember your article. With his help, you'll learn to develop good leads for any article, seduce readers without resorting to misleading tricks, identify readers and meet their needs, use fiction techniques to increase dramatic impact without compromising the facts, work with multiple viewpoints, avoid cliches and muddy language, write cliff-hangers that will keep readers hungry for future installments of long articles, and frame stories with linked leads and conclusions.
Cook also takes you through the anatomy of a story and shows you how to create bridges between your lead, body and conclusion.
With his help, you'll learn to write openings that are more than catchy - they'll set the tone, establish the theme, and make your readers care. You'll learn to craft conclusions that surprise, delight and satisfy. And your words will resonate in your readers' minds long after they've finished your article.

Marshall J. Cook is an instructor at the University of Wisconsin.