Nonfiction Ink

In the previous three posts we looked at how to select which opening works best for your book or specific chapters and reviewed eight effective leads: the Anecdote / Case Study, the Quotation opening, the Descriptive or Narrative lead, the One-Line Hook, beginning with Statistical Information, launching with a Theme, the Question lead, and the Comparison method. In this final installment, we look at four more opening techniques.

9. DIRECTLY ADDRESSING THE READER
Direct address uses the second-person “you” to directly connect with the reader and is often combined with another type of lead.

We have some ideas about you, and we were curious to see whether they’re correct. If you’re reading this book, you’re most likely a business professional, perhaps a small business owner, or maybe someone in marketing, public relations, or some other communications world. Or perhaps you’re a technologist, such as Web designer or a software engineer. (“Trust Agents” by Chris Brogan and Julien Smith)

10. JOURNALISTIC LEAD
The journalistic lead contains all the necessary information in the opening: who, what, where, when, and why.

November 26, 2008 – Mumbai Rocked By Shooting. The first news headlines and photos of the devastating terror attack in India shocked the world as more than 300 people lost their lives and countless more were injured. We banded together as civilized people and poured out our compassion and aid for those affected by this senseless tragedy. What was equally amazing was the medium in which those first headlines and photos were delivered. It wasn’t CNN. It wasn’t National Public Radio. And it wasn’t “The New York Times”. (“Twitter Power” by Joel Comm)

11. FACTUAL OPENING
Factual leads contain facts that may be specific or general. They are often used to generate anticipation and interest in the information that will be developed further later in the chapter or book.

It took New Orleans 300 years to etch its image on the public consciousness – a city known around the world for food and music, pageantry and debauchery, and an irreverent, laissez-faire culture more attuned to the Caribbean than the Heartland. But it took one great storm a matter of hours to sear a new picture. (“Remembering Katrina”)

12. SUMMARY
Summary openings provide a preview of what is forthcoming in the book or particular chapter. It is a round-up and overview of all the information that you will be presenting.

Madrid is a rich amalgam of differing worlds. Narrow-laned old quarters and handsome plazas filled with regal statues are bordered by wide avenues and modern skyscrapers. World-class art galleries and museums vie for attention with secretive convents and tiny 17^th-century churches. The Plaza Mayor is filled with strolling families, tourists, lively cafes and souvenir shops. Madrid has more bars and cafes than most cities. Madrilenos love to eat well – be it a favorite neighborhood tasca or a fabled culinary mecca. And the city’s shoppers have their pick from ultrachic stores and boutiques selling the latest in international fashion to street markets where an elusive antique can be found. You name it, Madrid has got it. (Frommer’s Madrid)

YOUR TURN: Do you have any other techniques you use to launch your book or chapters?