This document provides guidance on writing compelling leads for news stories. It lists questions journalists should consider to identify the main theme or focus of a story. Some examples include the most important information for readers, something that would grab a reader's attention, or an anecdote that captures the essence. The document also suggests considering the appropriate voice, including a human perspective, or using a relevant quote. It advises focusing the lead on reader interest, memorable facts, a representative person, descriptive scenes, relevant quotes, contrasts, questions, or narrative storytelling.