This is the first sentence of the story that conveys what it is about and why we should care. It should be no more than 35-40 words. There are two types of ledes to avoid:
QUOTE LEDES – Using a quote from one of your sources to launch the story. The reader might perceive this as a fallback because you don’t know how to start your story. Instead paraphrase what was said.
Example: Customer relations is the key to a successful family business, Larry Rosen said at the 11th annual Business Family Day Celebration.
(not “Customer relations is the key to a successful family business” That was Larry Rosen, speaking at the 11th annual Business Family Day Celebration)
QUESTION LEDES – Posing a question to the reader, which the story proceeds to answer. These just delay the information. Your goal is to get to the point.
Example: Customer relations is the key to a successful family business. (not, What is the key to a successful family business? It’s customer relations)