Title: Want to Hook Your Readers? Apply These 10 Principles to Create Captivating News Stories - Copyblogger
Headings: 

Content: The first few sentences need to include “who, what, where, when, why, and how.” Remember most people will not read more than 250 words before they start to skim. You should try to give them all the information they need as quickly as possible. Use the active tense. It is faster and uses fewer words. For example, “Argentina was beaten by Germany in last night’s World Cup final …” takes longer to read than “Germany beat Argentina …”
Communicate what’s new or different. Why would the reader care about what you have to say? Why is it relevant to them? Is there a trend happening in pop culture or the world that you can incorporate? What are people talking about right now, and how does this tie in with what you do?