The difference is subtle. It’s not that the first lead is bad or wrong;
rather, it is better to start with benefits.
There are three approaches to writing a lead that work well in business
communications:
1. Start with a time-sensitive word or phrase.
2. Allude to a shared interest.
3. Pose a question.
No matter which lead style you use, it’s important that you think about
the beginning of your communications.