A “perex” in journalism is the short introduction to an article, typically 2-5 sentences long. Its main job is to grab the reader’s attention and give a hint about what the article is about. The perex helps the reader decide if they want to read the full article or if it’s a topic that interests them. Traditionally, the term refers to a text that spans across all columns of a newspaper or magazine page. In modern usage, it’s also known as a “lead” under English influence. You can find it otherwise just below the title/main headline. A properly written lead paragraph works on its own, which means that the reader should understand the gist of the article without seeing the headline or the text itself.

Why should a lead paragraph contain no more than 2-5 sentences?

A perox should contain no more than 2-5 sentences to succinctly capture the essence of the article while keeping the reader’s attention and maintaining their interest without overwhelming them with too much information.

The recommended length of 150-300 characters is based on the practice and experience of marketers and copywriters, who have found that shorter introductions increase the chances that the reader will continue reading the article and are more likely to grab attention. This rule is not based on formal regulations or requirements but on the practice and experience of marketing and copywriting experts who have found that short and punchy introductions have Studies show that the perex needs to be concise because readers have limited time and need to quickly understand what the article is going to be about.

That’s because, in a digital environment where readers move quickly between different content, the main thing they need to do is immediately engage with their message.

Users usually consider whether to continue reading an article within the first 3 to 5 seconds. This short period of time is known as the “3 second rule” and determines whether the reader is interested enough in the content to read it all. Therefore, it is crucial that the introduction of the article (especially the perex and the headline) are engaging and interesting enough to hold the attention in this very short time.

In the online world, where it’s common for readers to move quickly between content and to always devote a very limited amount of time to content. This is because they need to quickly evaluate whether it is worth their time to continue to focus on the message and read it further (whether it makes sense to spend more time on it) as they filter the information (thus saving their precious time as we are overwhelmed with information in this modern age). If the reader is not intrigued by the perex within a few seconds, they are likely to close the article and walk away.

The perox serves as a sort of introductory taster, offering key information but not revealing everything.

That’s why, by the way, tabloid media write shocking and sensational (and often untrue) headlines, where the real truth can only be read after the headline clicks (they get traffic and there’s some chance they’ll go on to read other articles that catch your attention).

How to write a good perex?

Do you want to know how to write a good perex that won’t make the reader skip your text? Let’s break it down in more detail what such a good perex should contain.

• Perex must captivate – as with the headline, the perex must not bore the reader and must make him want to read more. Because often an uninteresting perex is the reason why the reader doesn’t click on the article and read on. The style should be lively and tailored to the target audience, and above all, the perex must immediately draw the reader into the story. A well-written perex will keep the attention and trigger the need to read on. After reading the pericope, the reader should have the impression that he or she is yet to learn the essentials.
• The perex must be concise and clear – despite its brevity, the perex must convey the key ideas of the article. Each word should be carefully chosen to add value (which is why it is often quite short, about 2-5 sentences, with a recommended length of 150-300 characters).
• The pericope should contain relevant information – the pericope should contain key information about the article (it should not be false or unnecessarily tabloid). It will give the reader an immediate idea of the content and help them decide whether they are interested. Relevance ensures that the perex provides a clear overview and does not waste the reader’s time with unnecessary details. Similarly, a perex should not promise something that is not then found in the article. The perex should be clear in its meaning and intent, thereby informing the reader of what to expect, but at the same time not overwhelming them. It is a brief extract of the main idea of the article that does not force the reader into long thought but draws their attention to the main message.
• The pericope should be truthful – so the reader should not be promised something in the pericope and find out the opposite in the article. This is typical of tabloid media. You are lured by the headline, then you click through to read more extensive info, and only underneath the perex are things set straight.
• The inverted pyramid of writing a perex – the inverted pyramid style is a key technique in writing lead paragraphs, especially in journalism. It structures information so that the most important details come first, followed by supporting or background information. The primary goal of this method is to immediately provide readers with the crucial facts or conclusions, allowing them to quickly grasp the main points. This format works particularly well in digital media where attention spans are short, making it essential to capture the audience’s interest right away with the most newsworthy elements.By placing essential information at the top, the inverted pyramid ensures that readers who only skim the article still come away with the key takeaways. This approach also benefits search engines, as lead paragraphs often determine rankings in search results, boosting the visibility of the content. Additionally, in case an article needs to be shortened for space, editors can easily cut the less critical details from the bottom without losing core information. This style is widely used for its efficiency and effectiveness in communicating in both traditional and modern media.
• The pericope should be written in engaging language – the language must be interesting, lively, adapted to the reader’s pique and his interest, and make him continue reading. Stereotypical or overly formal expressions should be avoided and instead dynamic wording should be used to evoke emotion or interest. For example, instead of the boring and formal “In this article, you will learn more about how to maintain your garden properly, ” try a more lively formulation: “Have you ever wondered how to turn your garden into a flower paradise? We’ll give you tips on how to do it!” Dynamic terms like “transform,” “flower paradise,” or the question at the beginning actively engage the reader. Avoid empty phrases and clichés that don’t engage the reader, such as “A garden is an important part of any home.”
• Perex should be free of spelling or grammatical errors – error-free is key to creating a professional and credible perex. Grammatical errors or typos can completely invalidate an otherwise well-written text and discourage the reader. To identify potential errors, it is important to check the text carefully, preferably several times, or use tools such as Microsoft Word (which automatically underlines grammatical errors and typos when your language is set up correctly and can activate advanced grammar and style checking) or Google Docs (which offers a similar function to Word, with real-time checking). One other method to spot typos if you don’t have these tools is to read the text backward, which helps you focus on individual words instead of the content as a whole. Other useful methods include using grammar checks and possibly having another person read the text, which may reveal errors you missed.
• A well-written perex should function as a self-contained unit – that is, even if the reader doesn’t see the headline or the main body of the article, they should get the basic idea and gist of the content from the perex. Such a perex summarizes key information and sets expectations without giving away all the details of the article. The independence of the perex ensures that even if it is presented separately to the reader, for example in search engines or social media, it still fulfils its role as an enticing and informative introduction to the article.
• The perox should contain the right keywords – keywords are essential for online articles in particular, as search engine optimization (SEO) increases the chances of the article finding a relevant audience. Perex with properly chosen keywords ensures that search engines index content better, which can lead to increased traffic and finding a relevant audience. The appropriate keyword should be placed naturally in the text, without excessive repetition, to avoid being penalized by search engines.
• Perex should persuade the reader and contain sales arguments – if the article has a sales objective, the perex should contain strong sales arguments that show why the reader should try the product or service. A well-articulated sales argument helps increase conversions and get the reader to buy/try the service or product offered (at the very least, they will continue to think about it for a long time become more interested in the product, and probably finish reading the whole article). When the reader clearly understands in the perex what problem your product can solve or what benefits it brings, they are more likely to become a customer.

Perex/lead paragraphs in PR articles

Perex in PR articles plays a crucial role as it often determines whether the reader reads the whole article. Therefore, it should be clear, concise and at the same time contain a key selling proposition (USP – unique selling proposition). This is the main reason why the reader should pay attention to your product or service. For PR articles, it is important that the pericope immediately reaches the reader and communicates the key benefits, even if they do not read the whole article.

The size of the perex depends on the medium where the PR article is published, but it is always crucial to its effectiveness. If the reader only reads the perex, they should still understand what product you offer, what makes it unique, and what its key benefits are. Companies often work with advertising agencies to ensure their PR articles meet marketing objectives and get into the right media.

A few tips for writing the perex for PR articles:

• Highlighting the lead paragraph – perex should be set off with bold type or other formatting to make it stand out visually.
• Clear style of writing – use short, punchy sentences that quickly convey the main idea of the article.
• The 3-second rule – you have roughly 3-5 seconds to engage the reader, so the perox must be compelling and concise.
• Formatting – the font size and type of the peroxide should be legible and match the style of the article.
• Use the inverted pyramid of writing a lead paragraph – the recommended structure of an article, where the most important and interesting information is listed first, is applied to the perex. The more interesting the first sentences are, the higher the chances that the reader will continue reading.