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Lead-ins (a.k.a. "kickers") are used to catch the reader's attention and "lead in" to the main caption. These phrases widely range from common phrases to song lyrics, and are written appropriate to the subject matter of the photograph. This is separate to lead in which makes reference to getting new business into a sales team, typically.
Examples of lead-ins include the following:
- (On a picture of a farmer putting down pinestraw) Piling it on...
- (On a picture of a guidance counselor taking attendance folders) Makin' the rounds...
Editors and caption writers tend to avoid using clichés and obvious lead-ins (e.g., "Two heads better than one," "Whistle while you work," etc.); and also prefer varying lead-ins throughout the publication.