Great Leads: The Six Easiest Ways to Start Any Sales Message

wants to buy, but he doesn’t want to be sold.

All of these headlines are also questions but with the added twist and intrigue of a term your prospect hasn’t heard before.

Promise Leads work best with “mostly aware” prospects who are almost ready to buy.

“Advertising works best,” says Drayton Bird again, “if you promise people something they want, not — as many imagine — if you are clever, original, or shocking.”

you have any hope of getting your reader by the lapels and making him listen to your message, you first have to give him a reason why. And, that reason is bound up in a promise he cannot resist.

Every promise must target your prospect’s core desire. That is, they have to already want what you’re promising.

The reasons for this are almost directly tied to the Promise Lead’s unique success in the past. In short, more and more prospects today have become “hyper-aware.” That is, they’ve been hit so often with so many similar promises from a flood of so many similar products — thanks to the Internet and other always-on sources of advertising — that prospe

To find the real reason why customers buy was to find the emotional core of the promise your ad needed to make. Said Kennedy in a book by the same title, “To strike the responsive chord with the reader ... is to multiply the selling power of every reason-why given.”

“What marketers sell is hope.” — Seth Godin