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

beautifully simple piece of copy. It leads with a statement. The statement expresses an idea. The idea suggests a promise:

“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.”

Seasoned marketers might think it’s “What am I selling?” or “Who is my customer?” And, in both cases, they wouldn’t be far off. But, the real question too many marketers never stop to ask is this one: “What does your customer already know?”

the idea has to be strong. Yet, it also has to be easy to understand. And easy to believe. That last part — being easy to believe — is key.

So, the idea has to be strong. Yet, it also has to be easy to understand. And easy to believe. That last part — being easy to believe — is key.

headline with just one, simple idea has two major benefits: It makes the copy stronger It makes writing the rest of the sales letter easier “Finding the core idea,” John added, “of course, is the hard part.

The key with this customer is to show you “feel their pain.” Not just that you know they have a problem, but that you know the frustration, desperation, or even fear and anger it causes. We call this the “point of maximum anxiety.” Once you identify it, you’ll find an open avenue for making an emotional connection.

the people you approach will respond only to one kind of ad — depending on how aware they are of who you are, what you’re selling, and why you’re selling it.

knowing how aware your prospect is will change the conversation. And, it will especially change those first key moments of the conversation, which in advertising we call the headline and the lead.