Quick Tip:
The Right Way to Write a Great Lead

Many AWAI students ask, "What, exactly, is a lead? And how do you write a really good one?"

Here's the quick answer:

The lead is the introduction to your sales letter. It has to grab your reader in the few moments he allows to decide if he's going to keep reading it … or toss it aside.

The lead MUST …

  • make a big, attractive promise (and a second, subtler promise)
  • convey that big promise in the most compelling way.
  • appeal to your prospect's beliefs, feelings, and desires

The lead CAN …

  • share a historical perspective
  • debunk a common belief
  • formulate a prediction
  • ask a provocative question
  • provide facts and figures
  • impart data
  • tell a story
  • state your offer

To get the lead right, review your prospect's core complex and find out what he's worried about RIGHT NOW. The lead doesn't have to be perfect, but it must be appropriate for that particular person.

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Published: December 15, 2003

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