Quick Tip:
How to Write Great Leads

Clients often ask for a lead before you submit complete copy. This allows them to make sure you’re headed in the right direction before you write the entire letter.

The lead is the introduction to your letter. It has to grab your prospect in the few moments that decide whether or not he’s going to keep reading.

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.

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

Click to Rate:

•  
• 1
• 2
• 3
• 4
• 5

Average: 5.0

Published: February 27, 2006

Facebook   Twitter   Pinterest   LinkedIn   Google+   Email a Friend

Related Content:

• Quick Tip: “Do It Right” – the DMA Way
• Quick Tip: When Should You Use a Semicolon?
• Quick Tip: Are Unnecessary Words Weakening Your Copy?
• Quick Tip: Finding Articles on the Web
• More from The Golden Thread

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

Display Name*:
This name will appear next to your comment.

Email Address*:
Your email is required but will not be displayed.

Comment*:
Text only. Your comment may be trimmed if it exceeds 500 characters.

Too hard to read? See a new image | Listen to the letters

Type the word above*:
Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

Submit Comment (*all fields required)