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.

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Published: February 27, 2006

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