Killer Copywriting - Part 1- The Magic of Your Lead

When it comes to opening up your salesletter for an online promotion... your lead is vital.

Well, it determines whether your prospect will buy... or not. Hold their interest and attention... they'll keep reading. And the more they read, the better chance you have to actually sell them.

What is the purpose of your lead?

1.Ask a thought provoking question that arouses enough curiosity so they read like a madman for the answer 2.Read smooth. Use short words and sentences to entice your reader (5th grade level works fine). 3.Follow through on an angle or promise from the headline . 4.Carry out the promise and show the ultimate reward for reading your salesletter.

When people pay me to do a copy critique, I usually see the writer TRY to get to the point... but they don't. So I have them actually take out a few pages of meandering, pointless copy!

Remember, at this point you're still in the A of AIDA (Attention, Interest, Desire, Action). But your lead keeps their attention while bridging to interest.

In fact, when your copy sucks (like it's not selling...), it's usually one of 3 things. Your offer, headline or your lead. That makes it pay off to smooth those first pages out!

This is where your reader knows what's at stake and why he (or she) should keep scrolling down your salesletter. There is no set rule for how long your lead should be, it could be a page, it could be 3. Some move into the big idea right away, some ease into it. It's up to you.

Here's 2 things your lead needs to do.

Deliver your Big Promise and introduce your big idea.

What the heck is your big promise?

Your Big Promise is a claim about the benefits of your product.

Got it?

Your big promise is about what's in it for me.

As Emeril says... it kicks up your prospects desire a notch.

That way people have a really solid sense of what's in it for them to read your salesletter. It taps into the deep psychological wants of your market.

Now you're hitting thier dreams, wants and deepest desires... and get them wanting more.

So make sure you've researched your market and know thier "psychological triggers" that REALLY make them buy. That's what you need to craft a big promise.

In my next article, I'll devote it all to your big idea.

My very best,

Million Dollar Mike Morgan

About the Author

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