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Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead. Every marketer worth the name can tell you how important the headline is. But far too many of those same marketers ignore the critical importance of the lead.
In Great Leads: The Six Easiest Ways to Start Any Sales Message marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple “How To” book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.
Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.
This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.
- Sales Rank: #89216 in eBooks
- Published on: 2011-10-11
- Released on: 2011-10-11
- Format: Kindle eBook
Most helpful customer reviews
24 of 26 people found the following review helpful.
Do Not Read This Book Unless...
By Ralphie Thom
...you're looking for a brilliant... brilliant... brilliant take on a seemingly simple copywriting concept.
The truth is I was skeptical (very skeptical) about buying this book. Mainly because my bookshelf is stacked a mile high with every book ever written on direct response copywriting.
I've read them all.
I've highlighted the key points.
I've re-read them.
I've even purchased several expensive courses from the likes of Clayton Makepeace... Gary Halbert... and Dan Kennedy.
And this book ranks up their as one of my favorites.
Forde and Masterson do a wonderful job of making the complex sound easy, especially when they tackle a subject Eugene Schwartz made popular in his book Breakthrough Advertising.
I guess what it boils down to is this:
If you want an easy to read book on direct response copywriting, that'll give you a FRESH perspective on leads, then pony up a few dollars, and grab this baby NOW!
Wesley Murph
[...]
13 of 13 people found the following review helpful.
Inspired Read
By Davinci
I have read most copywriting books ever written. All of them were good. And each built upon the knowledge gained from the previous books read. This book however, is different. This book actually does reveal secrets of sales copy. Like the the criminal offender gets his real education in crime from others inside prison - this book reveals those tried and tested little secrets the best copywriters use all the time. This book reveals the "ploys" used by canny copywriters to get readers to respond. More to the point, it shows with great clarity, how to really tap into the raw emotions of most prospects. In fact, this book should have been titled: How To Easily and Legally Manipulate Anyone To Willingly Buy Your Product or Service. I'd recommend it to everyone. Ummm... perhaps not. Because then the tactics revealed would lose their strength.
4 of 4 people found the following review helpful.
I wish I read this 5 years ago
By Patrick J. Stiles
I've been writing copy for 4-5 years. I've sold 7 figures online in my own business. Freelanced and started a few other companies.
I've been coached by an a-list copy coach, done dozens of copy logic sessions and paid for copy crits...
... And yet, this is the best book on the subject of copywriting I've ever read.
Maybe not for a pure beginner. For those people I always stear them towards John Carlton's and Dan Kennedy's courses to get their holistic basics.
But this book was some-odd 100+ pages of light bulbs going off.
You ever see a control just dominate? And think I could write something like that for my biz /client?
I have. Swiped and failed.
Now I know why.
I was applying one type of lead for a certain audience to a different situation.
I was going indirect when I should have been direct.
Or I was mixing lead types. Revealing a secret too soon. Etc.
I can now see exactly where, why and how to avoid these things.
Also, what I really loved most about this book was it was short and instructional.
High impact, rubber meets the road type of advice that you'll immediately connect to your copywriting.
You should definitely read this book.
As for me, I'm now going to cybetstalk the authors for everything else they've ever put out, re-read this book and write another sales letter.
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