In issue 17 of my "Proven Sales Letter Breakdown" series, I explained why writing the "Lead" is considered to be one of the hardest parts of a sales letter.
In case you missed it, here's a quick rundown...
A good Lead needs to:
Get people's attention
Make them interested in reading your headline
Make them interested in reading your sub-headline
Make them interested in reading your first sentence
Spike their emotions
Tease the rest of your sales message
Promise something incredible for them
But at the same time support that promise with Proof
AND does the entire thing while crystal-clear copy that "seems" effortless
How To Write A Great Lead
In other words... writing good Leads is H.A.R.D... And it's no wonder why most copywriters struggle with it.
You have to be creative AND super-deliberate about it at the same time - a difficult combination.
Fortunately, we have amazing resources at our disposal like Michael Masterson's Great Leads book...
Which identifies SIX different lead "types" you can use, depending on how "warm" your reader is. I have covered all the various lead types in my previous videos.
Today I have a pretty unique ad breakdown for you, written by a disciple of Eugene Schwartz: Aharon Grundman.
This breakdown is shorter than my regular ones because it only focuses on the Lead...
But it's still a great example of how to get a sales message started in a unique way.
Prefer video instead? Watch Below!
Aharon Grundman’s Masterful Use Of Storytelling
If you have binge watched any Netflix series, you know how incredibly effective great stories are.
They keep you glued to the screen for hours, curious as to what happens next.
We already know that storytelling is crucial in copywriting, if you want to instantly connect with the audience and make a long-lasting impression.
Aharon Grundman harnesses the power of storytelling to involve the readers and develop intrigue and creative visualisation. Let’s look at what makes the lead special.
‘Some rather startling insights on the art of turning Small-Cap and other losses into a 124% profit…
Without Really Trying’
The subheading promises a few ‘startling insights’ on how to turn losses into 124% profit!
Isn’t that awesome? By being specific, Aharon helps build credibility and shows clearly what the promise of his ad is.
Next, he shares glimpses of people in different places in the world as they receive fax messages, implying a major announcement of a market crash.
Open loops, intrigue, and vivid imagery keep the story interesting.
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Aharon Grundman Reveals The Cunning Strategy Of “The Assassins”
“While giant financial houses around the world braced themselves in trepidation, forecasting disastrous losses, a select group of the most unlikely investors around the world turned on their weapon-radar, flipped the safeties off the triggers, and zeroed in on kill… 107% PROFIT IN...TWO HOURS!!”
Let’s look at the clever use of words here.
The most unlikely investors,
zeroed in on the kill,
107% profit in two hours’
Did you notice how creative expression makes a HUGE difference?
Suddenly the story gets exciting as Aharon Grundman introduces a plot twist.
How this group of unlikely investors was able to profit from a market crash…
Then, the strategy is revealed.
The group of investors identified four stocks with immense growth potential that were devalued due to the crash.
They followed a set of instructions regarding each stock and were able to profit tremendously just within two hours.
The story keeps getting more interesting. Then the copywriter shares that the skilled investors were labeled as “The Assassins” by the Wall Street Insiders.
Again, Aharon Grundman establishes credibility by sharing how the investors made history in the worst of times and by comparing it with Wall Street.
Since the promotion is selling a financial newsletter, the target market is skeptical, so the copywriter strategically uses promise and proof to establish instant credibility.
The copy does a great job of ‘show, don’t tell’ and shares the plan of action to demonstrate the plan and execution that led to the success.
Once people believe in you and your product, it's far easier to convert them to loyal customers. Hence, the lead does a great job of building trust and connection with the prospects.
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