In the last issue 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 do the entire thing with crystal-clear copy that "seems" effortless
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...
This identifies SIX different lead "types" you can use, depending on how "warm" your reader is.
Last week, I showed you how the most direct of these lead types, the Offer Lead works.
And today, we're diving DEEP into Promise Leads, through not 1, but 2 amazing examples from copywriting legends Gary Bencivenga & Victor Schwab.
Prefer video instead? Watch Below!
“Get Rich Slowly” By Gary Bencivenga
“Are you millionaire material? Take this simple quiz and see (page 12)”
The prehead draws in the audience immediately - I will check the quiz and get back to you.
Now you see why that is so effective.
Then there is this twist: “Get rich slowly”.
Immediately, this gets you wondering… what the heck is that?
Then Gary builds the argument in a powerful way by attacking quick rich schemes and offering a viable solution.
“The surest, simplest solution to get rich gradually, day by day, and never by risking everything you have worked for”
We all know that great things take time and have been put off by fraudulent schemes everywhere. So, by handling this critical objection, Gary builds credibility and rapport.
He also promises it won’t be super risky like many investment schemes. That it works for sure, is very simple and doable. Great!
Remember: the audience must trust you first before they believe your solutions. Gary’s arguments make everything sound effortless AND trustworthy.
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Then he offers a sneak peek as to what’s inside the ad.
The safe plan for anyone who desires a net worth of $1m. The promise is backed by proof of people who tried and were successful.
Happy clients promote the business on your behalf as people check reviews from past clients before they make a purchase decision.
Hence statements like ‘money grown 5 times’ and ‘net worth doubled in one year’ set expectations for the “Successful Investing and Money Management” guide.
The subsequent section is even more exciting.
There is a message from the president, “Can you really become a millionaire?”
Another huge objection. We see people around us making fortunes but false beliefs and imposter syndrome mean we don’t believe we can be rich too.
This is also a great concept from “Rich Dad, Poor Dad”.
Those who are born into poor families are conditioned to be poor by their families. They believe they will struggle just like their fathers.
By following the footsteps of their fathers and forefathers, people “ensure” nothing changes for them.
How To Win Friends And Influence People
Next we have another brilliant lead from the famous ad “How to win friends and Influence people”.
Most people know or have read this great book by Dale Carnegie. Let’s see what makes this lead special.
The ad begins with a quote from Rockefeller senior, which states that the ability to deal with people is an extremely valuable trait. It is worth more than anything you see today.
However, there are no trainings or courses that teach these essential skills.
The lead dives into the story behind the book. A survey conducted across Chicago University and United Y.M.C.A schools reveals the top priority of people:
The ability to deal with people and influence them.
Victor Schwab establishes demand by sharing about this research which cost $25,000.
Then, he shares that no book exists to date about this critical life skill.
In a simple, but highly effective, manner, Victor Schwab finds a way to hook you into the problem.
You are now certain that you NEED to learn more about this skill.
And, since there aren’t any other resources available, your only option is the “How To Win Friends And Influence People” book.
Absolutely brilliant in its simplicity.
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