Great Leads: The Six Easiest Ways to Start Any Sales Message is a book written by Michael Masterson and John Forde. The book is a guide to creating effective sales messages that grab the attention of potential customers and persuade them to take action. The authors provide six different types of leads that can be used to start a sales message, along with examples and tips for using each one effectively.
Key Ideas:
– The first sentence of a sales message is crucial in grabbing the reader’s attention and persuading them to keep reading.
– There are six different types of leads that can be used to start a sales message: the promise, the question, the testimonial, the how-to, the news, and the story.
– Each type of lead has its own strengths and weaknesses, and should be chosen based on the specific product or service being sold and the target audience.
– The promise lead makes a bold claim about the benefits of the product or service.
– The question lead asks a thought-provoking question that the reader will want to know the answer to.
– The testimonial lead uses a quote or story from a satisfied customer to build credibility and trust.
– The how-to lead offers practical advice or tips that the reader can use immediately.
– The news lead uses a recent event or trend to create a sense of urgency and relevance.
– The story lead tells a compelling narrative that draws the reader in and makes them emotionally invested in the product or service.
– In addition to choosing the right type of lead, it’s important to use language that is clear, concise, and persuasive.
– The authors provide numerous examples of effective sales messages that use each type of lead, along with tips for crafting your own.
Deeper Explanations:
– The promise lead is effective because it makes a bold claim that captures the reader’s attention and creates a sense of excitement and possibility. However, it’s important to make sure that the promise is realistic and can be backed up with evidence.
– The question lead is effective because it taps into the reader’s curiosity and desire for knowledge. However, it’s important to make sure that the question is relevant to the product or service being sold and is not too obscure or confusing.
– The testimonial lead is effective because it builds credibility and trust by showing that other people have had positive experiences with the product or service. However, it’s important to choose testimonials that are relevant and believable, and to avoid using overly generic or vague quotes
