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by: "MillionDollarMike"Morgan
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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 should it do?

1.Ask a provocative question that arouses enough curiosity so they read like a madman for the answer 2.Read smoothly. Use short words and sentences to entice the reader 3.Follow through on an angle or promise from the headline . 4.Carry out the promise and show the ultimate reward for reading the ad.

Most new copywriters can't get to the point. When they send it to me and ask for a critique, I usually have them dump a page or two from their lead.

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.

When your copy isn't pulling like it should, 80% of the time, it's your headline, offer, lead or a combination... so tweaking your lead ususally pays dividends.

This is where your prospect knows what's at stake and why he (or she) should keep reading 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... just as long as you're not boring your reader.

Here's 2 things your lead needs to do.

Deliver your Big Promise and introduce your big idea.

What is a big promise?

Basically, it's a claim about what your product will do FOR me.

Do you get it?

The big promise is all about benefits.

It encapsulates all of the smaller promises and kicks them up 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.

What do they want, what do they crave, what gets them excited and makes them scream for more?

After you know your prospect (through research) you'll have what it takes to create your big promise.

The Big Idea deserves more attention, so I'll devote my next article on it.

My very best,

Million Dollar Mike Morgan

About the Author

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