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6 Types of Leads Summary Michael Masterson PDF
6 Types of Leads Summary Michael Masterson PDF
The Offer Lead:
This is a direct appeal that goes straight to deal. Offer Leads almost always mention the
product, the price, discounts, premiums, guarantees, and other related “deal” elements very
early in the lead, if not in the headline. An “Invitation” type of lead that opens by asking a
prospect to become a member or try a product is a more subtle variation on the classic Offer
Lead.
The Promise Lead:
This might be the most common type of lead that you’ll see. It’s only slightly less direct than the
Offer Lead, in that the product usually isn’t mentioned as early. But, it still opens with your
product’s best and biggest claim. In a classic “Promise” ad, the big promise is your headline,
your first line, and often your last line, too.
The ProblemSolution Lead:
This is the classic “hot button” approach, where you delay any talk of the product at first and
instead lead off by identifying your prospect’s biggest, most emotionallycharged, and relevant
issue. Promises related to the product immediately follow.
The Big Secret Lead:
The “tease” of hardtocomeby knowledge, formula, or ‘system’ leads the promo. The secret
can either be a solution or hidden problem or, as in many financial promos, a ‘system’ for getting
consistently good results. Usually, you get the best mileage when ordering the product reveals
the secret.
The Proclamation Lead:
Decidedly indirect, a Proclamation Lead seeks to jar the “unaware” reader out of his seat.
Maybe with a factoid that’s just incredible, maybe with a shocking future forecast or prediction,
or maybe with a bold statement. The goal is to disarm the prospect for just long enough to work
your way back to the product and your pitch.
The Story Lead:
This may be not only the most indirect way to open a sales letter, but also one of the most
consistently powerful. Everyone loves a story. What’s more, stories can engage readers who
don’t know you or the product well or who might flinch at a more direct, unbelievable claim.
Testimonials, guru bios, historical proof, or track record — all yield Story Leads. Just make sure
to tell the story quickly and keep it in context of the bigger promise/core idea of the promotion.