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Great Leads: The Six Easiest Ways To Start Any Sales Message
Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead. Every marketer worth the name can tell you how important the headline is. But far too many of those same marketers ignore the critical importance of the lead.
In Great The Six Easiest Ways to Start Any Sales Message marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple “How To” book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.
Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.
This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.
In Great The Six Easiest Ways to Start Any Sales Message marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple “How To” book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.
Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.
This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.
206 pages, Hardcover
First published January 1, 2011
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Displaying 1 - 30 of 59 reviews
May 1, 2015
Outstanding! A MUST read for any copywriter...
March 23, 2013
I don't think I can say enough about this book. It is terrific. Clear, concise, informative, logical, fun, well developed, and just plain helpful. I improved both my headlines and lead copy as soon as I read it.
I wish I had read this ages ago. It took away so much angst and reduced the time I spend trying to catch attention for my sales. Love this!
I wish I had read this ages ago. It took away so much angst and reduced the time I spend trying to catch attention for my sales. Love this!
April 18, 2012
One of the best marketing books ever!
August 9, 2015
An invaluable book for writing ad copy. This will be a go to reference guide for many years to come.
July 22, 2020
A must read for anyone interested in copywriting.
It teaches the 6 best leads, each for a different situation. It also explains why you should focus on one bid idea/benefit. No need to have several benefits in the copy.
It's also an extremely short read.
It teaches the 6 best leads, each for a different situation. It also explains why you should focus on one bid idea/benefit. No need to have several benefits in the copy.
It's also an extremely short read.
February 26, 2018
"A headline and a compelling opening sentence are 80% of the sale" is what David Garfinkel said in "Breakthrough Copywriting".
This book is a great start for getting that piece of the puzzle right.
He presents 6 Different types of leads (Offer, Promise, Pain/Solution, Mystery, Proclamation, Story) with great examples. I've been using this as my bible to practice writing headlines and offers and I would recommend it to any budding copywriter looking to do the same.
This book is a great start for getting that piece of the puzzle right.
He presents 6 Different types of leads (Offer, Promise, Pain/Solution, Mystery, Proclamation, Story) with great examples. I've been using this as my bible to practice writing headlines and offers and I would recommend it to any budding copywriter looking to do the same.
September 18, 2019
Have you asked yourself how to sell stuffs? This book isn’t the comprehensive book about how to make great sale, in fact it’s about how to do a great copywriting but I do think this book tells the core and essentials of sales. It talks about what mental model to rely on and all practical guides based on the model. I really loved reading it. This my first time reading it and for sure I will come back to this several times.
June 23, 2019
This books is invaluable for anyone writing advertising copy or sales letters. The book covers cold, warm and hot audiences with several options with the best way to appeal to each type of audience. I learned that headlines and the lead (first few sentences after the headline) make up for about 80% of the effectiveness of a promotion.
July 1, 2018
Great book that shows details on what makes good copy and more importantly what makes good headlines/leads. Will definitely be picking up and going over the next month. Lots of info and has great examples from the real world.
April 14, 2021
Good core copywriting principles.
May 26, 2019
Era o que eu precisava para iniciar minhas Copys
E não só para começar a menságem de vendas mas pensando pra quem a mensagem vai se relacionar melhor com ela, de forma que garanta melhor a venda
De forma direta ou mais indireta? combinando qual com qual?
É o que você aprende com o Great Leads
Nesse livro pessoas sérias em marketing vão encontrar o que escrever no inicio da copy (a lead) o que vai definir campo para gerar a ação do prospecto ou cliente com mais previsibilidade
Não tenho como recomendar mais, hoje é leitura obrigatória para todo copywriter, e para dono de negócio uma base para iniciar uma mensagem de vendas e vender mais com uma mensagem de que é relevante para certo tipo de leitor, seja ele um contato quente, morno ou frio.
Para complementar as informações e material dessa obra eu recomendo entrar em mais detalhes sobre o que dizer sobre o seu produto a partir do meio e fim que é muito importante também
Realmente tudo tem um começo, é dito no livro como A PARTE MAIS IMPORTANTE DA COPY e é isso que o Great Leads vai ensinar como começar a mensagem de vendas da forma mais relevante para o leitor
mas na minha opinião como copywriter que não acredita em dar razão a um elemento que vai definir o sucesso da promoção eu peço para que você pesquise melhor sobre outras ferramentas que fazem parte de uma Promo bem sucedida como:
- Usar o poder das transições para dizer sobre a oferta
- Definição e comunicação de caracteristicas e beneficios do produto
- Definir uma oferta irresistivel com Premiuns e bônus para gerar valor na cabeça do leitor
- Os princípios e estruturas de usar persuasão e tendencias cognitivas (hoje chamados gatilhos mentais)
- maneiras de levar até o fechamento e motivar a pessoa comprar AGORA! para não perder
- saber como ter uma copy na pagina de vendas de forma completa
Cara, esse Great Leads é um livro pra ler e reler e principalmente USAR para chegar com a mensagem certa para a pessoa certa que vai comprar de você.
Se quer iniciar copy da forma certa agora você já sabe qual o recurso que vai recorrer
Até mais!
No destino para Copy de sucesso! É assim que a gente faz
P.S: A LEITURA DESSE LIVRO É MUITO RÁPIDA, me impressionei por quanto valor é passado em um tempo tão curto
E não só para começar a menságem de vendas mas pensando pra quem a mensagem vai se relacionar melhor com ela, de forma que garanta melhor a venda
De forma direta ou mais indireta? combinando qual com qual?
É o que você aprende com o Great Leads
Nesse livro pessoas sérias em marketing vão encontrar o que escrever no inicio da copy (a lead) o que vai definir campo para gerar a ação do prospecto ou cliente com mais previsibilidade
Não tenho como recomendar mais, hoje é leitura obrigatória para todo copywriter, e para dono de negócio uma base para iniciar uma mensagem de vendas e vender mais com uma mensagem de que é relevante para certo tipo de leitor, seja ele um contato quente, morno ou frio.
Para complementar as informações e material dessa obra eu recomendo entrar em mais detalhes sobre o que dizer sobre o seu produto a partir do meio e fim que é muito importante também
Realmente tudo tem um começo, é dito no livro como A PARTE MAIS IMPORTANTE DA COPY e é isso que o Great Leads vai ensinar como começar a mensagem de vendas da forma mais relevante para o leitor
mas na minha opinião como copywriter que não acredita em dar razão a um elemento que vai definir o sucesso da promoção eu peço para que você pesquise melhor sobre outras ferramentas que fazem parte de uma Promo bem sucedida como:
- Usar o poder das transições para dizer sobre a oferta
- Definição e comunicação de caracteristicas e beneficios do produto
- Definir uma oferta irresistivel com Premiuns e bônus para gerar valor na cabeça do leitor
- Os princípios e estruturas de usar persuasão e tendencias cognitivas (hoje chamados gatilhos mentais)
- maneiras de levar até o fechamento e motivar a pessoa comprar AGORA! para não perder
- saber como ter uma copy na pagina de vendas de forma completa
Cara, esse Great Leads é um livro pra ler e reler e principalmente USAR para chegar com a mensagem certa para a pessoa certa que vai comprar de você.
Se quer iniciar copy da forma certa agora você já sabe qual o recurso que vai recorrer
Até mais!
No destino para Copy de sucesso! É assim que a gente faz
P.S: A LEITURA DESSE LIVRO É MUITO RÁPIDA, me impressionei por quanto valor é passado em um tempo tão curto
October 22, 2021
If you've read the most well-known books on copywriting (hint: anything Gary Halbert used to suggest in his newsletters) Great Leads is the one you should read next. Really drills down on the prospect's psychology and how to match it using the various leads.
If anything, this book should reinforce the need to building your own audience. When you have an audience that knows, likes, and trusts you, you don't need to worry about most of the things mentioned in the book and life becomes easier. I've been writing my own sales letters for almost 5 years now, selling stuff to my own email list and I don't need half of the leads mentioned in the book.
If anything, this book should reinforce the need to building your own audience. When you have an audience that knows, likes, and trusts you, you don't need to worry about most of the things mentioned in the book and life becomes easier. I've been writing my own sales letters for almost 5 years now, selling stuff to my own email list and I don't need half of the leads mentioned in the book.
March 5, 2024
Immaculately organised book on the start of copy pieces.
Headline and lead, first few 100 words, are 80% of the piece.
Begin by asking what your customer already knows. Find that out by locating the customer in the value journey somewhere from product(bought before)/desire/awareness/problem/unaware.
This determines which of the six kinds of leads you use. Awareness changes the conversation.
Offer lead - direct deal
Promise lead - big promise
Problem-solution lead.
Big secret lead.
Proclamation lead. Jarring.
Story lead.
The chapter “how to make this system work for you” merits careful study when actually writing a lead for real.
Headline and lead, first few 100 words, are 80% of the piece.
Begin by asking what your customer already knows. Find that out by locating the customer in the value journey somewhere from product(bought before)/desire/awareness/problem/unaware.
This determines which of the six kinds of leads you use. Awareness changes the conversation.
Offer lead - direct deal
Promise lead - big promise
Problem-solution lead.
Big secret lead.
Proclamation lead. Jarring.
Story lead.
The chapter “how to make this system work for you” merits careful study when actually writing a lead for real.
August 7, 2018
El mejor libro para aprender a vender en internet,periodico o cualquier tipo de redaccion
El mejor libro de leads, cartas de ventas y titulares qie puedas encoktrar si estas empezando en el mundo de internet y quieres aprender a vender este es tu libro, olvidate de los tecnicismos sobre metodos de pago redes sociales, si lo que quieres es vender este es tu libro para empezar, despues sigue con otros libros mas pero este es el inicio el mejor inicio la verdad muy recomendable
El mejor libro de leads, cartas de ventas y titulares qie puedas encoktrar si estas empezando en el mundo de internet y quieres aprender a vender este es tu libro, olvidate de los tecnicismos sobre metodos de pago redes sociales, si lo que quieres es vender este es tu libro para empezar, despues sigue con otros libros mas pero este es el inicio el mejor inicio la verdad muy recomendable
April 22, 2020
One Of The Best Books I've Read About Copy Writing
I read a lot of books about copy writing. They all talk about head lines action words etc. This book is they only one that I've read that goes beyond head lines and action words. Without the right lead your ad is going no where. Mr. Masterson and Mr. Forde show you how to chose the right lead and how to use it. No copy writer should be with out this book in their library.
I read a lot of books about copy writing. They all talk about head lines action words etc. This book is they only one that I've read that goes beyond head lines and action words. Without the right lead your ad is going no where. Mr. Masterson and Mr. Forde show you how to chose the right lead and how to use it. No copy writer should be with out this book in their library.
March 17, 2019
Good book on advertising leads and covers some good points but very erratic writing. Focused on and covers a few good points. However, it was a little bit too energetic and hypey, which made it hard to read properly. There was also a lot of hype and a slight lack of clearly new material as it built on breakthrough advertising (a must read copywriting book).
March 3, 2020
Your dad passed on Amazon... This is how you could catch the next big crypto wave.
I’ve never sat down and thought about the lead of a advertisement or story. What a journey this book is!
I heard a interview once with Perry Belcher and he said read anything by Mike Masterson. Thanks Perry, you were spot on!
I’ve never sat down and thought about the lead of a advertisement or story. What a journey this book is!
I heard a interview once with Perry Belcher and he said read anything by Mike Masterson. Thanks Perry, you were spot on!
February 19, 2020
Solid read on advertising copy
I was recommended this book by my copywriting group. Wow, it didn’t disappoint. Read this, and then read it again. Keep reading until you fully understand each lead type.
I was recommended this book by my copywriting group. Wow, it didn’t disappoint. Read this, and then read it again. Keep reading until you fully understand each lead type.
December 16, 2020
This is an essential read for anyone interested in marketing. For me as an author this book gave me invaluable information on how to write a lead that will interest people in my books. I would highly recommend this to authors and anyone selling online.
Now to put it all into practice...
Now to put it all into practice...
May 13, 2021
Fantastic
This book was recommended to me by a very good copy writer colleague of mine and I am glad I have read it. Clearly lays out the lead types and how to attack them. Love it!! I’ll be reading more of your books!
This book was recommended to me by a very good copy writer colleague of mine and I am glad I have read it. Clearly lays out the lead types and how to attack them. Love it!! I’ll be reading more of your books!
May 3, 2022
The Secrets To Writing Great Copy
Wow, I am amazed how much the author gives out for free to its readers. Truly grateful for the wisdom constructed on each chapter of the book. Whether a seasoned copywriter or novice this book will be life changing.
Wow, I am amazed how much the author gives out for free to its readers. Truly grateful for the wisdom constructed on each chapter of the book. Whether a seasoned copywriter or novice this book will be life changing.
August 21, 2017
Love it. Fits perfectly into the 80/20 way of doing things.
May 4, 2019
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September 16, 2019
Fantastic and to the point
Great book on copywriting that is inspiring me to stop reading and start writing! Love it, absolutely a five stars book
Great book on copywriting that is inspiring me to stop reading and start writing! Love it, absolutely a five stars book
October 31, 2019
Great read
Easy read and very clear directions. Highly recommended for people that want to understand how to write copy and apply its principals effectively.
Easy read and very clear directions. Highly recommended for people that want to understand how to write copy and apply its principals effectively.
April 6, 2020
Absolutely essential for marketers and sales people.
Quick read, and easy to summarize to create a guide for yourself or your team.
Quick read, and easy to summarize to create a guide for yourself or your team.
April 19, 2020
Must have book for every copywriter
Read it. Read it again and again. Keep it next to your desk. Use the concepts in every piece you write.
Read it. Read it again and again. Keep it next to your desk. Use the concepts in every piece you write.
June 7, 2020
I love it!
This book is powerful! I will definitely refer back to this book as I write Copy. I am grateful to Mr. Masterson.
This book is powerful! I will definitely refer back to this book as I write Copy. I am grateful to Mr. Masterson.
November 23, 2020
Mst read if you write direct response copy!
December 11, 2020
A bit tedious to read but I will surely look back on this as a guide to writing better copy
Displaying 1 - 30 of 59 reviews