Introducing the Lead: Heavy on Credibility and Goodies

You have a killer headline and you’ve crafted headline-worthy subheads galore.

Now you need a “lead” to engage your prospect.

Engage? Didn’t we do that with the headline?

Yes, you had that 3-5 second window to pique your prospect’s interest and now you have it. But if the rest of the copy doesn’t deliver all the promises you’ve made or implied in your headline… well, you know what’s going to happen. He leaves without buying.

Think about the newest drinking establishment in your town, for example. There’s a lot of hype around it, the exterior has been completely renovated with flashy neon signs, drink specials, bands lined up to entertain you, karaoke on Saturdays….

But when you finally go in for the “big reveal,” you are disappointed. It’s nothing new. The only thing inside the “new” tavern is new furniture. Everything else stayed the same. Boring.

The lead is the foundation of your sales letter.

It is the “introduction” to your product or service.

It needs to include and deliver the Big Promise and introduces the Big Idea.

Think of cement being poured into the basement of your new house — it has to be done before the walls are built. The foundation has to be nice and thick, laden with heavy credibility and the promise to keep your house from flooding.

The lead lets your prospect know what’s in store and why he should keep reading the rest of the pages.

The Longer the Better?

How long should the lead be?

There’s no steadfast number. The length depends on a variety of factors.

Some leads are only a few paragraphs, some take pages.

The length might depend on the following:

Are you writing an indirect or direct lead?

Some leads get straight to the point, some keep on going and going and going.

But that’s not always a bad thing.

Remember, you just wrote a slew of subheads to break up the 12 pages of copy. So you’re ok.

WIIFM – What Is In It For Me?

The lead is where you tell the prospect what the benefits of your product or service are.

Because, let’s face it, your prospect is selfish. He just wants what’s good for him. He wants to feel better, look better, be a better person, get great service at an incredible price.

It’s simple.

You find a cue and you deliver with a reward.

For example, the cue in the famous Pepsodent toothpaste ad’s success was that people wanted to get rid of the “film” and have whiter teeth (therefore looking and feeling better) but that wasn’t the reward.

At the time, there were several other toothpastes that promised to “get rid of the film.” But they did not fare as well.

Pepsodent had an extra reward built in. The tingle.

After brushing, your mouth tingled (due to sassafras, a minty flavoring added to Pepsodent) and that is what brushers of all ages came to expect. Not that their teeth were whiter, but that “clean” feeling derived from the sassafras.

Promise Your Prospect the Moon and the Sun

So, how do you promise your prospect the moon and the sun?

The promises you deliver in your lead are simply claims of the benefits and features of your product or service. Well, the features should have already been turned to benefits.

Promises sell the product.

Let’s take a look at a fountain pen.

How can you promise anything about a fountain pen? (Other than it’s a writing instrument?)

How about:

-Ease of writing: glides on paper

-Let’s your wrist rest – no need to press hard

– Ink color can be changed – vary it based on your mood

-The beauty and elegance of the pen shows how you value writing

-Because it’s easier on your hands and wrist, you will write more

Remember- the promises are claims about the benefits your product or service delivers.

Benefits, the Big Promise, and Deeper Benefits

We just went over promises. And now you want to tell me there’s a BIG promise.

And DEEPER benefits?

Seriously, how much bigger and deeper can we dig in to a fountain pen, the latest model of a car, or the newest, most profound male vitamin on the market?

The dominating benefit makes for the Big Promise of your product or service.

What can you promise your prospect as the number one, big promise?

Think about new tires for your car. Not only are they nice looking, but they will keep your family safe.

What about the latest software for your computer? It saves a ton of time therefore making you the most efficient freelancer anywhere.

The latest model BMW or Lexus? Not the gas mileage, that’s for sure, but the prestige of pulling in front of the country club in your brand-new ride.

How about that ever-elusive male vitamin world? No man wants to take a daily, let’s be honest. I’ve tried for 23 years with my son. He hates taking vitamins! But if he sees the big promise of enhanced muscles, and in return, more self-confidence, he’d be all over it.

And what about deeper benefits of the fountain pen? Because it’s easier on your hands and wrist, you will write more. Every writer longs to write more — better, faster, easier.

Deeper benefits are often intangible, emotional benefits your prospect will receive. They are the “read between the lines” benefits.

Here’s an example:

People who own pets love their pets. They’d do anything for their adorable pooch.

They buy diamond studded collars, arrange for pet massages, snuggle with them, and reward them with treats.

How does the dog reward the owner? By licking their face, wagging their tail, and whimpering with delight. Wagging of the tail is a deeper benefit.

Now for the Big Idea of Your Lead

The Big Idea is not the same as the Big Promise.

What?

We just talked about the big promise and now you’re telling me there’s even more to the lead?

Yes, sir.

The big idea feeds your prospect’s intellect.

And because he has heard all of this before, you need to make sure your big idea speaks to him directly. So he can keep nodding his head and saying: “Yes, yes, I agree!”

What constitutes a big idea then?

Here are some examples (and here’s hoping you’ll be nodding your head “yes” as you read):

– Working less and earning more is good great

– Stress can kill you

– Whether the Dow Jones is up or down, someone is making money. A lot of money.

Okay, so now you know that the lead needs to not only contain benefits, promises, and deeper benefits, but also the big idea behind the whole shebang.

When you write the first draft of your lead, you will most likely find your big idea in the second or third paragraph. I sincerely hope you have someone who reads your writing so they can tell you where your lead should start from.

Remember, great copywriters read their writing out loud and/or have someone else read it before publishing or sending it to a client. (At the same time, remember that no one is perfect. We all strive for perfection. Sometimes we fall short. It’s okay. Apologize, remedy, learn, and move on. No dwelling allowed.)

Direct vs. Indirect Lead

A direct lead goes straight for the facts. No dilly-dawdling, no story, no guessing games for your prospect to figure out what you’re offering.

For example:

“Get this gold watch now for only $29.99 with free shipping.”

Direct and to the point.

What are you getting? A gold watch. How much? $29.99. How much for shipping? Free.

The indirect lead takes a little longer.

Usually indirect leads start with a story or a picture, thus creating perceived value. Indirect leads are most often used with intangible goods like informational products or services offered.

There are several ways to form the indirect lead.

Here are just a few:

-Challenge the prospect’s intellect (in a good way, like busting a myth)

-Make a prediction (usually an unforeseen catastrophe; but not to worry, this product/service will save you from disaster!)

-Paint a picture (a serene villa on the slopes of Tuscany)

-Provide facts and figures- (new information you’ve just found out – e.g. in an investment newsletter)

-Share a story (of someone who has benefited from your service or product)

Recap of Lead Writing

-Sprinkle heavy with credibility

-Length is varied

-WIIFM- tell your prospect what they’re getting

-The Big Promise + Deeper benefits

-The Big Idea

-Direct vs. Indirect lead

Three Terrific Tips for Leads:

1. WIIFM? —What’s In It For Me? Tell your prospect what he is getting. This is the #1 way to hook him.

Find the cue and reward your prospect by:

2. Delivering the Big Promise (Turning features into benefits)

3. Offering The Big Idea (To challenge and feed your prospects’ intellect)

* What’s your favorite way to begin a lead?

©Taru Nieminen 2017