Online Advertisement Leads

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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 is the purpose of your lead?

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.

In fact, when your copy sucks (like it's not selling...), it's usually one of 3 things. Your offer, headline or your lead. That makes it pay off to smooth those first pages out!

This is the place your reader knows what's at stake and why he should keep turning the pages. 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.

Here's 2 things your lead needs to do.

Give your readers your big promise - and intro your big idea.

What is a big promise?

Your Big Promise is a claim about the benefits of your product.

Do you get it?

The big promise tells me what my life will look like AFTER using your product.

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

That way, you tap into that "what's in it for me" mindset of your prospects right away.

Now you're hitting thier dreams, wants and deepest desires... and get them wanting more.

So make sure you've researched your market and know thier "psychological triggers" that REALLY make them buy. That's what you need to craft a big promise.

Look out for part 2 - Your Big Idea.

Cheers,

Million Dollar Mike
World Wide Web
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