Killer Copywriting – Part 1- The Magic of Your Lead
Why is the first paragraph of copy so critical?
Because if you start out soft… or bore your reader… it’s game over. No sale. But get them reading and you stand a fighting chance.
What should it do?
1.Follow through on an appeal or promise from the headline 2.Read easily. Use short words and sentences to entice the reader 3.Ask a provocative question that arouses enough curiosity so they look for the answer. 4.Carry out the promise and show the reward for reading the ad. (Your products major advantages.)
Funny thing, when I do paid critiques, I usually have the writer get rid of a few pages. (They try to get to the point… just takes too darn long!)
Actually, at this point you’re only on the A of AIDA (Attention, Interest, Desire, Action). Your lead keeps that attention while moving the reader 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.
So get these 2 objectives met in your lead.
Give your readers your big promise – and intro your big idea.
What is your big promise?
Basically, it’s a claim about what your product will do FOR me.
Got it?
Your big promise is about what’s in it for me.
As Emeril says… it kicks up your prospects desire a notch.
By tapping into your prospects psyche, you’ll connect with what they want… and they will read because of that connection.
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,
Mike Morgan
Filed under: Copywriting