Quick Tip:
How to Get Your Lead Right
"What, exactly, is a lead?" That's a question that many of our students ask. Here's the simple answer:
A lead is the time the reader allows to decide if he's going to keep reading your sales letter or toss it aside. The lead should make a big, attractive promise and also a second subtler promise.
The lead must be appropriate for the specific prospect your letter is aimed at. To get it right, review the prospect's core complex to figure out what his immediate concerns are.
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Published: February 9, 2004
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