Great Leads: The Six Easiest Ways to Start Any Sales Message by Michael Masterson & John Forde

When I first made the commitment to improve my copywriting skills, I was bombarded with ALL the copywriting books I needed to buy. Believe me. There are tons of them. Some I’ve already reviewed here. And my list is still exhaustive to review and read new ones.

This book stood out from the crowd because it’s not your everyday copywriting book. It’s specifically geared towards how to start off your sales messaging and much more. It has so many examples and strategies of concepts that were talked about years ago when Direct Response Marketing started to take off back in the 1960s up to now.

(Direct Response Marketing is when you elicit an immediate response from your dream clients/customers by asking them to give their email, call a phone number, go to a web page, or make a purchase. It’s measurable and trackable and helps marketers adjust their strategies to help them achieve their goals.)

I’m always looking for resources to help me be a better writer, attract my dream clients, increase the ROI of my business, and more.

I love that this book gives you some terrific real-world examples when explaining their six principles. Most of them are vintage from newspapers and magazines.

Plus, he introduces some concepts that are in other books that are very impactful, and he shows you how to use them with examples.

One author is Eugene Schwartz, and his book – Breakthrough Advertising. It’s a pretty dense, yet eye-opening book focusing on customer awareness as the foundation of successful copywriting.

This sets Masterson and Forde’s book apart from other copywriting books. It’s a must-read if you want to improve your copy and want a template that will help you with lots of real-world examples.

A Book Summary to Inspire You To Read It!

Quick Summary: If you’re struggling to write compelling sales copy to capture your dream clients/customers’ attention, build a connection and make a sale. Then this book will totally knock your socks off. It’s a comprehensive guide to sales messaging/copy. Regardless of your experience, it will give you simple, actionable steps and techniques to attract your dream clients/customers.

Who Ought to Read this Book & Why: If you’re interested in upping your copywriting and sales game, then this is a must-read for any entrepreneur, business owner, and anyone who wants to write better persuasive copy that actually connects to your dream clients/customers. The authors give you practical tools, tips, and techniques to help you create better copy that will attract your dream clients/customers.

Things You Will Discover:

These six proven ways to start a sales message will help you grab your reader’s attention and keep them engaged throughout the rest of your message. It will help you become a more effective copywriter. These techniques will help you to connect with your audience on a deeper level and inspire them to take action. Below are the core techniques.

By implementing them, you can create messages that resonate with your audience and drive results for your business. And I’d highly recommend getting the book because it gives you a lot of terrific real-world examples of each.

Overall, “Great Leads” gives you valuable insights and practical advice that can help you become a more effective and persuasive copywriter. By implementing these strategies, you can create messages that resonate with your audience and drive results for your business.

The Big Idea: Create a simple, concise way to convey your message. Your audience doesn’t have time for long-winded explanations or complicated jargon. By boiling down your message to its core, you’re more likely to capture their attention and get your point across.
The Power of Curiosity: One of the easiest and most effective ways to grab your dream client/customer’s attention is by piquing their curiosity. It’s simple – ask a question they must know the answer to. By doing this, you’re not only getting their attention but also engaging them in a way that makes them invested in what you have to say.
The classic “storytelling” technique: You might be thinking – “how can a story help me build my business?” Interestingly, when you share something relatable or use real-life examples about your product or service, your dream clients will connect and relate to it on a deeper level. Then they’re more likely to remember what you said if it resonates with them on a personal level.
The Question: Start with a question relevant to your product or service that your dream clients/customers are likely to answer “yes” to. This creates an immediate connection and interest. The goal is to get them to keep reading and nodding yes because they feel like you’re speaking to them personally.
The Benefit: You can test starting your sales message with the biggest benefit or advantage your product or service offers to your dream clients/customers. Especially if this benefit is unique and different from your competition, you want it to be something that truly stands out and separates your business from other like-minded businesses.
The Shocking Statement: It needs to be a statement that is surprising, shocking, or attention-grabbing and related to your product or service. Again, as above, you want it to be something that stands you apart from your competition.

A Few More Gems From the Book –
I mentioned Eugene Schwartz‘s book – Breakthrough Advertising, specifically his concept of Levels of Awareness. He believed that effective sales writing required matching the messaging to the customer’s level of awareness. For example, for customers who are unaware of a need or desire, the sales message should focus on creating awareness of the problem or need. For customers who are most aware and ready to purchase, the message should focus on closing the sale with a compelling offer.

He identified five levels of awareness that customers could have:

Unaware: Customers who are not aware of a particular need or desire.
Problem-Aware: Customers who are aware of a problem or need but are not actively looking for a solution.
Solution-Aware: Customers who are actively seeking a solution to their problem or need.
Product-Aware: Customers who are aware of your product or service but have not yet made a decision to purchase.
Most-Aware: Customers who are ready to make a purchase and are looking for the best offer.

What you need to do before you write any copy or create any messaging is ensure you know the level of awareness of your dream clients/customers. This way, you can tailor it to those specific people.

If you’re interested in discovering more about Eugene Schwartz and levels of awareness and copy – I wrote a 3 part blog series. You can access them below.

Journey Into The Human Pscyche Part 1
Understanding This One Concept Could Change The Way You Do Your Marketing Part 2
How Sophisticated Are You And Your Clients?

INSPIRING BOOK QUOTES:

Aristocrats:
“We all hate aristocrats, but we’d like to be one.”

The Rule of One:
… the Rule of One does not mean you can’t have a story and a secret, and an emotionally-compelling fact in the same lead. It means that the lead is strongest that promotes one compelling idea by supporting that idea with all the appropriate techniques … stories…”

New Rules:
“Shortened attention spans and increased skepticism have added new rules for an effective lead.”

Double Your Results:
“Ask a simple question the next time – and every time you start a piece of promotional copy, and you could see double or better the results you otherwise might get.”

Subtle Approach:
“… There are times when a prospect needs a more subtle approach, and… when a simple, direct promise really is best.”

The Magic Wand:
“This strategy becomes more powerful as you become more adept at using it. In the hands of a Master Copywriter, it becomes a ‘Magic Wand,’ doubling and tripling the power of your copy every time you use it.”

Easy to Read:
“You should be able to read this book in a single day. It will be an exciting first read because you will be discovering new ideas that boost the quality and effectiveness of your copy.”

Ask Yourself This After Your Write Your Lead:
“Does this lead get me excited? Does it make me want to continue reading with a high level of anticipation?”

Finding Your Core Idea:
“…Of course, is the hard part. It [Your core idea.] has to be precise, not scattershot. You have to know your audience and know them well. Or you risk missing your target completely.”

The Difference Between Good Copy and Great Copy:
“To create blockbuster promotions time after time, you must understand the difference between good copy and great copy. The Rule of One is the driving force behind great copy.”

About the Authors –Michael Masterson & John Forde:

MICHAEL MASTERSON – For years Mark Ford wrote under the pen name Michael Masterson, which he retired a few years ago. Along with publishing more than a dozen books under the name Michael, several of which became Wall Street Journal, Amazon.com, or New York Times bestsellers, Mark consults for newsletter publishing giant Agora, Inc., is one of the founders of AWAI, and was the inspiration behind AWAI’s Accelerated Program for Six-Figure Copywriting and more. There was more to the Michael Masterson brand than just his writing and business skills. He also had a knack for taking just about anyone with a burning desire to upgrade his (or her) lifestyle – no matter what his background or education – and transforming him into a top-notch copywriter.

JOHN FORDE has been writing winning controls for over 25 years. He’s made millions of dollars for financial, health, and travel clients. He’s also personally mentored dozens of today’s star copywriters, advises businesses on six continents, and has authored a course, two books, and hundreds of articles on copywriting. John regularly leads intense seminars for two or three hundred marketers and copywriters at a time.

Where I Would Recommend Getting Your Copy:
Great Leads: The Six Easiest Ways to Start Any Sales Message by Michael Masterson & John Forde

Other Books by Masterson:

Ready, Fire, Aim: Zero to $100 Million in No Time Flat

The Architecture of Persuasion: How to Write Well-Constructed Sales Letters

The Reluctant Entrepreneur: Turning Dreams into Profits

Seven Years to Seven Figures: The Fast-Track Plan to Becoming a Millionaire

Power and Persuasion: How to Command Success in Business and Your Personal Life (Agora Series)

Copy Logic! The New Science of Producing Breakthrough Copy (Without Criticism)

Other Books I’d Recommend:

The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters by Joe Sugarman

How to Write Copy That Sells: The Step-by-Step System for More Sales, to More Customers, More Often by Ray Edwards

How to Write a Good Advertisement: A Short Course in Copywriting by Victor O. Schwab

The Robert Collier Letter Book by Robert Collier