Great Leads: The Six Easiest Ways to Start Any Sales Message

you cannot create desire in a customer. You can only awaken what’s already there.

too much going on. Too many unnecessary details, too many unrelated emotions, and too many damn words!

Every promise must target your prospect’s core desire. That is, they have to already want what you’re promising.

wants to buy, but he doesn’t want to be sold.

All of these headlines are also questions but with the added twist and intrigue of a term your prospect hasn’t heard before.

Promise Leads work best with “mostly aware” prospects who are almost ready to buy.

“Advertising works best,” says Drayton Bird again, “if you promise people something they want, not — as many imagine — if you are clever, original, or shocking.”

you have any hope of getting your reader by the lapels and making him listen to your message, you first have to give him a reason why. And, that reason is bound up in a promise he cannot resist.

Every promise must target your prospect’s core desire. That is, they have to already want what you’re promising.