About the book «Great Leads»

«Great Leads» by Michael Masterson and John Forde is an essential guide for anyone looking to improve their copywriting skills. The book is centered around the idea that the opening lines of your copy are crucial to its success. The authors emphasize the importance of crafting leads that are not only attention-grabbing but also persuasive and memorable. They provide a wealth of practical tips and examples to help readers achieve this goal. Throughout the book, Masterson and Forde stress the importance of understanding your audience and tailoring your leads to their needs and interests. They also highlight the power of storytelling in creating compelling leads that draw readers in and keep them engaged. Whether you’re a seasoned copywriter or just starting out, «Great Leads» is a valuable resource that will help you improve your writing and connect with your readers in a meaningful way.


Part One: Understanding the Importance of Great Leads

The first section of the book sets the stage by explaining why great leads are so important. Masterson and Forde explain that the lead is the most important part of any copywriting project, as it determines whether the reader will continue reading or not. They provide a range of examples of effective leads from a variety of industries, including finance, health, and relationships.

Part Two: The Nine Great Leads

The second section of the book introduces the nine key types of great leads, along with examples of each. The nine leads are: the question lead, the how-to lead, the testimonial lead, the command lead, the reason-why lead, the story lead, the guarantee lead, the news lead, and the empathy lead. Masterson and Forde provide detailed explanations of each type of lead, including how to write it and when to use it.

Part Three: Mastering the Techniques of Great Leads

The third section of the book provides practical tips for mastering the techniques of great leads. Masterson and Forde explain how to write leads that are specific, concrete, concise, and compelling. They also provide tips for using humor, shock, and curiosity to capture the reader’s attention. Throughout this section, the authors include a range of examples of effective lead writing from a variety of industries.

Part Four: Fixing Common Lead Problems

The fourth section of the book focuses on fixing common lead problems. Masterson and Forde explain how to avoid writing leads that are too bland, too wordy, too abstract, too predictable, or too cliché. They also provide tips for avoiding common mistakes, such as starting with a lengthy introduction or using too much jargon.

Part Five: Advanced Techniques for Great Leads

The final section of the book introduces advanced techniques for great leads. Masterson and Forde explain how to write leads that create a sense of urgency, use the power of exclusivity, and leverage the reader’s emotions. They also provide tips for using leads to overcome objections and close the sale.

In conclusion

Great Leads is a must-read for anyone who wants to master the art of writing effective leads that grab the reader’s attention from the get-go. This book is a practical guide that provides a wealth of tips and examples for crafting leads that are specific, concrete, and compelling. The authors have done an excellent job of breaking down the key components of a great lead and showing how to apply them in your own writing. Whether you’re a copywriter, marketer, or business owner, this book is an essential resource for improving your lead writing skills and creating more effective and engaging copy. The examples provided in the book are diverse, covering a range of industries and niches, making it easy to see how the principles of effective lead writing can be applied across different contexts. Overall, Great Leads is an insightful and practical guide that will help you write leads that capture your reader’s attention and draw them into your copy.