The Lead: Sinking The Hook Into Your Prospect

Written by Lisa Packer


Continued from page 1

You have to see beyond your actual product or service and get torepparttar big promise you can make to your prospect. And, you have to make sure that promise connects with her core beliefs, feelings, and desires in all their complexities.

Byrepparttar 145613 time sheís finished with your lead, youíve sunk a big hook into your prospect. Spendrepparttar 145614 rest of your conversation reeling her in. Show her why your product delivers on that big promise. If you have room (in a longer sales letter, for example) you can pepper in some more benefits, but always come back torepparttar 145615 Big One. Let it be like a golden thread woven throughoutrepparttar 145616 conversation.

You catch more flies with honey, or sorepparttar 145617 old saying goes. And you catch more prospects with a big, vivid promise in your lead.



Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" and "7 Ways To Get A Pay Raise From Your Web Site" is an independent Copywriter and Marketing Consultant. Find out how to get these two reports, plus more helpful articles like the one you just read at www.dramatic-copy.com. Dramatic Copy: Copywriting That Dramatically Increases Your Business.


Do You Really Know Your Prospect?

Written by Lisa Packer


Continued from page 1

Once you know him better than his own spouse, you know how to speak to him. You know precisely what benefits to stress, what emotional buttons to push. And you know where to find him when youíre ready to do it.

Letís say Mr. Prospect is a middle aged male who works in corporate middle-management. But you dig deep, and find out that heís also typically a political junkie. You could use that knowledge to advertise in Time or Newsweek. But youíre not satisfied, so you dig even deeper and find out that Mr. P is left-leaning in his politics, and has a passion for environmentalism. His greatest fear is thatrepparttar planet wonít be in good shape for his grandchildren.

Now, you can focus on Mr. P like a laser. Skip Time and Newsweek and advertise in Mother Earth News. Send him sales letters on recycled paper, and find a way to connect your product or service to a healthy planet. Now youíre pushing his buttons, and Mr. Prospect becomes Mr. Customer.

It takes time, effort, and research. But once you really know your target, hitting him where it counts is that much easier.

Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" and "7 Ways To Get A Pay Raise From Your Web Site" is an independent Copywriter and Marketing Consultant. Find out how to get these two reports, plus more helpful articles like the one you just read at www.dramatic-copy.com. Dramatic Copy: Copywriting That Dramatically Increases Your Business.


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