The Lead: Sinking The Hook Into Your Prospect

Written by Lisa Packer


You only have an instant to capture your prospects attention. No matterrepparttar medium a sales letter, print ad, or commercial shes going to make an almost instantaneous decision about whether you are worth her time or not. So youd better start off with a bang.

Hopefully, you already have a good headline. The words that come after it are your lead, and its their job to sinkrepparttar 145613 hook into your prospect and keep her reading or listening until you can convince her that you arerepparttar 145614 answer to her prayers.

Here you introduce your Big Promise. Not just another benefit, butrepparttar 145615 Granddaddy of all benefits. The One that will reach down into her heart and stimulate some emotion. The One that taps into her core desires.

But you dont just tell her how your widget will change her life. And you absolutely, positively, never talk about yourself or your company here. Here, you show her what it will be like when shes experiencing that Big Benefit.

Help her to see herself lying onrepparttar 145616 beach, sipping a Pina Colada because she took your correspondence course. Show her lying inrepparttar 145617 grass, looking atrepparttar 145618 clouds with her five-year-old because your widget saved her so much time.

Do You Really Know Your Prospect?

Written by Lisa Packer


Id like to introduce you to someone. I dont actually know his name, but Im hoping you do. Im hoping you know quite a bit about him.

Hes your target customer repparttar person most likely to buy what you have to offer. He isrepparttar 145612 person responsible for your paycheck. He pays your rent and feeds your kids. Or at least, he will, once you convince him to buy from you.

But to convince him, you have to know him. Intimately.

I know, I know this is elementary stuff. Marketing 101. But youd be amazed how many people are in business without a clue about who theyre selling to. Even if you have a pretty good idea about what makes Mr. Prospect tick, you could stand to learn more.

Becauserepparttar 145613 better you know him,repparttar 145614 better you know how to sell to him.

Dig deep. Get way down into his psyche. What are his core beliefs? What are his fears? What keeps him awake at night? What kind of person does he really want to be? (That one is actually far more important than who he actually is. Can your product or service help him be that person?)

Do you know what Mr. Prospect does with his spare time? If hes online, what newsletters does he subscribe to, or what forums does he hang out in?

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