![]() ![]() A winning lead prevents that from happening, creating rapport and forging a connection. Once a headline has a prospect's attention, he or she might begin to wonder, “Is this for me?” At this point, your lead’s job is to clarify what your product or service is and what it will deliver. If this isn't made clear, a reader will be confused, and a confused mind almost always says “No”. The first 150 to 700 words after the headline constitutes the lead - its function to restate the promise of an offer but also to state who it’s for, and who it isn’t for. The leadĮvery winning ad campaign is built upon the foundation of a “big idea” - the promised benefit of what you’re offering. Related: 4 Smart Ways to Write Dynamic Sales Copy (Without Actually Writing a Single Word) 2. This pillar you’ll spend much time on, but once it's optimized, it will become an emotional lightning rod to draw people into your message, and set up… And that's when the magic starts - a series of chain reactions that can transform despair to hope, doubt to confidence, fear to courage. Done right, it will trigger a spark in that prospect’s emotional core. To do that, a headline has to be meaningful by tapping into a prospect’s core beliefs - resonating with deepest aspirations and desires. Ideally, it grabs prospects’ attention and draws a reader into the rest of a sales message. The headline is essentially the ad to the rest of your ad. ![]()
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