Delay the revelation of the secret to maintain intrigue. 5. The Proclamation Lead
The audience is "Problem Aware" but doesn't know your specific solution yet. Great Leads by Michael Masterson Pdf
Get straight to the deal—price, discounts, and guarantees. Delay the revelation of the secret to maintain intrigue
🎯 "Great copy must move the prospect emotionally before it persuades them intellectually". Great Leads by Michael Masterson Pdf
Identify the most emotionally-charged problem they face. 4. The Secret Lead (Indirect)
Highlight the most emotionally compelling part of the offer immediately. 2. The Promise Lead
Empathize with their "hot button" issues before offering hope.