The Lead: The Sinking Hook in your Prospect

You have only an instant to capture the attention of your prospect. No matter the medium - a sales letter, print ads, or commercial - that is about to make a decision almost instantly know if you are worth his time or not. So, you better start with a bang.

Hopefully, you already have a good title. The words that come after it are your guide, and it is their job to sink the hook in your perspective and keep her reading or listening until you can not convince her that you are the answer to her prayers.

Here we present great promise. Not just another advantage, but the granddaddy of all benefits. The one coming up in his heart and stimulate some excitement. What draws her fundamental desires.

But its not just say how your widget will change his life. And you absolutely, positively never, talk about you or your company here. Here, we show you what will be like when it is experiencing great advantage.

Help her to see lying on the beach, sipping a pina colada, because he took a correspondence course. Show lying in the grass, watching the clouds with its five years, because your widget saved so much time.

You have to see beyond your actual product or service and achieve the great promise they can do for your prospect. And, we must ensure that the promise of connecting with its core beliefs, feelings and desires in all their complexity.

By the time he finished with lead, you've sunk a great hook in your perspective. Spend the rest of your conversation wrapped inside her Show her that the product complies with this great promise. If you have room (in a longer letter of sale, for example) you can pepper in a few more benefits, but always return to the Big One. Let it be like a golden thread woven throughout the conversation.

You catch more flies with honey, or so says an old proverb. And you capture more prospects with great promise alive in your head .......