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Great Leads: The Six Easiest Ways to Start Any Sales Message Hardcover – January 1, 2011

by Michael Masterson (Author), John Forde (Author)
4.8 4.8 out of 5 stars 1,192 ratings
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Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead.

Every marketer worth their name can tell you how important the headline is. But far too many of those same marketers ignore the critical importance of the lead.

In Great Leads: The Six Easiest Ways to Start Any Sales Message, marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple “How To” book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.

Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.

But just as important, the book reveals three strategies few copywriters know or understand that you can start using immediately to:

* Become a more effective copywriter

* Write faster with improved results

* Be more in demand

* Earn more money

This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.

Read more Read less
Previous page
  1. Print length
    206 pages
  2. Language
    English
  3. Publisher
    American Writers & Artists, Inc.
  4. Publication date
    January 1, 2011
  5. ISBN-10
    0982150032
  6. ISBN-13
    978-0982150030
  7. See all details
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Product details

  • Publisher ‏ : ‎ American Writers & Artists, Inc. (January 1, 2011)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 206 pages
  • ISBN-10 ‏ : ‎ 0982150032
  • ISBN-13 ‏ : ‎ 978-0982150030
  • Item Weight ‏ : ‎ 1.25 pounds
  • Customer Reviews:
    4.8 4.8 out of 5 stars 1,192 ratings

About the author

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Michael Masterson

Michael Masterson

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MICHAEL MASTERSON has developed a loyal following through his writings in Early to Rise (ww.earlytorise.com), an e-newsletter published by Agora, Inc. that mentors hundreds of thousands of success-oriented individuals to help them achieve their financial goals.

Masterson has been making money for himself and others for almost four decades. At one time or another, he's owned and run multi-million dollar companies that were public/private, onshore/overseas, local/international, service-/product-oriented, retail/wholesale/direct mail, and even profit/not-for-profit.

Masterson is the author of the Wall Street Journal bestsellers Automatic Wealth: The Six Steps to Financial Independence; Automatic Wealth for Grads... and Anyone Else Just Starting Out; Power and Persuasion: How to Command Success in Business and Your Personal Life (all published by John Wiley & Sons); and Confessions of a Self-Made Millionaire. His next book, Seven Years to Seven Figures: The Fast Track Plan to Becoming a Millionaire (John Wiley & Sons) will hit bookshelves in October of 2006.

Customer reviews

4.8 out of 5 stars
4.8 out of 5
1,192 global ratings
Timeless Principles
4 Stars
Timeless Principles
I first bought the kindle version of this book but it was suboptimal so I ordered the print version, which took a long time to arrive. The wait was worth it.The book is a great primer on the psychology behind what makes copywriting great. The examples are dated but the principles are timeless.
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Top reviews from the United States

Victor
5.0 out of 5 stars The best copywriter book ever
Reviewed in the United States on March 28, 2024
Verified Purchase
It has the best tips and examples you can think of. My mentor recommended me this book and it has been a life-changing experience.
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Albert Bueno
5.0 out of 5 stars A copywriter’s must read!
Reviewed in the United States on November 23, 2023
Verified Purchase
Concise descriptions of winning headline leads and why they are successful. I found this book listening to an Alex Hormozi podcast after he raved about it!
One person found this helpful
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chopper
5.0 out of 5 stars INSIGHTFUL AND PRACTICAL
Reviewed in the United States on April 13, 2024
Verified Purchase
This book lays out very matter-of-factly, what kind of headlines work, and what doesn’t.

You can think of the book as an extended sales letter that converts.
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Patrick J. Stiles
5.0 out of 5 stars I wish I read this 5 years ago
Reviewed in the United States on November 28, 2015
Verified Purchase
I've been writing copy for 4-5 years. I've sold 7 figures online in my own business. Freelanced and started a few other companies.

I've been coached by an a-list copy coach, done dozens of copy logic sessions and paid for copy crits...

... And yet, this is the best book on the subject of copywriting I've ever read.

Maybe not for a pure beginner. For those people I always stear them towards John Carlton's and Dan Kennedy's courses to get their holistic basics.

But this book was some-odd 100+ pages of light bulbs going off.

You ever see a control just dominate? And think I could write something like that for my biz /client?

I have. Swiped and failed.

Now I know why.

I was applying one type of lead for a certain audience to a different situation.

I was going indirect when I should have been direct.

Or I was mixing lead types. Revealing a secret too soon. Etc.

I can now see exactly where, why and how to avoid these things.

Also, what I really loved most about this book was it was short and instructional.

High impact, rubber meets the road type of advice that you'll immediately connect to your copywriting.

You should definitely read this book.

As for me, I'm now going to cybetstalk the authors for everything else they've ever put out, re-read this book and write another sales letter.
10 people found this helpful
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Jose Baldizon
4.0 out of 5 stars Can't read it just once
Reviewed in the United States on June 20, 2014
Verified Purchase
This book does a great job of explaining the importance of knowing how much your customer knows about you/your product before you write anything.

You have to understand how much your prospects know about your product, and how they feel about what they know.

I strongly suggest that you copy the headlines and leads discussed in the book so you can get a feel for the difference between the headlines.

You're not going to get a feel for the difference between the leads/headlines if you just read the book and put it down.

It's definitely a book you have to read twice. But you also have to put pen to paper if you want to ingrain these leads into your head.
8 people found this helpful
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mikecaruana
5.0 out of 5 stars Pleasantly Surprised...
Reviewed in the United States on August 28, 2014
Verified Purchase
I was skeptical on how much value a $9 book written by a proclaimed Agora copywriter would offer. Knowing ahead of time that Agora copywriters are world-class and have extremely high conversion rates, I was expecting "Great Leads" to be exactly that - a lead generation book designed to get me into some sort of funnel to spend a ton of money on a more "advanced writing system".

Throughout the whole book I was waiting for the death blow - "to learn more, opt-in here or buy this course", but it never came (After all, that is what writing great copy is all about!). This entire book is packed with tactical strategies to take your copy to a much higher level without a single sales pitch or back-end offer.

IMHO, it is not for the beginner. First learn how to write B-Level copy (killer headlines, features, benefits, bullets, etc...) then use this to beef it up to A-Level work.

More than just a tactical "how to", Great Leads provides some of the best swipe lead ins and breaks them down. Discover how just a few words and techniques make the difference between a flat line response and explosive, high-converting response.

The book is worth the price alone just for the swipes and analysis. And, we are not talking ancient copy that was mailed decades ago. I am on some of Agora's lists and immediately recognized a few of the offers broken down in the book, they still arrive in my Inbox and mailbox.

Quite frankly, I'm surprised that the secrets of the highest paid copywriters in the industry are revealed here so cheap. Take advantage and get your hands on a copy immediately. One tweak alone from this book will more than offset your cost and time to read it.
12 people found this helpful
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Kindle Customer
5.0 out of 5 stars Great read
Reviewed in the United States on May 2, 2019
Verified Purchase
This book was brought to me in a copywriting workshop as a great book to read to better understand the power of the leads and also how they can (they should, actually) guide the entire sales letter copy.
I liked the examples each lead type has and also the tips and hints you can take in each chapter.
If you're looking for a structure to be able to craft your own sales letters, you won't find it as this is more theoretical, although with very good examples. You will be able to think about which lead type you should use in each situation, but you still need to know how to craft great copy and this book is not about the copy but about the lead to present your copy.
I would recommend this book for anyone wanting to become a great direct response copywriter.
One person found this helpful
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Richard Denzer
5.0 out of 5 stars Amazing - Six Leads, Six Ways to Wealth
Reviewed in the United States on August 18, 2023
Verified Purchase
If you like money, have a business and want to increase your revenue and profit - read this book, many, many times.

Richard Denzer
One person found this helpful
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Top reviews from other countries

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Peter reginella
5.0 out of 5 stars Best copywriting book of all time.
Reviewed in Canada on July 10, 2023
Verified Purchase
Of all the copywriting books I've read, and that's alot, this is by far one of, if not, the best one.

It reads easy, everything is broken down to understand simply and you get out from the otherwise of it with actionable steps to immediately make you a better writer.

Highly recommend.
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Andreia Sales - Arquétipos, Branding Arquetípico e Narrativas Arquetípicas de Marca
5.0 out of 5 stars O melhor livro de Copywriting de todos os tempos
Reviewed in Brazil on March 8, 2023
Verified Purchase
Eu não dava nada por esse livro.

Pensei: se nem traduzido foi e se só tem na versão Kindle, não deve ser relevante

Até que um grande mentor que eu tenho, Rodrigo Vinhas, recomendou!

Sim! O melhor livro de copy que você vai ler!

Todos os conceitos expostos de uma maneira simples, em que você conhece os princípios da escrita persuasiva

Tudo o que você ouvir falar de funis de vendas, mandalas de anúncios e etc vem desse livro, que por sinal vem de um outro mais antigo é mais caro, do Eugene Schwartz.

Os níveis de consciência de Schwartz são explicados aqui de maneira prática e clara!

Já comprei muitos outros livros de copy depois desse, mas nunca achei um tão bom!

Uma pena realmente não ser traduzido!

Mas é fácil de ler mesmo em inglês!

Nota 10

Andreia Sales - Arquétipos no Marketing e em Narrativas de Marca e Branding Arquetípico
6 people found this helpful
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ToLK
5.0 out of 5 stars excellent book, very insightful and practical takeaways
Reviewed in the United Kingdom on September 9, 2023
Verified Purchase
Super useful insights on leads. Feel much more confident in applying these concepts to copywriting that have seen a lot of success
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Farhad Hussain
5.0 out of 5 stars A must-read book for any level of copywriter
Reviewed in India on January 4, 2022
Verified Purchase
I gave 5 stars for this book because the content has convinced me to do this. The author very clearly and concisely described the six leads. Multiple copywriters think adding only benefits rather than the powerful 6 leads. Each lead has its own ability to make the sales page conventional and turn your prospect's hardcore money into your pocket.

I recommend this book to anyone who is seeking to write a better sales letter/page.
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Adrien
4.0 out of 5 stars Pour aller plus loin
Reviewed in France on October 18, 2019
Verified Purchase
Ce livre s'adresse aux copywriters avancés. L'auteur passe en revue 6 méthodes pour démarrer n'importe quel argumentaire de vente.
Beaucoup d'exemples concrets.
5 people found this helpful
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