Afleveringen
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Weāve looked at the six types of leads as mentioned in the book āGreat Leadsā.
The Offer Lead which goes straight to the sale.
The Promise Lead that is a bit more indirect and therefore addressing readers who are āon the fenceā.
Then thereās the Problem-Solution Lead which is a classic that you see being applied widely in the internet. You address a problem that the reader feels and you follow up with a solution.
Even more indirect lead types are the Big Secret Lead where a mysterious or unknown secret leads the promo and the Proclamation Lead that features a strong bold claim that catches your reader off-guard.
And finally, thereās the Story Lead.
Enjoy the episode.
Cheers,Alex, The Email Copywriter
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In part one of this 8-part series Iām talking about the importance of a lead for your business.
And Iām using that as an excuse to summarize the book "Great Leads - The Six Easiest Ways to Start Any Sales Message" by Michael Masterson and John Forde.
As a public listener of my podcast, you get access to this 1st episode today and the last (eighth) episode in one week. If youād like to listen to all 8 parts, you can join my mobile-learning community and business platform called "naii.io varsity" for freeāitās quick and easy. If you would like to join the varsity, please send an email to v a r s i t y (at) n a i i (dot) i o.
So why bother about leads, right?
Letās first define what a lead is.
ā¦
Cheers,
- Alex, the Email Copywriter
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Zijn er afleveringen die ontbreken?
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A community friend recently said:
On my email list, people just signed up for my short films. Really, theyāre just fans, so I have no idea what to do with my list (mainly because I'm not working on any film project right now as well).
This is tricky territory.
You donāt want to create just filler content.
But you also donāt want to lose the connection to your readers.
What do you then?
Iām attempting to give an answer in this episode.
Cheers,
- Alex, the Email Copywriter
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Art is an activity. Itās something you do for leisure and pleasure. Itās when you gather with friends and have a beer while watching soccer on the telly.
Thatās what part-time artists think.
Itās neither good nor bad. It just is.
But, in consequence, it means that their willingness to take the uncomfortable route is significantly lower than the willingness of a full-time artist which I happen to be.
Thatās important becauseā¦
Art is hardā¦ work!
Cheers,
- Alex, the Email Copywriter
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How to keep going and get people excited about you? You show up regularly.
Without thinking about the outcome or without thinking about goals and reaching them, what do you enjoy spending your time with?
Show up regularly. Show up with an activity that you enjoy doing - even if youāre alone in a cave.
Cheers,
- Alex, the Email Copywriter -
Iāll be real practical here and lay out how to write a video ad by dissecting a real ad thatās out there in the wild.
This ad is from the company āLumÄā. Theyāre selling non-toxic deodorants.
Letās start with the general structure of such an ad.
Structure:1. Hook - grab their attention
2. Problem - help them feel the pain
3. Solution - show how the product helps the pain
4. Call to Action - ask them to buy
5. Doubts & Credibility - resolve doubts and establish credibility
6. Second Call to Action - Reminder to buy
7. Outro - Conclude your ad and give time to click
Why the ad works?1. It has a story (husband and wife). Telling stories is usually a good idea.
2. The problem is demonstrated understandably.
3. The product has a unique mechanism in terms of how it works (eliminating odor before you stink).
4. The benefits (e.g. water-based, works everywhere) are demonstrated.
5. Itās shown how life looks like after using it (future-pacing).
6. The ad shows how it works and why it works.
7. People have their say about the product.
8. They express a (money-back) guarantee.
9. They handle objections (doesnāt stain your clothes like other deodorants to spend less time doing laundry)
Cheers,
- Alex, the Email Copywriter
