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Michael Masterson
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Great Leads: The Six Easiest Ways to Start Any Sales Message Kindle Edition

by Michael Masterson (Author), John Forde (Author) Format: Kindle Edition
4.8 out of 5 stars 1,286 ratings
Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead. Every marketer worth the 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.

This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.
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    211 pages
  2. Language
    English
  3. Publication date
    October 11, 2011
  4. File size
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  1. So, the idea has to be strong. Yet, it also has to be easy to understand. And easy to believe. That last part — being easy to believe — is key.
    Highlighted by 3,333 Kindle readers
  2. The challenge is to find one good idea that the reader can grasp immediately, Porter said. And then, stick to it.
    Highlighted by 3,201 Kindle readers
  3. With direct response advertising, you need to provoke action. And to do that, you must accomplish two important objectives: 1. You must move the prospect emotionally. 2. You must persuade him intellectually.
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Product details

  • ASIN ‏ : ‎ B007I6MEUI
  • Publisher ‏ : ‎ American Writers & Artists, Inc. (October 11, 2011)
  • Publication date ‏ : ‎ October 11, 2011
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 7.9 MB
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 211 pages
  • Customer Reviews:
    4.8 out of 5 stars 1,286 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
1,286 global ratings

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Customers say

Customers find the book essential reading for copywriters and appreciate its concise explanations of effective leads. They describe it as very informative with good examples, and consider it well-worth the money.

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83 customers mention "Readability"83 positive0 negative

Customers find the book highly readable, describing it as essential reading for copywriters and marketers, with one customer highlighting its comprehensive explanations of effective leads.

"...than just a tactical "how to", Great Leads provides some of the best swipe lead ins and breaks them down...." Read more

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

"This book lays out very matter-of-factly, what kind of headlines work, and what doesn’t...." Read more

"This book does a great job of explaining the importance of knowing how much your customer knows about you/your product before you write..." Read more

61 customers mention "Ideas"61 positive0 negative

Customers find the book very informative and appreciate its good examples, with one customer noting it's a great resource to add to their Copywriting Arsenal.

"...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...." Read more

"...And yet, this is the best book on the subject of copywriting I've ever read. Maybe not for a pure beginner...." Read more

"...I would recommend this book for anyone wanting to become a great direct response copywriter." Read more

"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." Read more

5 customers mention "Value for money"5 positive0 negative

Customers find the book well-worth the money.

"...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...." Read more

"...This book is truly fantastic! It has some of the most valuable, clear, fascinating, and truly entertaining information of any book or course on copy..." Read more

"...read to summarize the most effective lead approaches to success and BIG money. Excellent examples of each approach...." Read more

"...It's very easy but very valuable! Thank you for giving me this book, Mr. Michael Masterson!" Read more

Timeless Principles
4 out of 5 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

  • 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.
    14 people found this helpful
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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.
    13 people 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.
    3 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.
    9 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.
    2 people found this helpful
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  • 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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  • John T. Davis
    5.0 out of 5 stars A must read for any business owner
    Reviewed in the United States on April 20, 2023
    Verified Purchase
    Before you spend any money on advertising you must read this book. I rated it a 5 because it cuts through the crap and lays out exactly what works and what doesn’t. I only wish I knew about it years ago. Get read it and reference it before you do anything.
    One person found this helpful
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  • Sean VanZant
    5.0 out of 5 stars Great Book on How to Use Proven-secrets to Write Amazingly Successful Leads!
    Reviewed in the United States on August 7, 2022
    Verified Purchase
    If you are a copywriter intent on improving your skills, don’t read this book … Memorize it.
    ~ Michael Masterson & John Forde

    The authors studied in depth about why some leads were more successful than others, and created lead structures that helps you write breakthrough copy.

    I greatly recommend buying (and using the lead structures) this book, using their hard-won secrets to make every sales letter you write in the future amazingly successful!
    2 people found this helpful
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Top reviews from other countries

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  • Paul Simister
    5.0 out of 5 stars Very revealing guide building on Eugene Schwartz ideas
    Reviewed in the United Kingdom on September 13, 2018
    Verified Purchase
    I was a fool. It has taken be more than 5 years to read this excellent copywriting book after buying it.

    I'm struggling to justify it to myself. I read widely, not just copywriting or even marketing books but that's no real excuse. The title perhaps undersells it and, back in July 2013, the book didn't have all these glowing reviews. I buy a lot of books and kindle books can quickly drop outside of my eyesight unlike a physical book which nags away, demanding to be read.

    Still, I don't think I have an acceptable excuse. This is a must read book and, if you're interested in copywriting, I hope you don't make a similar mistake.

    The book builds on ideas of Eugene Schwartz about buyer sophistication and how well they understand the problem, solution and specific product. The more they know, the more direct you can be in the copy.

    The contents is powerful. It gives you a direction for your sales message (letter, video etc ) and once you have that direction clear, you can start building your ideas.

    The book uses proven examples of successful copy to demonstrate the techniques and then goes on to give you guidance on how to develop each one. It isn't a step by step guide. This is advanced copywriting and I'd suggest its scope is beyond most business owners and marketing advisors and even many copywriters. To use the book, you have to go on and develop the rest of the sales message on your own.

    My only concern is about overexposure which is likely to reduce the impact of the indirect approaches. I'm on a number of the Agora email lists, partly because I'm interested in financial investments and partly because I'm interested in the copywriting. My attention tends to depend on which hat I'm wearing and as an investor, too often I feel "Here we go again!"

    Wearing a copywriting hat, this book will be useful to review those messages to identify which lead or leads are used.

    This book is very highly recommended to ambitious copywriters. Earlier I described it as a must read book but I'd like to revise that statement; it is a must read regularly book because the more these ideas are ingrained in your brain, the easier it will be to write great copy.

    Paul Similar is a business coach who helps business owners who are stuck, get unstuck.
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  • Amazon Customer
    5.0 out of 5 stars One of the best books on copywriting
    Reviewed in Australia on September 25, 2024
    Verified Purchase
    Where all the secret sauce is.
    Loving this book!
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    Report
  • 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.
    Report
  • Andreia C Sales | Arquétipos, Branding e Narrativas @andreiacsales
    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
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  • Amazon Kunde
    5.0 out of 5 stars Straight to the core
    Reviewed in Germany on July 26, 2024
    Verified Purchase
    Learning how to package your message, product and services is the foundation for success. And this hands-on guide does exactly that. It gives you all the practical advice you need to consider when it comes to the different levels of awareness your target group is in plus the six proven ways of starting a powerful conversation with prospects so that they don’t feel sold. And that’s where the artistry begins. We all love buying but hate being sold to. Thank you from Germany. I learnt tons and can’t wait to implement these strategies now.
    Report

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