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GREAT LEADS
The Six Easiest Ways to
Start Any Sales Message
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Why Did
This Work?
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Why Did
This Work?
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Why Did
This Work?
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Why Did
This Work?
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How about
this one?
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How about
this one?
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How about
this one?
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“Copy cannot create desire for a product. It

can only take the hopes, dreams, fears and
desires that already exist in the hearts of
millions of people... and focus those already
existing desires onto a particular product.
This is the copywriter’s task: Not to create
this mass desire, but to channel and direct it.”

Eugene M. Schwartz
Breakthrough Advertising
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To Do List
Give you six simple templates you
can use to channel prospect desire.
Expose the single biggest mistake in
bad sales copy, plus how to fix it.
Share an easy three-step process
for getting multibillion-dollar ideas.
Put theory into practice so you can
actually write some great copy.
And most of all… simplify.
The Single Most Common
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Sales Copy Mistake…

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The “Power of One”

One strong “Big Idea”

That can anchor the pitch

And is clearly expressed

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What’s the
“Big Idea”
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Big ideas target

emotions.
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Big ideas
have instant
appeal.
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Big ideas are

original.
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Big ideas are

often timely.
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Big ideas have

momentum.
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Big ideas have depth.

 Big ideas can be
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tightly expressed.
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The “Big Idea”

Targets emotions
Has instant appeal
Is original
Is timely
Feeds momentum
Has depth
Can be tightly expressed
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How to
Get Bigger
Marketing
Ideas…
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The Three Dimensions

of the Prospect Mind
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The Three Dimensions

of the Prospect Mind

Beliefs: How your prospect

justifies his way of life.
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The Three Dimensions

of the Prospect Mind

Beliefs: How your prospect

justifies his way of life.

Desires: What your prospect

deeply wants or needs.
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The Three Dimensions

of the Prospect Mind

Beliefs: How your prospect

justifies his way of life.

Desires: What your prospect

deeply wants or needs.

Identifications: How your

prospect craves to be or feel.
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SECONDARY E-MOTIVATIONS
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SECONDARY E-MOTIVATIONS

Start a business. Take vitamins. Fix what's broken.

Build a nest egg. Lose weight. Have better sex.

Be famous. Sleep better. Have the best.

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SECONDARY E-MOTIVATIONS

Start a business. Take vitamins. Fix what's broken.

Master fate. Feel immortal. Feel independent.

Build a nest egg. Lose weight. Have better sex.

Feel secure. Feel attractive. Feel wanted.

Be famous. Sleep better. Have the best.

Feel respected. Feel alive. Feel “worth it.”
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The 3-Step “Palmer Method”

Ask yourself, “What keeps my

customer up at night?”

Ask yourself, “What’s the hottest

selling solution for that concern?”

Ask yourself, “What’s the story

nobody else is telling?”
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Awareness
& Directness
 Awareness
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& Directness
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& Directness
The Most Aware: Your prospect knows your
product, and only needs to know “the deal.”

Product-Aware: Your prospect knows what you

sell, but isn’t sure it’s right for him.

Solution-Aware: Your prospect knows the result

he wants, but not that your product provides it.

Problem-Aware: Your prospect senses he has a

problem, but doesn’t know there’s a solution.

Completely Unaware: No knowledge of

anything except, perhaps, his own identity or opinion.
 Awareness
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& Directness

Most Aware Least Aware

Less Natural More Natural

Resistance Resistance
 Awareness
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& Directness

Most Aware Least Aware

More Direct Less Direct

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DIRECT INDIRECT
HEADLINE HEADLINE
“Try this
exciting new
product...”
BODY BODY

COPY COPY

“Try this
exciting new
CLOSE CLOSE product...”
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DIRECT INDIRECT
Lifetime offers to Unknown vendors
your house list
Complicated or
Brand & commodity abstract benefits
product offers
News-driven
Freemium or products
price-driven offers
Offers to an
Deadlines/limited “oversold” prospect
supply offers
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers & Stories

Invitations

Direct Predictions &

Promise Declarations

Problem - Secrets &

Solution Systems
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers &
Invitations
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Offers & Invitations
Leads Are Good For…

A very aware audience

No-brainer terms on the offer
Lead generation pitches
A deal on a new or desired product
Freebies of obvious value
“Velvet rope” access/elite brand
A highly compelling guarantee
An urgent deadline or limited supply
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers &
Invitations

Direct
Promise
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Direct Promise
Leads Are Good For…

A solution-ready audience
Audacious claims you can prove
Leader-of-the-pack products
“New and improved” products
Breakthrough products
Highly optimistic markets
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers &
Invitations

Direct
Promise

Problem -
Solution
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Problem-Solution
Leads Are Good For…

A frustrated audience
Uncertain times
Pain-relief products or similar
Alternatives to failed solutions
I-was-like-you pitches
Before-and-after products
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers &
Invitations

Direct
Promise

Problem - Secrets &

Solution Systems
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Secrets & Systems
Leads Are Good For…

Trading services
Invented-term pitches
Teasing a research discovery
Teasing insider knowledge
Teasing predictable results
Exposing scandal
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers &
Invitations

Direct Predictions &

Promise Declarations

Problem - Secrets &

Solution Systems
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Prediction & Declaration
Leads Are Good For…

New or jaded audiences

Macro-news products
Ahead of big events
To a lesser aware audience
Ahead of uncertain times
Bold/controversial products
 Awareness
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& Directness
Most Aware Least Aware
More Direct Less Direct

Offers & Stories

Invitations

Direct Predictions &

Promise Declarations

Problem - Secrets &

Solution Systems
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Story Leads
Are Good For…

New or jaded audiences

Testimonial-rich products
Rags-to-riches leads
Confessional leads
Tied-to-history leads
Dramatic origin products
Almost anything, really
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“The vast majority of products are sold

because of the need for love, the fear of
shame the pride of achievement, the drive
for recognition, the yearning to feel
important, the urge to look attractive, the
lust for power, the longing for romance,
the need to feel secure, the terror of
facing the unknown, the lifelong hunger
for self-esteem and so on…”
(cont. ->)
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“Emotions are the fire of human

motivation, the combustible force that
secretly drives most decisions to buy.
When your marketing harnesses these
forces correctly, you will generate
explosive increases in response.”

Gary Bencivenga
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