The full title of this book by Michael Masterson and John Forde is
Great Leads: The Six Easiest Ways to Start Any Sales Message
In my review posted on Amazon.co.uk, I gave the book a rating of 5 Stars. This means it is excellent and very highly recommended.
Here is my book review.
Very revealing guide building on Eugene Schwartz ideas
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.
This book is very highly recommended to ambitious copywriters. Earlier I described it as a 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.
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