The 6 basic types of leads

The "lead" is the beginning of your promotion (the copy on page one).

Michael Masterson and John Forde have categorized leads into 6 basic categories:

1 - The offer lead.

Puts the offer up front. Only works if the offer is strong.

Example: "Special Introductory Offer Just for You."

2 - Promise lead.

Makes a big promise to the reader. Example: "You Can Grow New Hair."

3 - Problem-solution lead.

States a problem and positions the product as the solution.

Example: "Do You Make These Mistakes in English?"

4 - Secret lead.

Hints at a secret to be revealed.

Example: "What Never, Ever to Eat on an Airplane."

5 - Declarative lead.

Boldly states a dramatic fact or claim.

Example: "Why Most 20th Century Diseases Will Soon Become Extinct."

6 - Story lead.

Tells an intriguing story.

Example: "They Thought I Was Crazy to Ship Live Main Lobsters as Far as 1,800 Miles from the Ocean."

Tip: Leads 1, 2, and 3 work best when your audience has a high awareness of the product or the problem it solves. Use leads 4, 5, and 6 when they do not.

Source: AWAI 2010 Boot Camp.