“Stop burying your best stuff halfway down the page“
This is a line I heard over and over again when David Deutsch was my copy coach.
Despite me thinking I was a great writer…
I was actually the king of burying the lead.
So I would put the best copy angles wayyy down in the copy (instead of leading with it)
For example…
I did this with the first draft of an email I wrote about Patriot Power Greens.
The email was all about Dr. Sebring (the creator of the drink) and how he was 62 years old, but he lived like a guy in his 30’s.
Despite being 62 he was still competing in martial arts tournaments…
And had the blood pressure and blood sugar levels of a guy half his age.
All of this was pretty amazing information…
But I didn’t bring it up until 2/3 of the way through the email.
“This is the best part” David barked at me over Skype. “Always lead with the best stuff”
And you know what?
He was 100% right.
Cause once I rewrote that email…
And put all the info about Dr. Sebring at the start of the email…
It went gangbusters.
In fact, I think it was probably our #1 performing email for 2016.
And I’m pretty sure there’s still a version of that email running today (four years later!).
But that’s the power of leading with your best stuff.
Whether you’re writing an email…
Sales page…
Or an ad…
You always want to lead with the best stuff.
Why?
Cause the reader isn’t being forced to read your shit.
You have to earn it.
You have to get their attention…
And keep their attention.
Now there’s 5 proven ways to get their attention at the start of your copy.
One of them is with a story (like I did here).
The other 4 ways David breaks down in module 11 of his new A-list Copywriting Secrets course.
One of the methods is used by $400 million dollar Golden Hippo in almost every VSL they put out to hook you right at the start.
Another one of the methods is used in nearly every blockbuster Agora promo you see in the financial niche…
So these methods for grabbing the reader’s attention are proven to work.
And David breaks them all down for you in Module 11 of his new A-List Copywriting Secrets course.
If you haven’t checked the course out yet, you can do that here.
You can also head over to that page and opt-in and get a free video from David on how to come up with unique ideas for your copy…
I suggest giving that a look here.
Enjoy…
– Justin
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