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.
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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.