Tag: Michael Masterson

The 6 basic types of leads

Nelson Tan Leave a comment

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.

4 steps to stronger e-zines

Nelson Tan Leave a comment

Best-selling author Michael Masterson gives the following tips for writing strong content for your e-newsletter:

1. The quality of the ideas presented is paramount. A reader may sign up for an e-zine for many different reasons but he will continue to read it only if he feels that his time invested in reading is yielding valuable ideas. Valuable in this context means provocative, memorable and useful.

2. Less is better than more. If you overwhelm the reader with ideas—even valuable ideas—he will come away from the reading experience emotionally neutralized. That happens because the reader recognizes subconsciously that he has taken in more information than he can possibly act upon. Being comprehensive therefore is not the virtue some writers and publishers think it is.
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3. Specificity is key. Unsubstantiated claims and promises may attract your readers’ attention but you will never win their trust unless you back up those claims and promises with specifics.

4. Stories sell the heart. Facts sell the brain. Don’t forget that the job of good writing is to appeal as much to the readers’ emotional intelligence as it is to provide them with rational evidence.

Amateurs don’t apply…only Mavens.

Nelson Tan Leave a comment

Business Acceleration Program

This could be the best present you can ever treat yourself at year-end, better than the Amazon Kindle.

On July 11 through the 15th, 2007, Rich Schefren and his team of 9 leading Web marketing experts shared explosive business-building strategies, tactics and tools for the first time in public at his “Acceleration 2007” live event in Delray Beach, Florida.

Now, at long last, after months of preparation—and with tons of new material added—the Business Acceleration Program home study resource is now released.

I have never been able to put Mr. Schefren in the “Internet Marketing” box; for that matter, I don’t see him as a marketer anymore. Having studied under Jay Abraham, received exclusive business education from (Arthur) Andersen Consulting, gained incredible experience through working with business leader Michael Masterson and his firm Agora Publishing, and turned his family boutique business around, from a red mark into millions of dollars in turnover, here is a man worth looking up to as a fine example of business transcendence.

If you have been following his blog and stuff, you know Rich writes and talks different just because of the way his life is shaped. Even the materials he gives away is worth repeated readings. I mean, who could ever forget his shocking Internet Business Manifesto?

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– 20 DVDs full of incredible marketing wisdom
– 28 CDs so you can listen to it in your car
– Workbooks
– Mind maps
– The works!

As for the content, be prepared to kick the business world in the ass with it. :) I haven’t even mentioned up to $15,668 in FREE Bonuses and $10,297 in Early-Bird Gifts, but I don’t want you to purchase BAP just because there’s “so much stuff”. You want BAP because it can equate to future results.

If you desire to be a serious and influential thought leader, investing in the Business Acceleration Program at a fraction of the original workshop’s price and being able to rerun it to your heart’s content is definitely a wicked option.