Great Leads by Michael Masterson

Last updated: Oct 7, 2023

Summary of Great Leads by Michael Masterson

Great Leads by Michael Masterson is a comprehensive guide that provides valuable insights and techniques for crafting compelling and effective leads in writing. The book emphasizes the importance of a strong lead in capturing readers' attention and engaging them from the very beginning.

Masterson begins by explaining the purpose of a lead, which is to entice readers to continue reading the rest of the piece. He emphasizes that a well-crafted lead can make or break an article, sales letter, or any other form of written communication.

The author then delves into various types of leads, providing examples and analysis for each. He discusses the importance of using curiosity, shock, humor, and other emotional triggers to grab readers' attention. Masterson also emphasizes the significance of understanding the target audience and tailoring the lead to their specific needs and desires.

Throughout the book, Masterson provides practical tips and techniques for writing effective leads. He emphasizes the importance of clarity, brevity, and relevance in crafting a lead that resonates with readers. The author also stresses the need for a strong hook, which can be achieved through storytelling, posing a question, or making a bold statement.

In addition to discussing the different types of leads, Masterson also explores the structure and flow of a lead. He explains the importance of a smooth transition from the lead to the body of the piece, ensuring that readers are compelled to continue reading. The author provides examples and exercises to help readers practice and improve their lead-writing skills.

Furthermore, Masterson addresses common mistakes and pitfalls to avoid when writing leads. He emphasizes the need to avoid clichés, generic statements, and excessive hype. The author also highlights the importance of testing and refining leads to ensure their effectiveness.

Overall, Great Leads by Michael Masterson is a comprehensive and practical guide for anyone looking to improve their lead-writing skills. The book provides valuable insights, techniques, and examples to help writers craft compelling and engaging leads that captivate readers from the very beginning.

1. The Importance of a Strong Lead

In "Great Leads," Michael Masterson emphasizes the significance of a strong lead in any piece of writing. He explains that the lead is the first impression a reader gets, and it determines whether they will continue reading or not. Masterson suggests that a strong lead should grab the reader's attention, create curiosity, and make a promise of value. By doing so, the writer can engage the reader from the very beginning and increase the chances of them staying engaged throughout the entire piece.

Masterson provides various examples and techniques for creating powerful leads, such as using a shocking statistic, telling a compelling story, or asking thought-provoking questions. He also emphasizes the importance of understanding the target audience and tailoring the lead to their specific needs and interests. By implementing these strategies, writers can significantly improve their ability to capture and maintain the reader's attention.

2. The Power of Specificity

Masterson highlights the importance of being specific in writing, especially when it comes to the lead. He explains that vague and general statements fail to capture the reader's attention and make them lose interest quickly. On the other hand, specific details and examples create a vivid image in the reader's mind, making the writing more engaging and memorable.

According to Masterson, specificity helps to establish credibility and build trust with the reader. By providing concrete evidence, specific numbers, or real-life examples, the writer demonstrates their expertise and knowledge on the subject matter. This, in turn, increases the reader's confidence in the writer and makes them more likely to continue reading.

3. The Importance of Emotional Appeal

Masterson emphasizes the power of emotional appeal in writing effective leads. He explains that people are primarily driven by emotions, and tapping into those emotions can significantly impact the reader's engagement and response. By evoking emotions such as curiosity, fear, excitement, or empathy, the writer can create a strong connection with the reader and make them more receptive to the message.

Masterson provides examples of emotional appeals, such as using storytelling techniques, highlighting personal experiences, or addressing common fears and desires. He also emphasizes the importance of understanding the target audience's emotions and tailoring the lead to resonate with their specific needs and aspirations. By incorporating emotional appeal into the lead, writers can create a powerful and memorable impact on the reader.

4. The Power of Intrigue

Masterson discusses the importance of creating intrigue in the lead to capture the reader's attention and keep them engaged. He explains that humans are naturally curious beings, and by arousing their curiosity, writers can compel them to continue reading to satisfy that curiosity.

Masterson suggests various techniques for creating intrigue, such as posing thought-provoking questions, teasing a surprising revelation, or presenting a unique perspective on a familiar topic. He also emphasizes the importance of balancing intrigue with clarity, ensuring that the reader understands the main point or promise of value while still being intrigued enough to continue reading. By mastering the art of intrigue, writers can effectively hook the reader and maintain their interest throughout the entire piece.

5. The Power of Storytelling

Masterson highlights the effectiveness of storytelling in creating engaging leads. He explains that humans are naturally drawn to stories, and incorporating storytelling techniques in the lead can captivate the reader and make the writing more relatable and memorable.

Masterson provides examples of storytelling techniques, such as starting with an anecdote, sharing personal experiences, or using case studies. He emphasizes the importance of creating a connection between the reader and the story, making it relevant and meaningful to their own lives. By mastering the art of storytelling, writers can create powerful leads that resonate with the reader on an emotional level and make them more likely to continue reading.

6. The Importance of Relevance

Masterson emphasizes the importance of relevance in writing effective leads. He explains that the lead should immediately address the reader's needs, desires, or problems to capture their attention and make them feel that the piece is worth their time.

Masterson suggests various techniques for establishing relevance, such as using specific language that resonates with the target audience, addressing common pain points, or highlighting the benefits or solutions the reader can expect from reading further. By demonstrating the immediate relevance of the piece, writers can increase the reader's motivation to continue reading and engage with the content.

7. The Power of Contrast

Masterson discusses the power of contrast in creating compelling leads. He explains that by highlighting a stark contrast between two ideas, situations, or outcomes, writers can create a sense of tension and intrigue that captures the reader's attention.

Masterson provides examples of using contrast in leads, such as presenting a problem and its solution side by side, comparing two opposing viewpoints, or contrasting the current state with a desired future state. By leveraging contrast, writers can create a sense of urgency and make the reader curious about how the contrast will be resolved, compelling them to continue reading.

8. The Importance of Clarity

Masterson emphasizes the importance of clarity in writing effective leads. He explains that a clear and concise lead helps the reader understand the main point or promise of value, making them more likely to continue reading.

Masterson suggests techniques for achieving clarity, such as using simple and straightforward language, avoiding jargon or complex explanations, and clearly stating the main benefit or solution the reader can expect. By ensuring clarity in the lead, writers can eliminate confusion and make it easier for the reader to grasp the value of the piece, increasing their motivation to continue reading.