"Baby... Do You PROMISE You'll Love Me Forever?!?!"

Young love. It's a wonderful thing.

There's nothing like two people who are totally infatuated with each other.

"I'll love you forever and give you everything you ever wanted" he tells her.

And what does she do?

Well, she's all in. Just the promise of forever; just the promise of getting her fabled Happily Ever After keeps her hooked on his every single word.

Guess what?

That's exactly what your copy needs to do in the first 5 seconds.

You need to get people's attention - hitting them over the head with a BIG promise that keeps them listening.

That means...

You need to know what your customers want most - right off the bat. And there's ZERO room for error.

What is it? Do you know?

If your avatar wants ONE thing, right now, what would it be?

Make that promise.

I've learned the hard way that even the most provocative lead can bomb horribly - if there isn't a promise of The Big Change people want.

Spoiler alert! (Click away if you don't want to know why people STILL believe advertising - no matter how much they're marketed to.)

Still here?

Okay...

The only reason people buy things is because they want change.

Again... that's not a prediction... It's not a guess... It's a spoiler.

Debate away. But it's absolutely true.

A man going through his mid-life crisis buys a hot convertible - because he wants to feel young and attractive again. Like Dave Chappelle said, the car is the bait to attract young women who will make him feel wanted - like he did 20 years ago.

A woman buys a dress - because she wants to look different; something to match her mood. She wants to feel good about herself. She wants to capture the attention of men AND women alike. (No matter how much she denies it.)

People buy weight loss products - because they want to change the reflection they see in the mirror. They're tired of the roller-coaster... and they want someone to promise them... the ride is over.

Your lead needs to express this big promise.

That's what gives you the creative license to build your hook and agitate the hell outta people's pain. (So your solution is the light at the end of the tunnel.)

Without planting the seed of your promise right at the beginning of your copy...

You're not making a connection with your prospects.

And no...

You can't expect people to see your value - just because your product really can give them The Change they want. (I'm still shocked when people tell me their copy doesn't need any hype - because what they're offering is so amazing.)

Your product's value has to be spelled out - like a 2x4 over the head. (And it's NOT hype - if it resonates. Never forget that.)

So how are you gonna say...

"Baby... I'm gonna love you for the rest of my life. I want to give you everything you ever wanted... and more"?

How ya gonna get people reading your letter or watching your VSL - after the first 5 seconds?

What's YOUR big promise?

Food for thought.

Mark