Great Leads Kickstart (Part 3): When You Can’t Find A Hook Use This Time-Tested Classic

Ahoy, Digital Writers!

Do you know what keeps your customers up at night?

If you can answer this question with absolute clarity, you have the most potent ingredient for selling anything. No matter what it is. And when you start sales copy with a huge pressing problem and follow it up with a promise to solve it, your offer becomes virtually impossible to ignore.

And in our 3rd installment of the multi-part series on Great Leads: The Six Easiest Ways To Start Any Sales Message by Michael Masterson and John Forde we are going to show you how to start you sales copy with the “classic” Problem-Solution Lead.

Let’s dive in.

The Problem-Solution Lead

The best time to use a Problem-Solution Lead is with a moderately-aware prospect.

• Your prospect has a problem.

• They know they have the problem.

• They just don’t know about you or your solution—yet.

And when they see you understand their problem, it opens the door to a relationship, where one didn’t exist before.

Sales are built on trust.

The Problem With The Problem-Solution Lead

Identifying what problem to focus on in your lead is harder than you think.

It’s easy to focus on the problems that most people share. In fact, too easy. Lose weight, stop smoking, and cash poor are all obvious problems. Which makes them superficial to the reader and less effective in your sales copy.

The trick is to dig below the surface and look for “core emotions” to create the empathy you need to build trust in your offer.

Think of core emotions as the problems your prospect knows they have, but they haven’t been able to name. Until you come along and do it for them. For example, in 1925 Kleenex pointed out the problem of “dingy cold cream towels.” Why use a dirty towel, when you can use a clean one every time.

Targeting this “unspoken” worry helped Kleenex go on to be a $1.6 billion brand. And that’s the power of a Problem-Solution lead.

So, let’s take a look how to write one of these.

How To Write A Problem-Solution Lead (And 5 Quick Templates To Get You Started)

Now that you know what a Problem-Solution lead is and the type of prospect you should be targeting, you’re ready to write your own.

Here’s how this lead works in 3 steps:

• Step 1: First, you highlight the problem that keeps your customer up at night. In most cases this is done right in the headline, as you will see in the templates that follow.

• Step 2: Then you empathize with the reader’s emotions. You want to show them you understand their pain. Often acknowledging the problem is enough. But validating the problem “You’re not alone” and showing them the impact helps to position you as someone who “gets them.” And we all know that when someone gets you, you feel seen. Which is what you want.

• Step 3: Finally you guide them to a solution that takes away all their worries. This is your offer product, or service. If you’ve shown them you understand their problem, all you have to do is point them in the right direction.

That’s it.

The amount of time you spend on each step depends on the complexity of the problem you are solving. For example, if you are selling Kleenex, you don’t have to spend an entire page explaining the problem a tissue solves, but if you are writing about Blockchain Technology for electronic health records, then you are going to need to spend more time digging in to the pain.

Here are 5 Problem-Solution Lead templates with examples to get you started on the right foot.

1. If you have [this problem], then here’s [the solution]

• If you’re feeling run down, then this will pick you up.

• If you’re congested, then get this revolutionary tablet.

• If you have trouble sleeping, then try this 2-minute bedtime routine.

2. Get a [solution], but avoid the [ this problem]

• Get on stage, but avoid the walk-on jitters.

• Get the chef-made meal, but avoid the messy cleanup.

• Get all the benefits of Summer sunshine, but avoid the discomforts.

3. A [solution] for [the person] who has [this problem]

• To people who want to write—but can’t get started.

• A daily routine for writers who want to attract more readers

• Advice to wives whose husbands don’t save money—by a wife.

4. Do you have [this problem]?

• Do you feel lost in your career?

• Are you ever tongue-tied at a party?

• Do you make these mistakes in English?

5. Do you have [problem label]?

• Do you have Writer’s Block?

• Is your home Picture-Poor?

• Do you have a “Worry” Stock?

Each of these headlines is designed to speak to a semi-aware prospect.

By calling attention to the problem you attract the right kind of reader. But the key to success here isn't about helping the reader understand their problem. It's about showing them how you understand their problem.

And once a reader feels like you understand them, they'll give your solution a chance.

Ready to give this a try with AI?