Tailoring Copy for Market Sophistication

At the highest levels of copywriting, big financial publishers ask copywriters to do a “re-lead” when they want to increase conversion on a proven offer. What’s that? A re-lead is basically a reframing of the intro to a sales letter, in the hopes that the reframing will spur greater sales. And it’s probably no coincidence that when my mentoring clients show me copy they’re having trouble with, the first thing I look at is the headline and lead. A revamping of those two things — the beginning of the sales letter — will fix a conversion problem more often than any other fix. Today, we’re going to take a systematic look at three ways to reframe your headline and lead, in search of greater conversions. It’s a great way to start the New Year! Just as this is a great way to start copywriters podcast:
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