Recently I started reading a book called Great Leads. As a digital marketer for seven years, it actually blew my mind.
For a long time, I thought what you put on the landing page was the most important thing. But the book explains that the headline and subheadline are actually the most important factors influencing someone’s decision.
The book talks about six types of leads, like “problem-solution lead.” What surprised me is that these ideas aren’t just useful for landing pages — they’re also used everywhere in YouTube videos.
For example, titles like “10 common mistakes you make when cleaning your skin” or “10 common mistakes when creating new campaigns.” These can be categorized as secret leads or combination leads from the book.
That realization really blew my mind. I think it could dramatically help my career.
And it’s not just about copywriting. Even in real life, or if you want to become a content creator, the book basically teaches how people react to certain triggers. Those reactions often happen subconsciously, not consciously.
For example, when a digital marketer sees a title like “The biggest mistake you might make when creating campaigns that could cost you thousands of dollars,” it immediately grabs attention.