In direct response terms, the "lead" refers to the opening section of a letter, and it carries a disproportionate share of the responsibility for whether the reader continues.
Choose a Lead Type That Fits Your Offer
A story lead, a problem lead, and a question lead each work better for different situations, and matching the type to your offer matters more than defaulting to one favorite approach.
Establish Relevance Immediately
The lead needs to make clear, quickly, why this letter matters to this specific reader, or risk losing them before the real argument even begins.
Transition Smoothly Into the Body
A strong lead sets up, rather than abruptly disconnects from, the argument and proof that follow in the rest of the letter.
Next step: Use the Sales Letter Writer to draft several different lead approaches and see which fits your offer best.