•Most ____ have this _____ (feel stressed, struggle with, tired of)
•We have this simple _____ (solution)
•So that you can have _____ (happy ending)
Conversational tone -> People lower their guard
Don't judge. Empathize.
Headlines: They don't write themselves
80% of people only read the headline
•Write: 25 headlines, pick best 3, iterate
•Goal: Reader stops scrolling, reads the next line
•Create: Curiosity gap between Problem and Promise
Write for 3rd-5th grade reading level
Stop-the-scroll landing pages
The loop: What's in it for me? Is it legit? How do I act? Repeat.
Five Boosters:
•Your help + their happy ending
•Get personal - story, opinion
•Kill the "but" - objections
•Build trust - proof
•One CTA
Design for mobile!
Write attention-getting letters
•Audience: Company/Investors/Friends of House/Build in Public
•Topics: What happened? Why it happened? What's next?
•Structure: Hero's journey: Who? Needs? Hurdles? At stake?
Two step CTA: How you can help + follow-up personal email
•Create internal newsletter - network at scale, show thinking
•Invite yourself to the fire - send plan to head of response
•Create a group - "rising stars" - invite cool people
#1 Power move in high IQ meetings: Enthusiasm!
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