Write the Headline Before the Rest of the Page
Write a headline that names one reader's problem and the promised outcome before the page asks for attention elsewhere.
The headline is the first proof of empathy on the page. If it sounds like internal strategy language, the buyer assumes the rest of the page will also make them translate. A useful headline does three things fast. It identifies the reader's world, names the pressure or friction they recognize, and points to a changed state they want. That sequence lines up with AIDA and PAS at the same time: attention comes from recognition, interest comes from relevance, and desire begins when the reader can picture relief. One reader Write as if one person is scanning on a phone between…
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