Headlines & First Screen
What goes right under the headline?
The subhead earns the scroll. Use it to add the specificity the headline had to leave out: who it's for, what makes it different, or what the next step costs. Don't repeat the headline in different words, which is the most common waste of the most valuable line on the page.
Next moves
- Lead with their problem or their outcome, never with your company name.
- Kill adjectives that any competitor could also claim.
- Test the squint test: at a glance, is the offer legible without reading?
Send me your first screen. I'll rewrite the hook on the call so you can hear the difference immediately.