Headlines + Problem Setup Details (1 & 2)

Question 1

1-3 Key Principles of Effective Headlines

Answer 1

Clear Benefit

Simple & Straight to the Point

Exciting/ Provocative

Question 2

4-6 Key Principles of Effective Headlines

Answer 2

Useful info

Sparks curiosity
example: “To your future child…”

Use numbers/measurement metrics
example: “The xx ways to…”

Question 3

7-8 Key Principles of Effective Headlines

Answer 3

Trigger-words

Make it personal
example: use 2nd person POV “you/ your”

Question 4

What do you do when you’re stuck?

Answer 4

start with “how” or “why”

Question 5

What do people like?

Answer 5

They love:

Structure
Numbers
Skimming

Question 6

Step 1 in Headline Writing Process

Answer 6

Write 25 Headlines

“don’t worry about quality. Make it bad then make it good”

Question 7

Step 2 in Headline Writing Process

Answer 7

Take a 5 min break and come back to headline
Find 2-3 that stand out the best
Write 10-20, improving upon the last batch

Question 8

Step 3 in Headline Writing Process

Answer 8

Take another 5 min break
Write 10-20 more headlines
Circle the strongest/most impactful ones

Question 9

Headline Tips

Answer 9

• Grab their attention
• Call them out
• Show you understand
• Solve your problem
• Lead with the benefit

Question 10

What POV should be used?

Answer 10

2nd person POV for Headlines/ Subheads

Question 11

How many headlines should you draft

Answer 11

the real true magic of a great headline that gets people’s attention is the 20th or 25th variation

Question 12

Problem Setup Ideas

Answer 12

• The current way you’re doing things is difficult
• It takes a lot of time
• It’s very expensive
• It’s very arduous
• It’s emotionally disturbing
• It keeps you up at night
• I understand, I used to be there
• I was in your exact shoes

for the problem setup, it’s okay to switch back to “first person” POV (I/me)

Question 13

Ease-Of-Use Parallels

Answer 13

“It’s as simple as brushing your teeth”
“In the time it takes you to X you’ll already have Y”
“It’s faster than doing X”
“You’ll be done before your morning coffee is brewed”
“You can literally do this while you walk the dog”
“For the price of a cup of coffee a day”
“There has never been a better time”
“Now is a perfect time”
“It’s the perfect storm”
“Never before has it been possible”
“For the first time ever”
“People remember stories, metaphors, examples”

Question 14

Timing is Everything

Answer 14

“There has never been a better time”
“Now is a perfect time”
“It’s the perfect storm”
“Never before has it been possible”