Attention Grabbing Headline That Makes Your Prospect Want To Read On…


In this first section, you want to bring up the pain that your prospect is feeling.

This section is your “fire.” You’re calling attention to the problem that your prospective client is facing. This section needs to bring attention to the problem, and make it relevant to them.

Until you’ve done a good enough job of digging into this pain, your prospective client won’t do anything to change.

Use these questions as guidelines for the pain section:

What’s the biggest pain you’re prospect is feeling in regard to their business right now (related to this service)?

How can you explain this problem back to them in the language they would use themselves?

What are the deeper feelings behind this pain? Security? Status? Approval? Make sure your messaging is communicating this as well.

Create a sense of urgency regarding the pain that they face. This will get them to want to know about a solution.

Headline That Makes The Reader Want To Read On…

In this second section, you want to bring up the solution that your prospect wants after their pain and problems were made relevant.

This section is your “fire extinguisher.” You’ve brought their attention to the fire, and now this section gives them the relief they are seeking.

Use these questions as guidelines for the solution section of your copy:

What is it that this service helps your client achieve?

Does your solution address the exact problem you outlined in the previous section?

Are you explaining the business outcomes your client wants from this solution, rather than how you go about doing it?

Use this section to made the reader nod, and think “Yes, this is where I want to be. This is what it would look like to have this headache taken care of.”

Achieve {Result} with {Service}

In this section, using plain, simple language, explain what your service is, and the problem that it solves.

You’ve explained the problem that they are facing, the solution to that problem, and that your service solves this exact problem.

This section does not need to be long — but it needs to persuade your reader that hopping on the phone for 20 minutes with you would be a great use of their time — and bring them one step closer to getting rid of that pain, or at least learning how too.

“{Common objection #1}”

Expand on their possible objection. Show them that their concerns are valid. Briefly answer their objection to ease their concern, and then let one of your previous clients do the talking:

  • “Insert a testimonial that answers your prospective client’s objection. It’s better to have a testimonial do this rather than you do it yourself. If you can get your successful previous clients to answer these objections, you’ll build more trust with the reader, and encourage them to book a free consultation.”

    -Previous Client Name, Company

“{Common objection #2}”

Expand on their possible objection. Show them that their concerns are valid. Briefly answer their objection to ease their concern, and then let one of your previous clients do the talking:

  • “Insert a testimonial that answers your prospective client’s objection. It’s better to have a testimonial do this rather than you do it yourself. If you can get your successful previous clients to answer these objections, you’ll build more trust with the reader, and encourage them to book a free consultation.”

    -Previous Client Name, Company

“{Common objection #3}”

Expand on their possible objection. Show them that their concerns are valid. Briefly answer their objection to ease their concern, and then let one of your previous clients do the talking:

  • “Insert a testimonial that answers your prospective client’s objection. It’s better to have a testimonial do this rather than you do it yourself. If you can get your successful previous clients to answer these objections, you’ll build more trust with the reader, and encourage them to book a free consultation.”

    -Previous Client Name, Company

Headline That Makes The Reader Want To Read On…

In this final section, write out a list of bullets that explain the various benefits of your service.

These are not a list of what you do — but rather the business results that this service will provide for them.

What will their business look like as a result of this service?

What kind of impact can you make on their bottom line (or other key metric in their business)?

How will their lives be improved?

The more you can write out in terms that they understand, the better.

Use the bullet points below to explain the business outcomes of your service:

  • {Benefit or business outcome of using this service}
  • {Benefit or business outcome of using this service}
  • {Benefit or business outcome of using this service}
  • {Benefit or business outcome of using this service}
  • {Benefit or business outcome of using this service}

This is where you ramp up the urgency — create a burning desire in your reader that makes them want to act right now.

For example, tell them that you they should click on the button above right now to schedule their free consultation as you only have 3 spots available (or however many clients you are taking on at the moment).