The page · 2 min read
The headline is the offer
Write as if the reader is busy. The headline is the offer. Center it on the headline.
Work in this order: make it say what the buyer gets. Read it aloud once. If you run out of breath before the point, move the point up.
The cut
Delete a clever headline that hides the offer when you see it. Specific and plain beats a bigger adjective.
It is ready when the headline still makes sense with the design removed. Then stop editing.
File the page under "The page". Keep one offer in view. A second offer can have its own note.
A writing note. It does not promise reach, rank, or sales.