We plan to bring eChai across 100 cities in India. It starts with eChai Startup Demo Day on 26 September, all in person. 11 cities confirmed, 304 founders registered. Any city that reaches 20 interested founders is on too. See your city
Brand, web & content

How do I write a headline / value proposition that grabs attention?

A great headline states the specific outcome for a specific person, clear beats catchy. Julian Shapiro's advice: make the header fully descriptive so a stranger instantly knows what you sell, then add a hook (a bold claim or an objection handled). Test it: would it make sense with no logo above it?

Go deeper

1 resource, 1 link-checked.

📄 Article
✓ Link checked Free Intermediate

Julian Shapiro's deeply practical framework for landing pages, including the desire-minus-friction conversion model, a canonical growth resource.

How to build a landing page (Startup Handbook)

From julian.com by Julian Shapiro 25 min read

  • Purchase rate = desire minus (labour plus confusion)
  • The hero header must be fully descriptive; visitors have short consideration spans
  • Show the product in action and test copy on both outsiders and insiders
Open julian.com →

Terms in this answer

Value Proposition

People also ask

How do I write copy that explains what my product does clearly? 2 → What are the rules of good marketing copy? 2 → How do I find the exact words my customers use to describe their problem? 2 → How do I structure a message so customers care (story / framework)? 2 → How do I learn copywriting quickly without a marketing background? 2 → How do I write the copy for my landing page hero section when I have three different types of customers using my product? 3 →

Also in D2C

The same ground, over in Build your online store, our D2C track.

Which AI tool should I use to shoot clean product photos without renting a studio? 4 → Which Shopify theme should I pick for my store, and how much should I customize it? 3 →

Also in How Founders Use AI

How founders actually use AI for this, over in Content Creation.

Why use AI for blogs, newsletters, and social posts, and how do I avoid sounding like AI? 20 → How do top founders build content engines with AI (repurposing one idea into ten formats)? 18 →

Also in GTM

The same ground, over in Own the story, our GTM track.

What does category actually mean in go-to-market, and why does everyone keep telling me to pick one? 3 → Should we create a new category or just say we are a better version of something that already exists? 5 →
eChai Partner Brands