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

The short answer

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, your way

1 hand-picked resource, 1 link-checked. Pick how you want to dig in.

📄 Article

✓ Link checked Free Intermediate

Why we picked it 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

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Terms in this answer

Value Proposition

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