Here is a quote from Gene Schwartz that helped me to understand hot vs. warm and cold traffic and how you must communicate differently with each type: If your prospect is aware of your product and has realized it can satisfy his desire, your headline starts with the product. If he is not aware of your product, but only of the desire itself, your headline starts with the desire. If he is not yet aware of what he really seeks, but is concerned with the general problem, your headline starts with the problem and crystallizes it into a specific need.
