HEADLINE ESSENTIAL #4: SHOW THEM WHAT’S IN IT FOR THEM Your HVCO should ultimately be about them and their desired outcome. Your prospect needs (and wants) an immediate benefit and the key is to write about them – not you. Show them how they’ll learn simple tips that will help solve their problem. Show them what their desired outcome looks like, and then educate them on how to get there. That’s the payoff the reader gets in exchange for their email address.
