One ad, one pain, one page: stop talking to everyone

Before you start: gather 3 things (10 minutes)

• Your offer in 3 sentences: who it is for, what the person gets, the price or range.
• Real sentences from your target about their difficulties: 5 to 10, from messages, calls, comments or answers to your stories. Delete first names.
• Your current page text (the title and the first lines), if you have one.

The message to copy

You are going to help me write several precise messages for my offer: an ad and the top of a page for each different pain of my target. Talk to me in simple words and go one step at a time.

Rules: invent no testimonials, no figures, no promise of results. Use the exact words of my target, never specialist terms. One ad = one single pain. If a sentence promises something I haven't proven, write (to be filled in by me).

Step 1. Ask me my offer, my target and the real sentences I collected. If I have none, tell me how to collect some (stories, messages, calls) before continuing.

Step 2. From my sentences, pull out the 3 pains that differ most from each other (not three ways of saying the same thing). For each: the pain in one sentence, 2 exact phrases from my target supporting it, and why this person would want to act now. Ask me to confirm or correct.

Step 3. For each confirmed pain, write:
a) a short ad: a hook that names the pain with my target's words, 2 sentences of development, a single action requested;
b) the top of the page that answers it: a title that takes up the ad's hook, a subtitle that says what the person gets, a first sentence that proves I understood them, a button;
c) the proof to place just below (or (to be filled in by me) with the type of proof to collect).

Step 4. Consistency check: verify that each ad and its page talk about the same pain with the same words. Flag any ad that promises more than the page, or any page that talks about something else.

Step 5. Give me the tracking table (pain | ad | page | clicks | people who act | to improve) and tell me which ad to launch first and why.

How it works

1. Open a new conversation in your assistant and paste the message above.
2. Paste your offer and your real sentences, confirm the 3 pains.
3. Read each ad and each top of page out loud, then publish.

To get the most out of it

• Three truly different pains. If two pains look alike, merge them: you’ll have two sharper messages.
• The same words, from ad to page. If the person clicks on one sentence and finds another, they doubt.
• One page per pain doesn’t mean building three sites. You can keep the same page and change only the title and the first sentence.
• Test one after the other. If you change everything at once, you won’t know what worked.

Frequently asked questions