Max, I think your instinct is correct: You don’t want to be redundant about the story, and — if it doesn’t make things unnecessarily complex — you want to customize to their level of awareness and place in the funnel.

You can divide the story(in one place you tell one part, in one place you tell another).

Or you can tell the main story in one…Read more

Thank you very much David.

Expanding then on this conversation…

If they are coming to a 1-1 coaching sales page as a customer whose bought my clients $497 course and/or read her book and been on the email list for months receiving value.

What type of headline/lead would be best to think about here (taking into account their awareness levels…Read more

Max, don’t overthink it.

Use Eugene Schwartz as a guide — agitate problems or whatever if needed.

But try different headlines. Don’t worry so much about what might or might not work in theory.

Better to spend the time coming up with headlines in each category and see how they feel to you, how you would react if you were the…Read more