Recap from yesterday’s email: Five 14-year-old girls launch Luca’s Boutique selling homemade dog treats online Here’s the proposed headline for the first 7 seconds of their website: Healthy, organic dog treats that MAKE YOUR DOG HAPPY
Now for the next 7 seconds: PROBLEM: Now that you know the outcome (I get to make my dog happy!) you’re curious:
How can you promise that?
The best way to earn your trust is to show they understand your problem.
HEADLINE: What good is a healthy, organic dog treat if your dog won’t eat it?
Yup, they get me. IN THE NEXT 7 SECONDS THEY CAN SAY THINGS LIKE:
Dogs are picky.
Dogs are unpredictable.
You’ve tried a million different treats and your dog won’t touch them.
Wow, these are legit dog owners.
Now that you trust them, you’re ready for their story. These people are onto something. Who are they?
ENTER: Big adorable picture of the 5 kiddos
HEADLINE: We started Luca’s Boutique because healthy food shouldn’t taste yucky! And who better to know than 5 adorable kids.
Now you’re willing to read about all of their experimenting, taste tests (for the dogs), baking in the kitchen with their parents, etc.
OUTCOME: You know what they do, why you should care, and feel better about feeding your dog.
About 21 seconds into the website, you’re ready to buy.