7-Second Thoughts August 17, 2021

Make your website like the first episode of “Lost”

It’s the first episode of a brand new TV show and we’re thrown into total chaos. We’re on an island. Plane parts are everywhere. People are either panicked, dazed or dead. It’s like this the entire episode.

And we never meet a single character.

This is what your prospect needs if you want them to stop searching and give your business’s website the attention it deserves. They don’t want to know who you are, where you’re from, or how you got here. They only want to know:

  1. What do you do?
  2. Why should I care?

If they don’t know that in 7 seconds or less, they cancel you.

Back to “Lost.” 3 or 4 episodes later, in a move I’d never seen done before, the show finally introduces its main character.

Crazy, right?

But that’s just it. They made us care first. THEN they told us who they were. And by that point, millions and millions of viewers were all-in.

Your homework: Rewrite the headline of your website so that your prospect knows just what you do and why they should care …

… before they switch channels.

I’m here,


P.S. Staring at the blank page? Reply to this email with the first line of your current website. I’ll send over some tips and a couple new versions that help your prospect get really into your business.

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