7-Second Thoughts November 20, 2022

Your aircraft.

Write your homepage like your prospect’s plane is goin’ down.

Remember in the movie “Sully” (and in real life) when Captain Sully Sullivan first realizes his plane has “hit birds?”

What’s the first thing he says to his co-pilot?

My aircraft

Your aircraft:

Your prospect made it to your website and they need to know you’re in complete control

Which includes them knowing:

  1. They’re in the right place
  2. They know what you’re going to do for them
  3. And that everything and everyone is going to be ok

See if this helps:

If you’re an independent professional or what some people call a solopreneur

Play with the idea that the very first thing your reader sees is who you are and what you do.

It’s a lot like how I say “Mind if we dive right in?” when we have a website writing session. It gives me complete control over the conversation

What that translates to on a homepage is simply introducing yourself and saying the one thing you do and how it helps your prospect – and that’s it. Don’t let anything else get in the way of your prospect reading that very first headline.

Which means:

❌ No navigation*

❌ No pictures

❌ No logo

❌ No nothin’

What you’re doing is giving your prospect zero choice but to listen to what you have to say

And decide if they feel confident enough

That you can land this thing.

I’m here,


P.S. It just occurred to me that Tom Hanks might’ve accidentally made the exact same 2 movies in a row – “Sully” and “Captain Phillips.” Doesn’t matter. The important thing to remember is, “You are the captain now.” ✌️????

*Don’t worry, you can put the “nav” at the bottom of the page.

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