In Mark Joyner’s book, “The Irresistable Offer”, he lists the four questions that your visitor is going to be asking as they start to read your copy. They are:

• What are you selling?
• How much does it cost?
• Why should I believe you?
• What’s in it for me?

You need to answer these questions, or as many of them as you can, as quickly as possible. Joyner says you have 3 seconds before your visitor loses interest or clicks away.

If you can incorporate answers to these questions in your headline, you’ll have a powerful advantage in pulling your reader into your copy.