<b>Trench note: stop selling the hero, sell the villain</b>

<b>Trench note: stop selling the hero, sell the villain</b>
Everybody on weight-loss leads with the magic ingredient. Yawn. The pre-lander that prints for me leads with the <i>enemy</i> instead.
— Headline names one specific saboteur: a hormone, a "sludge" word, a bad habit they already feel guilty about.
— First 3 lines = describe the problem so well they think you've been reading their mind.
— Only THEN introduce the offer as the counter-punch.
Why it works: people don't buy because they understand the solution, they buy because you named the pain better than they could. Frame it as a creative test, not a claim.
Go test it: same offer, two pre-landers, hero-led vs villain-led. Villain wins way more than you'd think.