Catalog

HERO HEADLINE VARIANTS — current: "Smart plant care, powered by AI"

1. Pain framing — "Your fiddle leaf is not dying. It is asking for one thing." (lever: pain)
2. After-state — "Know what your plant needs before the next leaf drops." (lever: outcome)
3. Specificity — "Diagnose yellow leaves in 2 minutes from one photo." (lever: specificity)
4. Contrast — "Every blog says something different. Your plant says one thing." (lever: pain)
5. Number — "4 days. That is how long you have after the first leaf drops." (lever: specificity)
6. Confession — "We built this after killing nine plants in one apartment." (lever: proof)
7. Command — "Stop watering on a schedule. Start reading the leaves." (lever: after-state)
8. Reader quote — "I did not do anything wrong — I just was not told." (lever: voice)
9. Question-free curiosity — "The third thing nobody mentions about overwatering." (lever: specificity)
10. Promise — "Your next plant survives. This one might too." (lever: outcome)

Test first: #2 against #3 — same lever family, different specificity; the winner tells you whether the audience wants reassurance or precision.

Validation page — "Stop reinventing your client kickoff every Monday."

Promise bullets:
- 12 Figma templates that map to the briefs clients actually send
- A Notion brief generator: 4 questions in, a fillable scope out
- A 9-question client questionnaire that ends the "can you just tweak this?" loop

Objection handler: "Not a course. Not a community. Just the four files you wish someone had given you in year one."
CTA: "Pre-order for $49 — ships in 14 days. Refund if you don't use it."

Red team (as an investor who watched ten of these fail): the failure mode you are underestimating is not demand, it is the second purchase. Templates sell once; the Notion generator is the only piece with a reason to come back. Measure: of the first 50 buyers, how many open the generator twice in 30 days. If under 20%, the next product is a generator, not more templates.

Milestone 1 — validation page live · acceptance: 25 pre-orders in 7 days from $100 of ads and 20 DMs.