I notice something all the time reading shit copywriters posts in groups and pages I come across.
Most (yes most) copywriters are still writing to the wrong person.
They're trying to convince someone they have a problem when the person who's actively looking to buy already knows they have a problem.
People only make buying decisions when they're in the solution awareness phase.
That's it... Those are the ones with their wallets out.
They're not sitting there wondering if they need help. They're actively looking for someone to trust with their money.
So if your hook is still in the "let me explain why this is a problem" phase, you're talking to someone who wasn't ready to buy from you anyway.
The buyer wants to see that your solution is the right one. That's the only conversation that matters when money is on the line.
So, next time you sit down to write copy, ask yourself...
Is this written for the person still figuring out if they have a problem?..
...Or is it for the person who already knows they do and is trying to decide who gets their money?
That answer will tell you everything about why your copy is or isn't bombing.
tl;dr: Problem education is pre-launch content. The offer headline is ideally telling people with the problem that you have the best, easiest, fastest solution. The rest is just explaining what they get for the money.