Practically every copy resource I've seen and read starts with:
1. Introduce the problem
2. Escalate the problem
3. Start selling...
But online, *most* people will have found your site *because* they have already have a problem --
"Do You Have Acne?"
[prospect: "Duh, Yeah...why else do you think I'm here?"]
Instead of cutting to the chase:
"The Real Reason Girls Won't Date You. Hint: It's NOT Because Of Your Acne..."
So my question is (respectfully)...why oh why should we introduce a problem to people when they already know what their problem is?
Is it a throw back to the old direct response days, when the copy was "product seeks prospect"?
Because these days isn't it more likely to be "prospect seeks product"?
Forgive my ignorance.