The problem is the starting factor of The sales flow . An headline around it, grabs the reader’s attention.
It’s the easiest and most effective approach to start a sales page. You don’t need fancy words or slogan. You ask if the reader has a certain problem. If he does, you’ll get his attention.
It also simplifies the process to write the remaining copy. It all becomes an answer to that initial question.
To start with this kind of headline write a Question about the reader’s problem.