A short YouTube clip by Daniel Fazio arguing that a headline functions as the offer. He advocates relentless split-testing of pages and headlines—iteratively sending traffic to variants, keeping what converts, and not worrying about why a variant works.
Your headline is your offer. And what I mean by that is, like, so you could have a split test where you're sending traffic to two pages, and then you just keep continuously split, testing things over and over and over and over and over again. You're just, like, shooting darts. Like, what works? Like, just figuring out what works. And then you find one that works. And it doesn't matter why it works, it just does. So just do that.
