For anyone who has taken Ship 30 for 30, you know how much emphasis we place on writing headlines first.

We never write the title last. Because before you write anything, you have to figure out where you are going.

And if you start the writing process by writing the first sentence without a title—you are lost.

A headline gives the reader (and you) direction.

It’s like a mini Hero’s Journey highlighting where the story begins and ends.

• [Beginning] Where are they starting?
• [Conflict] What’s the problem—and why does it matter?
• [Solution] How do they solve this problem?
• [Transformation] And how their life is different as a result?

Readers read because of who and what they believe they will BE “on the other side.”

So, don’t make them guess.

To help you create headlines like this, we want to give you a very easy framework to follow.

We use it all the time inside Ship 30 for 30. Cole uses it. Dickie uses it. Every great copywriter uses it. And all great authors unconsciously understand how to use this framework.

The framework is called:

The “How To X Without Y” Framework

The “How To X Without Y” framework is the scaffolding for every good success story.

• How to “the outcome” without “the obstacle”
• How to “get what you want” without “the hard part”
• How to build a house without having to build it yourself
• How to make tons of money without working 60 hours per week