The Daily Carnage

Bottom-of-funnel (BOFU) content is designed for readers who are ready to make a purchase decision.

Basically, unlike entertaining or top-of-funnel content, BOFU writing should remove uncertainty and build confidence.

These are Elliot McGuire’s (Mint Studios) key elements of successful BOFU:

• Introduction: Be specific, address the reader’s real problem, and respect their time. Avoid generic statements and product features upfront.
• Main body: Build empathy, use real use cases, outline the solution landscape, and signal relevance to the reader’s role and industry.
• Product section: Introduce your solution after establishing context. Link features to tangible business outcomes, framing your product as a strategic partner rather than a vendor.
• Closing section: Keep it concise, reinforce the article’s value, and include a clear call to action without introducing new concepts.

BOFU content works best when it’s highly targeted, practical, and trust-building.

Sometimes you just need a cheatsheet.

The Creative Marketer put together categories of question-based headlines that pique curiosity. Why do they work? Because when your brain sees a question, it tries to answer it. Even before you click.

1. The challenge. “Are you ready to join the top 1% of marketers?”
2. The hypothetical. “What if your weekly reports built themselves?”
3. The objection. “Too expensive? Or just too valuable to ignore?”
4. The concierge. “Looking for a better way to manage your pipeline?”
5. If X, then why Y? “If you trust the data, why keep guessing?”
6. Shower thoughts. “Why do we still waste hours on meetings?”
7. The warning. “Do you know what your competitors are doing right now?”
8. The promise. “Want double the conversions in half the time?”
9. The pain point. “Still stuck chasing unqualified leads?”
10. The FAQ. “How does our platform actually save you money?”

Stick that right in your copywriting kit and use it.