I help men in their 40s become unrecogonizable

As they scroll down the page, they are going to be presented with more reasons to download the free resource/lead-magnet. This is the whole point of this home page: Give them something valuable in exchange for their email address. Use this text to give a brief description of the first benefit of the lead-magnet. You could use the light bulb icon and talk about how your free resource will give them insight into how to solve their problem.

This second benefit, along with the compass, could be used to describe how your free resource will show them the right path to take. This positions you as the guide and them as the "hero" of the story. To see more of the importance of this positioning, check out StoryBrand.

This third benefit is one more way to promote the benefits of your free resource. Give 3-5 bullets of what they'll learn from it. Remember, the point of this page is to get them to take one action: download your lead magnet. Don't veer off course, stay focused on promoting the lead-magnet and driving them to that one call to action.