Research in the customer’s own words
Bring real customer material and ask for verbatim phrases.
A model recalling your market is inventing. A model reading thirty of your own sales calls, tickets or reviews is doing something hard and checkable. Bring the material, ask for the exact phrases customers use for their problem, group them into themes and count them.
Then compare the top theme with your current headline. The words customers use for their own problem make the best headline and ad copy you will find, and they are free.
Find your way around
Learn it in the course, copy it from a playbook, see it work in a case study.