Pick the angle that fits your audience, then test two or three of its hooks against each other in subject lines, first lines or ad headlines. A good hook raises a question that only the click answers, so keep the answer for the page. Every angle here stays inside the claims policy on the Rules page: no promised pounds, no before and after, no medical claims.
Pick one angle that matches what your readers already worry about.
Test two of its hooks as subject lines, first lines or headlines.
Paste the opening paragraph, add a line of your own, then link to the page shown.
1
Myth-busting
Counting calories backfires
Tracey's first 'Fat-Making' lie is that you must eat fewer calories to lose weight. She says cutting calories hard sends the body into 'panic mode', and that much of the weight lost on a crash diet is water and muscle rather than fat. That gives readers a reason their last diet stopped working that has nothing to do with willpower.
Who it suits: Anyone who has counted calories, lost a little and watched it come back; diet and healthy-eating bloggers, slimming Facebook groups, general health newsletters.
Three ready hooks
Why did the weight come back the moment you stopped counting?
The diet rule almost everyone follows, and why Tracey Trimmer says it works against you.
Eating less is the first thing every diet asks of you. It is also the first thing she tells you to stop.
Opening paragraph
You know the routine. Small portions, a running total in your head, a bit hungry most of the day. Some weight comes off, then a busy week arrives, the hunger wins and it creeps back. Tracey Trimmer says that is not a lack of willpower. She believes cutting calories hard puts your body into what she calls panic mode, and that much of what you lose on a crash diet is not fat at all.
2
Myth-busting
Bread is allowed
Most diets ban bread first. Tracey writes that 'bread is actually your FRIEND', the women's letter says carbs like bread and potatoes are allowed whenever you want, and part of the program is learning which carbs suit your own body. It is a surprising, easy-to-share idea that stops the scroll.
Who it suits: People who have tried low-carb and missed their toast; recipe and home-cooking newsletters, family food bloggers, Pinterest boards about simple meals.
Three ready hooks
A weight-loss plan that wants you to keep the bread.
Tracey Trimmer calls bread your friend. Here is what she means by that.
Which carbs should you be eating? Her answer is not the one most diets give.
Opening paragraph
When did bread become the enemy? For most of us it was the first thing to go on any diet, along with potatoes, pasta and anything that made a meal feel like a meal. Tracey Trimmer takes the opposite view. In her own words, bread is actually your friend, and on her program carbs like bread and potatoes stay on the table. The part that interested me is how she decides which carbs suit you.
3
Mechanism
Eat more, six meals a day
The Trimmer Method asks you to eat more, not less, and talks about six meals a day. Tracey's point is that going hungry is what makes diets impossible to keep, so she wants you full and satisfied. It flips the reader's main fear about dieting on its head.
Who it suits: Busy people who get hungry and give up by mid-afternoon; workplace wellness newsletters, parenting blogs, meal-prep and lunchbox content creators.
Three ready hooks
Six meals a day on a weight-loss plan? That was my reaction too.
What if being hungry is the reason your diets keep ending?
She wants you to eat more, not less. The reason is the interesting part.
Opening paragraph
Every diet I have heard of starts by taking food away. Tracey Trimmer starts by giving it back. Her program asks you to eat more, not less, and she talks about six meals a day, because in her view a hungry person cannot stick to anything for long. It sounds backwards when you first hear it. Then you think about how most of your diets actually ended, and it starts to make sense.
4
Problem
Emotional eating and the 10pm fridge
Bonus 2, Food Addiction: Breaking The Habit, says emotional eating is a sign that a need is going unmet, and that food never fills the hole because food is not what you need. The program itself takes appetite and emotions into account, not only the food on your plate. This angle speaks to the reader who knows what to eat and still ends up at the fridge.
Who it suits: Readers who eat when stressed, tired or lonely; mental wellbeing and self-care blogs, women's lifestyle newsletters, journaling and mindset communities.
Three ready hooks
It is 10pm, you are not hungry, and you are standing at the fridge again. Why?
Tracey Trimmer says food never fills that gap, and she explains what does.
The question to ask yourself before you open the biscuit tin.
Opening paragraph
It is late, the house is quiet, and you find yourself at the fridge. You ate dinner a couple of hours ago. You are not really hungry. Tracey Trimmer has a name for this and a way of looking at it that I had not heard before. In her report on breaking the habit, she says you will never fill the hole with food, because food is not what you are missing. So what is?
5
Identity
For men, at any age
The men's version is written for men who have paid for gym memberships, diet books and protein powder and got nowhere. The letter says 'this program has worked on seventy year olds', and it includes more than 20 step-by-step videos alongside the written guide. It suits men who assume they are too old or too busy for another plan.
Who it suits: Men over 50 and the women who forward things to them; men's lifestyle and retirement newsletters, golf, fishing and DIY communities, dads' blogs.
Three ready hooks
For the man who has tried the gym, the shakes and the diet books.
Think you are too old for another weight-loss plan? Read what this one says about men in their seventies.
A plan for men that does not ask you to give up a proper dinner.
Opening paragraph
If you are a man who has tried to lose weight, you have probably done at least one of these: paid for a gym membership you stopped using, bought a tub of protein powder, or signed up for a program with fees on top of fees. Tracey Trimmer wrote a version of her method especially for men, with more than 20 step-by-step videos. Her letter says it has worked on seventy year olds, so age is no reason to skip it.
6
Curiosity
The 5 'Fat-Making' Lies
The centre of the sales letter is a section called the 5 'Fat-Making' Lies: eating fewer calories, low-fat, low-carb, fat-burning supplements and diet foods. Listing them as a numbered set gives readers a reason to check which ones they still believe. It works well as a list post, a carousel or a short email series.
Who it suits: Readers who have followed diet advice for years and feel let down by it; health bloggers, list-post sites, Instagram carousel creators, email newsletters that run series.
Three ready hooks
Five pieces of diet advice you have heard all your life. Tracey Trimmer calls them lies.
How many of these 5 'fat-making' lies do you still believe?
Lie number 4 costs dieters the most money.
Opening paragraph
Most of us could recite the rules in our sleep: eat fewer calories, buy low-fat, cut the carbs, take something to burn the fat, stock up on diet foods. Tracey Trimmer, author of The Trimmer Method, says all five keep people stuck, and she calls them the Fat-Making Lies. I went through her list and realised I had believed at least three of them for years. See how many you recognise.
7
Story
The food lover
Tracey says she was clinically obese and her life 'revolved around the next meal'. She also says 'I sure do love my food', even today, and asks what fun life is if you cannot have a slice of cheesecake when you really want one. Her own story, sixty pounds lost and kept off for years, is hers alone and should be presented that way.
Who it suits: People who love cooking and eating and dread any plan that takes that away; foodie blogs, baking and recipe newsletters, women's Facebook groups.
Three ready hooks
She lost weight and she still eats cheesecake.
A weight-loss plan written by a woman who says she sure does love her food.
Her life used to revolve around the next meal. What she changed was not what you would expect.
Opening paragraph
Tracey Trimmer does not pretend to be one of those people who forgets to eat lunch. By her own account she was once clinically obese, and her life revolved around the next meal. Even now, she says, she sure does love her food. She tells her own story of losing sixty pounds and keeping it off for years, and the part that caught my attention is that she never gave up cheesecake to do it.
8
Mechanism
Diet-free: nothing to fall off
The tagline is 'Your Diet-Free Weight Loss Solution For Life'. No food is forbidden, and Tracey is clear it is not a cheat-day plan: when she says you can eat what you want, she means it. With no list of banned foods, a birthday or a bad week is not a failure, because there is no wagon to fall off.
Who it suits: Serial restarters who are always 'starting again on Monday'; lifestyle and family blogs, busy-parent communities, general self-improvement newsletters.
Three ready hooks
What if there was no diet to fall off on Monday?
Not a cheat-day plan. She says that in so many words.
The weight-loss plan with no forbidden foods list, and why that matters more than it sounds.
Opening paragraph
How many times have you started again on a Monday? For most of us the diet ends the same way: a birthday, a long week, one biscuit too many, and suddenly we are off the plan. Tracey Trimmer built hers so there is nothing to fall off. No food is forbidden, and she is clear that this is not a cheat-day plan in disguise. That one change alters how the whole week feels.
9
Problem
It was never your fault
The letter tells readers they are not at fault, and that a company which helps you lose weight for good loses a paying customer. The Trimmer Method is a one-time payment of $37, with no monthly fees, no special food to buy and no weekly weigh-in centre. This angle relieves guilt and sets up the one-payment point.
Who it suits: People who have spent money on memberships, meal deliveries and weigh-ins and blame themselves; frugal-living blogs, money-saving newsletters, women's lifestyle groups.
Three ready hooks
It was never your fault, and Tracey Trimmer explains who benefits when the weight comes back.
Why do so many weight-loss programs keep you paying every month?
The question the diet industry would rather you did not ask.
Opening paragraph
Has this happened to you? You join a weight-loss service, lose a few pounds and feel good. The fees keep coming: membership, meals, the weekly weigh-in. One day you stop paying, and the weight creeps back. Most people blame themselves. Tracey Trimmer thinks they have it the wrong way round, and she asks a blunt question about who profits when you never quite get there.
10
Myth-busting
Before you buy another fat burner
Tracey calls supplements and fat-burning substitutes 'USELESS' and says they can do more harm than good. She also says many diet foods contain ingredients such as high-fructose corn syrup, MSG and sugar alcohols that set off cravings. Her method uses no pills, shakes or special foods, which makes this a strong angle for readers who are tired of spending money.
Who it suits: Readers who have bought pills, shakes and 'diet' snacks; supermarket-savvy and label-reading blogs, money-saving sites, fitness forums where supplement fatigue is common.
Three ready hooks
Before you buy another fat burner, read what Tracey Trimmer calls them.
Why does a 'diet' snack leave you wanting more an hour later?
The weight-loss plan that does not sell you a single pill, shake or powder.
Opening paragraph
Have you ever eaten something labelled healthy or diet-friendly and found yourself craving more of it an hour later, even though you were not hungry? Tracey Trimmer says that is no accident, and she has strong words for the pills and powders sold next to those snacks. Her program does not ask you to buy any of it. Everything she teaches happens in your own kitchen, with real food.
11
Low-risk
60 days to decide
The Trimmer Method costs $37 as a one-time payment, down from $49.95, and comes with three bonus reports listed as worth over $85. It is covered by the 60 Day Ironclad Weight Loss Guarantee: a full refund by emailing The Trimmer Method Support Team within 60 days. This is the closing angle for readers who are interested but cautious.
Who it suits: Warm readers who have heard the other angles and are still on the fence; follow-up emails, P.S. lines, review and comparison articles, retargeting ads.
Three ready hooks
Two months to read it, try it and decide.
What you get for $37, and what happens if it is not for you.
Three bonus reports, one payment and a 60-day guarantee: the part most people miss.
Opening paragraph
If you have been curious about The Trimmer Method but wary of buying one more thing that ends up in a drawer, this is worth knowing. It is a one-time payment of $37, with no monthly fees, and it comes with three bonus reports on fasting, emotional eating and short workouts. It is also covered by a 60-day guarantee: if you are not satisfied, you email the support team within 60 days for a full refund.
Need an angle for a particular audience, such as a recipe site or a men's fitness list? Email Andrew at andrew@unicapublications.com and he will help you shape one.
