Changing your life sounds like years of effort. The sign says you only need 4 hours, small enough to feel doable. But it never says 4 hours of what, or whether that's a day, a week or in total, so you click to find out.
How the packaging works
Title
'How To Change Your Life' is as broad as a title gets, which lets it reach almost anyone, and leaves the thumbnail to make the promise concrete.
Thumbnail
The card looks handwritten, like a note Simon made himself, and the red line under '4 Hours' puts the weight on how little it takes.
Remix this
When your title is broad, let a prop in the thumbnail carry one small, specific number. Say how little it takes, and leave out what you spend it on, so the number raises the question.
The transferable lesson
Pair a broad promise with a small number and no details.
16:10