There truly is nothing more powerful, in my opinion, than the advice I am about to give you on copywriting. Everything else that you do revolves around this. Everything else is to obtain this one certain thing.
In my observation – after a good number of years in the copywriting game –
I’ve noticed two approaches to learning.
One of them is wrong. One of them is right.
One promises quick riches. One promises profound growth as a writer.
Hope you had a wonderful holiday season (if you celebrate that sort of thing ;-)). Today we’re going to talk about headlines – why they’re so important, and how to write a good one.
How often have you heard phrases like this throughout your life:
- "Hard work is the key to success…"
- "Work hard and you can do anything…"
- "If something isn't hard – it's not worth it in the long run…"
- "No pain no gain…"
- "Sometimes you need to endure suffering so you can be happy in the long run…"
If you're like me, probably a lot. In fact, I've lived most of my life with these ideals as a guide. Everywhere I've turned I've seen reminders of them… In books… movies… seminars… audio tapes… conversations… TV shows… etc., etc., etc.
When I was 15, I lived with my aunt and uncle out in St. Louis, Missouri. They live in a quiet, peaceful town of only 20,000 or so. It's the kind of town where people actually know their neighbors. The first, and frankly, only, place like that I ever lived.
Fair Warning! In the beginning of this post I was a bit frustrated. I’m sure you’ll see why (and I’m sure you can relate!)
I can’t tell you how many times I’ve been yanked around by “potential” clients. I put potential in quotes because these people only appear like they might become my clients…