I’ll tell you about the subject line secret in just a second. But first, here are a few funny-if-fake headlines, supposedly written by legendary marketer Dan Kennedy:
Who Else Wants To Discover The Secret
To Writing Headlines
That Begin With The Words ‘Who Else’?
——
“Do You Have What It Takes
To Write Powerful Headlines
Which Have Quotation Marks
And Are In The Form Of A Question?”
——
Everybody Laughed When I Used
An Old Headline Template To Create My Headline,
But When I Put It At The Top Of My Sales Letter…
In case it’s not clear, that last one is a play on John Caples’s famous ad, “They Laughed When I Bent Down To Pet The Cat… But When She Started To Hiss!”
Dan’s point was that there’s a lot more to copywriting than templates and formulas.
If it weren’t so, then businesses wouldn’t be willing to write obscene paychecks to A-list copywriters like Dan himself.
Why would they?
If templates and formulas were where it’s at… then businesses could just get any monkey with small, nimble fingers to stick “Who else wants” at the start of an uninspired or unbelievable promise… and they would still make all the sales they want.
This can either be good news or bad news, depending on your perspective.
It’s bad news because it means making money with sales copy is more involved than you might have been told at first.
It’s good news because it means there’s a natural moat around the high castle of good copywriters. And maybe more importantly…
It means copywriting can become a pursuit you can explore for a long time, and still find new and deep insights. At least that’s how it’s been for me.
But back to that secret I mentioned in the subject line.
If you want to learn how to write fascinating subject lines, rather than relying on the crutch of calling every can of tuna a “secret,” then you can learn that inside my Copy Riddles program.
Copy Riddles is built around the practice of writing sales bullets. And bullets just happen to double as great subject lines.
Also, you might like to know:
Copy Riddles is not in any way focused on bullet formulas and templates. In case you don’t believe me, here are a few relevant words from marketing consultant Khaled Maziad, who went through Copy Riddles last year:
Man, this is the best course on bullets I have ever seen. And believe me, I have seen a lot.
I loved that you didn’t include bullet templates but went deep into the psychology behind each bullet.
This course is not just about the “how-to” of writing bullets but understanding the artistry and the deep psychology behind them… Plus, when and where to use them.
It’s like going behind the scenes and watching David Copperfield reveals every single magic trick in the book… without losing interest.
So if you want to find out some magic tricks that make real money appear: