This past summer, I wrote an email about how I was struggling to get through the Dig.This.Zoom course, in spite of having paid $1,200 for it.
Maybe it will turn out the course wasn’t an entire waste of money, because it did provide me with the following quick story:
In one Dig.This.Zoom lesson, Aaron Winter, former copy chief at Motley Fool and guru to super successful Dig copywriters like Dan Ferrari and Austin Lee, was talking about headlines.
”So there’s headlines,” Aaron said, “and then there’s… stuff? Content? We reject that. Ideally, they’re all headlines. Why would you ever say something that’s not awesome?”
In slightly clearer words, Aaron was saying that each line of your copy should have as much pull — as much emotional weight and curiosity and benefit, all fused together — as your headline has.
This is the kind of inspirational but vague mysticism that made me start to tune out the entire Dig.This.Zoom course.
Fortunately, Austin Lee, who was on this particular Dig.This.Zoom call, chimed in at this point with some practical advice:
“One of the most fun and educational exercises you encouraged me to do was write a headline for every little section of my outline. I really wrote an entire promo of maybe 26 or 32 headlines all the way down through the offer.”
I bring this up (spoiler alert) because I am promoting my Copy Riddles program. Whenever I do promote this program, I always get some form of the following question:
Is Copy Riddles just about bullets OR about about copywriting in general?
The answer is yes.
As Aaron says above, copywriting is really about your best headlines. And your best headlines are really just your best bullets. Or as Ben Settle put it once:
“Bullets still work, never stopped working, and will always work — When written correct everything ‘comes’ from the bullets, including non-bullet copy or ads where there are no bullets.”
Copy Riddles is now open and ready to turn you into somebody who writes stuff that’s awesome. Whether that’s awesome bullets, awesome headlines, or awesome body copy.
In case you’re interested: