headline writing
It was one of the worst moments of my life… Several decades ago, soon after I got my licence, I was driving back from an event in the Blue Mountains. It was foggy, and I was trying to clear the windows… When suddenly, I looked up… And BANG! I smashed into the car at the […]
Read This or Die What would you do if someone said that to you? Truth is… It was one of the most dramatic headlines ever written. It was followed up with… Today you have a 95 percent chance of eventually dying from a disease or condition for which there is already a known cure somewhere […]
It was a huge “aha” moment. And it changed my game instantly… I’d been playing cricket for years, when my dad brought home this video about footwork when batting. I learnt about when to get on the front foot, when to get on the back foot, and my game instantly improved – thanks to these […]
I was in massive pain… I remember sitting in a meditation hall in Blackheath, NSW, in my late tweens or early twenties as a part of a Vipassana 10 day retreat… And being still for an hour. No itching. No nothing. The words the teacher kept repeating were “anicca” which basically means everything is impermanent. […]
According to Alex Berman‘s book, The Cold Email Manifesto, one of the biggest reasons cold emails fail… Is the lack of specificity. What you want people to say when they get any piece of communication, whether it’s an email or a Facebook ad is… “This is for me” Think about it: what would mean more […]
I looked down at the scales and it scared me… Then the penny dropped – the reason I was packing on the pounds all boiled down to the 80/20 effect. While I wasn’t eating much during the day, after dinner… I would go to the fridge, and RAID it. Maybe it wasn’t 80% of my […]
How to stand out from your competition, and stop being seen as a commodity 👇 How do you position yourself as the “superman” (or superwoman) of your industry in your advertising? Simply identify the one thing your product or service offers that is different, and kick off your headline with it… For example, a real […]
I put everything I had into it, yet despite this my first business failed. Living in a halfway house in my early twenties, I remember lying there on a couch with a feeling of regret lurching around in my stomach. I wish I hadn’t hired that one person. I wish I had tried harder with […]
What should you do if you’ve got an offer that’s too good to be true? How do you highlight the benefits while addressing the skeptical prospect? John Dwyer suffers from this problem. His company literally allows business owners to give away holidays to their clients, based on an incentive-based marketing strategy – and some of […]
It made my heart burst… One of the best things about being a parent to a newborn, was watching my son’s face light up at the wonder of discovering something new. And that “something new” could be anything from a sunrise to watching a parachute fall from the sky. Adults are harder to please, yet […]
I stressed over what to call my business for months. And wet behind the ears at the age of 24, I decided on… “The Marketing Alchemist” A bit cheesy, I know… And I’ve since changed it… Yet I liked the reference of turning something of little value (metal) into something of high value (gold). […]
I remember venturing into my first business, wet behind the ears in my early twenties. It was a… Hair salon. And it was extremely risky. Why? Because I didn’t know what I didn’t know. In hindsight, there were plenty of ways I could have slashed my risks (and saved myself some serious emotional pain)… And […]