the subtle lessons

 is a collection of headlines. And you know what they say about headlines right? “Headlines should grab attention” “Headlines should entice the readers to read your content” “If you want people to read your content, you must write magnetic headlines” Neil Patel used an entire chapter of his copywriting guide  to breakdown headlines You get the picture. If you are a writer, or a Amazon ebook peddler, put a little more effort into your content page. Tweak it a little. Hit the problems that your audience are looking to solve. Maybe you’d see more sales next month?

First up, in line with the ‘ most ideas ain’t original ‘ belief, the idea behind this post is taken from Making Ads Pay by John Caples.  Picked it up from the library after work. You’d immediately recognise a good book especially when there are gems found in the very first page.  (This book also made it into my top copywriting books, more at ‘ Resources That All Successful Copywriters Use ‘ ) And so this blog post was born! So back to Darwin’s theory of evolution and your business… A little background to Darwin’s theory of evolution. So as a young and curious lad, Darwin was incredibly observant of nature and its players. On one of his extended travels, he collected specimens from the different places he visited (I suspected wanderlust). As he was unpacking and admiring his souvenirs, he noticed similarities and was intrigued by these discoveries. Thus began his conception and study of natural selection. In a single sentence, natural selection is the theory that evolution is d...