- The Method
- Posts
- How to Write Headlines That Convert
MARKETING
How To Write Headlines That Convert
Marketing fads come and go, but effective copywriting writing is still the same old.
Kale spent the past week completing a refresher course on headline writing and, unsurprisingly, found nothing new.
Headlines still dominate the show - capturing 80% of all written content impressions.
Basically, strong ones make bank, and weak ones make the rest of whatever you have written worthless.
And the headline format Kale recommends you follow is this:
Promise Of Outlier Outcome
Promise Of Minimal Effort
In his words, "We're energy conservers, not burners. If you can promise someone a low effort, outlier result, they will bite."
Like...
The world's fastest-growing email newsletter: The Milk Road - Get smarter about crypto (outcome) | In Less Than 3 Minutes A Day (minimal effort)
The world's best-selling self-help book: Atomic Habits - Remarkable Results (outcome) | Tiny Changes (minimal effort)
The NY Times Longest Serving Number 1 Business Book: Four Hour Work Week - Escape the 9-5, Live Anywhere, And Join The New Rich - (outcome) | 4 Hour Work Week - (minimal effort)
Our Take:
When our ads, emails and videos aren't performing, we look first at our headlines.
Generally, the solution is we need to promise a result that people care more about.
FINANCE
Cash Is King, Always Has Been, Always Will Be
Quick success can kill a business missing certain skills.
Money management is one of them.
Marketing, sales, product and all that other stuff is cool until you can't pay the bills.
From the sole trader to the CFO of fortune 500 companies, the number one job of the person responsible for the business's finances is ensuring it never runs out of cash.
The obvious way to make sure that doesn't happen is to spend less than we're earning.
But when things like drawings, accounts payable (expenses to pay in the future) and accounts receivable (money to receive in the future) are thrown into the mix, it's easy to get lost.
For example, suppose you're drawing $5,000 from your business as a monthly wage. This won't show as an expense on your profit n loss statement until your accountant declares it as a shareholder's salary, potentially 12 months after that money left your business.
So you can easily make the mistake of thinking the business is $5,000 a month more profitable than it actually is.
That's why 'operating profit' or 'Ebitda' doesn't suffice. We must understand what Free Cash Flow is and always monitor it.
Free cash flow is how much your business has left over after paying all operating, capital & financial expenses. And it can be found on a 'statement of cash flows', usually labelled 'net cash flows'.
This concept is soo simple and necessary that it feels stupid to talk about.
Yet, we've been part of and witnessed multiple businesses almost or completely fail purely because the owner didn't understand what free cash flow is or how to monitor it.
Our Take:
Free Cash Flow is more important than any other number on financial statements, and it's the one number that should never be made anyone else's responsibility.
We're constantly monitoring it.
We like to know our cash flow during any given week or month and what it will be up to 3 months into the future.
SHARE THE METHOD
Share The Method with your colleagues and fellow operators, and we'll help you level up your business.
You help us, we'll help you.
You have referred [RH TOTREF GOES HERE] people so far
Or copy & paste your referral link to others: