The Mullet is making a comeback.
This time, in your ad or landing page headline.
Let's dive into this simple and effective copywriting technique
– Neal
Brought to you by Aurora
It's about pain, not persona.
Don't send 10 emails because they're the right person on paper. Instead, find buyers who are experiencing the pain your product solves.
For example, when companies post a job, they advertise that they're willing to spend a lot of money to fix a problem.
It’s the perfect excuse to reach out. Aurora can do this for you at scale using AI.
They're on track to win $1B in pipeline for startups this year.
Learn more about them here.
PS: Matt (their founder) is offering 10 pain-sniffing strategy sessions for DC readers. Grab time with him here.
Brought to you by Athena
Every founder does a lot of things they shouldn’t.
To maximize your productivity, you need to delegate the busy work.
Athena doesn't just give you an assistant. They give you a productivity partner and a system for leveling up your delegation skills. Get access to:
- A dedicated assistant pre-trained in their methodology
- AI tools that supercharge your assistant's efficiency
- 100+ tried-and-true delegation playbooks
- Delegation coaching to help you become a master delegator
- A community of entrepreneurs and executives to learn from
Delegate with confidence and develop a productivity system that lets you accomplish more by focusing on what you do best.
Business in the front, party in the back
Insight from Dan Nelken's great post.
With ads and landing pages, you have seconds to:
- Communicate what you sell
- Why it matters to them
- Make them feel something
Energizing emotions such as excitement, amusement, and awe drive action—clicking, buying, sharing, or engaging. Ads that make you feel something are also a lot more memorable.
The Mullet (aka The Smile) is a simple and effective way to check those boxes in a single, powerful headline.
- Business in front: Put the factual business message upfront.
- “Follow me on LinkedIn.”
- “People swear by it.”
- “Please enjoy responsibly.”
- Party in the back: Make them smile with a joke on the business message.
- “Or I’ll keep following you in person.”
- “And at it.”
- “The Internet never forgets”
Got it?
Nah, of course not. Let’s dive into some examples (all from Dan Nelken’s post):
The Mullet is a powerful way to quickly get the important message across and leave them with a smile on their face. People who see your mullet will:
- “Get” what you sell
- Feel positively towards you (which is rare for an ad)
- Remember you (so they think of you after a Trigger Event)
- And most importantly, more likely to take action
Dan even uses this technique for his copywriting newsletter 🤣:
Experiment using The Mullet in your next ad or landing page header.
And if you need help figuring out your value props and writing a header and subheader for your site, check out our popular Above the Fold Playbook.
Something fun
From Enzo Avigo: A tech company adding AI to its product. See video here.
