How to Build an Online Business

Chapter 17How to write great headlines that get results

If you can write good copy, you can sell anything. Take a look at the advertisement in figure 17.1, which the great explorer Ernest Shackleton purportedly wrote when he needed to find brave men to accompany him on his Antarctic journey.

Men wanted for hazardous journey. Low wages, bitter cold, long hours of complete darkness. Safe return doubtful. Honour and recognition in event of success.

Figure 17.1: if you can write good copy, you can get people to do anything — even risk their lives!

Despite the caveat that they would all probably die, the trek was oversubscribed. Nice copy Ernie!

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We’ve established who the key players in your startup need to be: the Hacker, the Hustler and the Expert. There’s one other very important person you’ll want to engage as an employee or freelancer: a copywriter. Why are they important? Because they determine whether your startup thrives and flies or falls and dies. Really. They’re that important.

What’s the difference between a content creator and a copywriter?

Not much. Copywriters write the words for all forms of content. Content creators do the same, but they may have extra skill sets that may include graphic design, image editing and video production editing.

The ability to write persuasive copy is one of the most important skills an entrepreneur can acquire. It’s not a stretch to say that if you can write well, you can sell anything. Never forget: great things can come ...