Some of you may have seen my first video where I analyzed and diagrammed Tad Hargrave’s Epic Long Form Sales Page in a 30-minute video. Well, turns out Tad saw it too (this wasn’t an accident, I tagged him and emailed him and had several heart attacks while doing so because I felt SO cheeky). And over the next few days we had several conversations about sales pages, sales techniques, copywriting, and what Tad says is the missing ingredient in 99% of copy: Point of View. (He’s right, by the way - POV is something we don’t see enough of, and he’s persuaded ME that it’s too effective to ignore.)

Last Tuesday, he suggested we put this conversation online with a video interview.

Um, interviewing one of my marketing heroes? Yes please and thank you!

So we tackled one of the most important parts of copywriting: The headline (also called “The Grab”, or the “Impact Statement”).

It’s the first line of a page, the big one in the header, above the fold, that tells your reader whether or not they want to scroll down the page (or bounce off).

If you are writing a sales page (as many of my students are this week - HEYO!) or literally any other page on your website, this conversation is going to be well worth your time.

It’s long. Not gonna lie. So have it playing tonight while you do the dishes and clean the kitchen. Take it with you on a long walk. Dead-head every rose in the garden with us talking in your pocket. You will learn so much.

This conversation has literally changed my approach to copywriting, and I’ve been loving the results.

If you’re as fascinated by Tad’s take on Point of View as I am, he’s got a whole book about it. Check it out.