Bidness in the front. Party in the back.

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Hiya,

Today, it's a writing tip.

If we've been connected for a while or you've read my book or my mind, it will be familiar.

If it is familiar, I hope your brain appreciates the refresher like mine.

First, a quick blurb on the one key philosophy that has helped me go from insecure creative to expert ...

Name it to tame it.

About 15 years ago, I was jamming on some headlines with another writer.

I had the rhythm of a line in my head but didn't know how to describe the technique.

I said something like, "For this client, I feel like one of those lines that goes kinda like, 'This product has x, x, and then, bam, you add a twist at the end."

She said, "Oh, you mean a List and Twist."

Time stopped. It was the first time I'd ever heard a name for a headline technique. It felt like cheating, like someone had given me the answers to a test.

The next time I heard someone name a headline technique was 10 years later. It was about 30 minutes before a client presentation when a Creative Director said, "Dan, see if you can write some more headlines. Maybe try writing some, Smile Headlines."

He said, "You know what a Smile Headline is right?"

Too embarrassed to admit that I did not, I lied, "Yep".

But my face told the truth...

He said, "A Smile Headline is when you get the straight message upfront. And then add a little smile."

Seventeen years into my career, I had the names of two headline techniques. Two! WTF?

This is when I went on a mission to name and identify as many as I could. And this has been the single biggest key to helping me raise my creative speed, confidence and rates.

*The phrase, Name it to Tame it, comes from child psychology. Helping kids label their emotions helps them better control them.

*As I was writing my book I asked my writer friend (and friend) where she first heard of, The List and Twist headline. She said, "I've never heard of a List and Twist headline. What is it?"

The Mullet Headline Technique

This one is similar to The Smile but with a catchier name.

It's called a Mullet because you get your business message in the front and then party in the back half of the line.

This technique is what inspired this line on my website—

It's a great one to use for conservative clients because when they see their needs met in the first half of the line, they might give you a longer leash to party on the back half.

It's also a great technique to use in more responsible messaging—

Or after legalese like, "This bottle is now made from 50% recycled plastic."

I demonstrated this technique in a post on LinkedIn today by starting with a simple phrase, "Follow me on LinkedIn." That's the straight or business message. And then I tried to have some fun in the back half of the line.

Follow me on LinkedIn. Unfollow me in person.
Follow me on LinkedIn. Or I’ll keep following you in person.
Follow me on LinkedIn. Or in person. Please, I’ll take anything.
Follow me on LinkedIn. It's International Follow a Dan Nelken Day!
Follow me on LinkedIn. Or connect if you’re seeking a more committed relationship.
Follow me on LinkedIn. How many followers do you need to start a cult anyway?
Follow me on LinkedIn. Because I’m too old for TikTok.
Follow me on LinkedIn. So you can live creatively ever after.
Follow me on LinkedIn. So we can network awkwardly ever after.

When I write these, they can lead to Reverse Mullets…

For an average time, follow me on LinkedIn.
Looking for less hacks and secrets? Follow me on LinkedIn.

And those lead Reverse Reverse Mullets…

Looking for get-rich-quick copywriting secrets? Don’t follow me on LinkedIn.
Looking to 10x your copywriting game? Don’t follow me on LinkedIn.
Looking for the latest secrets, hacks and hooks? Don’t follow me on LinkedIn.

The beauty of naming creative techniques is you get to call on them by name and unlike my children, they come running.

As you can see from the writing experiment above, starting with a specific technique helps you get out some lines but doesn't limit you to that technique. It just gives you a place to start building some creative momentum.

And this is how you'll gain the upper hand in the fight against the blank page and your ding-dong of an inner critic.

If you found this one technique helpful, I have identified all the techniques I use when facing the pressure of the blank page and my arsehole of an inner critic.

Now, if your inner critic is feeling appropriately threatened, see the P.S. line in today's email.

If you enjoyed today's email, please take this complimentary express link to LinkedIn to leave a quick 👍 or 💬. It's like a little pat on the back that keeps me going. And growing.

To say hi or 🪓 me any questions, hit reply.

Have a confident and creative week,

Dan

P.S. If you want my go-to headline techniques and to build up your creative speed and confidence, check out my course, Writing Under Pressure. At 4 x monthly payments of $124.75, it's so worth it. Especially if your company picks up the tab.

To inquire about group discounts, workshops or talks with your team, hit reply.

P.P.S. Your inner critic is a ding-dong.

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