About this experience
The bridge between your product and your customer is simple: a great headline. In fact, great headline writing has been the cornerstone of effective advertising practice for more than a hundred years, and mastering the art of the headline can be the difference between massive success and same-old, same-old failure.
In the world of digital advertising, especially, a great headline is your best bet to break through the noise and get your message to your customer in a split second.
This masterclass will introduce you to core advertising principles through the lens of the most basic skill of all: distilling your product promise into a headline you can’t turn away from.
In this workshop, you’ll learn:
How to define your product’s unique proposition (even when it doesn’t seem so unique)
How to determine the state of your market
How to behavioral psychology can help you craft your headline
How and where to gather information about your audience and turn it into a killer message
About the instructor
Richard Gaffin is a Creative Strategist at Common Thread Collective, a digital marketing agency in Orange County. After working as a copywriter, he founded CTC’s Branding department in 2018, working with his team to develop branding and market research products for CTC’s clients. He developed and currently co-teaches CTC’s internal Ad Philosophy 101 course with CEO Taylor Holiday — a course aimed at equipping CTC’s employees with the tools needed to master the fundamentals of advertising.
Outside of the advertising world, Richard is a musician and author. His first novella, Oneironautics, is available on Amazon.
Our refund policy
Due to limited seating, we request that you cancel at least 24 hours before a scheduled class. This gives us the opportunity to fill the class. However, if you do not cancel prior to the 24 hours, you will lose the payment for the class.
To ensure you don’t miss a thing, please bring your laptop or a pen and paper to take notes. Feel free to arrive early to explore our space, network with others over a cup of coffee, and get comfortable before your class starts.
We aim to ensure that people have equal access to all Shopify experiences. Our Shopify space is accessible, but if you require additional accommodations or have any general questions or concerns regarding experience accessibility please contact: firstname.lastname@example.org