You're going to be a fly on the wall as Rich has a conversation with Level 10 Contractor Senior Copywriter, Dave Moffitt. Dave is helping one of his clients create copy for a website, and the client LIKES what Dave has written, but wants to find a headline that better captures their overall identity. Rich, of course, takes a deep dive--wanting to know not just WHAT they do… but WHY and HOW they do it. This exercise turns into a sort of karate or taekwondo lesson as Rich comes up with a bunch of short but powerful headlines that land on the reader's figurative jaw like short, sharp, forceful punches.
