Demand Curve - The Growth Newsletter #177

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The Growth Newsletter #177

Business in the front 👩‍💼, party in the back 👩‍🎤

The Mullet is making a comeback.

This time, in your ad or landing page headline.

Let's dive into this simple and effective copywriting technique

– Neal

Brought to you by Aurora

It's about pain, not persona.

Don't send 10 emails because they're the right person on paper. Instead, find buyers who are experiencing the pain your product solves.

For example, when companies post a job, they advertise they're willing to spend a lot of money fixing a problem.

It’s the perfect excuse to reach out. Aurora does this for you at scale using AI.

They're on track to win $1B in pipeline for startups this year.

Learn more about them here.

PS: Matt (their founder) is offering 10 pain-sniffing strategy sessions for DC

readers. Grab time with him here.

Want to be featured in front of 101,058 founders and marketers? Learn more here.

Business in the front, party in the back

Insight from Dan Nelken's great post.

With ads and landing pages, you have seconds to:

• Communicate what you sell
• Why it matters to them
• Make them feel something

Energizing emotions such as excitement, amusement, and awe drive action—clicking, buying, sharing, or engaging. Ads that make you feel something are also a lot more memorable.

The Mullet (aka The Smile) is a simple and effective way to check those boxes in a single, powerful headline.

• Business in front: Put the factual business message upfront.
  • “Follow me on LinkedIn.”
  • “People swear by it.”
  • “Please enjoy responsibly.”
• Party in the back: Make them smile with a joke on the business message.
  • “Or I’ll keep following you in person.”
  • “And at it.”
  • “The Internet never forgets”

Got it?

Nah, of course not. Let’s dive into some examples (all from Dan Nelken’s post):

The Mullet is a powerful way to quickly get the important message across and leave them with a smile on their face. People who see your mullet will:

• “Get” what you sell
• Feel positively towards you (which is rare for an ad)
• Remember you (so they think of you after a Trigger Event)
• And most importantly, more likely to take action

Dan even uses this technique for his copywriting newsletter 🤣:

Experiment using The Mullet in your next ad or landing page header.

And if you need help figuring out your value props and writing a header and subheader for your site, check out our popular Above the Fold Playbook.

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Something fun

From Enzo Avigo: A tech company adding AI to its product. See video here.

How we can help you grow

• Read our free playbooks, articles, growth guide, and teardowns—we break down the strategies & tactics used by fast-growing startups.
• Enroll in the Growth Program, our marketing course that has helped 1,000+ founders get traction and scale revenue.
• Become UNIGNORABLE. Join the waitlist for the next cohort of our popular audience building course.
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Thanks, everyone! I appreciate every single one of you. Especially the ones who make it all the way to the bottom and bother to read this sentence.

Neal O'Grady

Justin Setzer