The Headline Online Course
How to write headlines that build drama, curiosity and attention.
The only purpose of the headline is to get the client's attention, and for them to click-through. So how do you write headlines that your clients just can't resist?
Most copywriters tell you to write 200 headlines and then test them out
And writing 200 headlines to get one winner, sounds like utter madness. Sure you can test out 200 headlines. But what if you could write 200 outstanding headlines in the first place? What if every single one of those headlines were so amazing, that it would do exactly what you wanted the customer to do?
So why do we have all this endless testing of headlines? The answer is simple. The reason why most copywriters and article writers struggle is because they don't have a system to write perfect headlines every single time!
And it's not like we had a system either. We stumbled on a system by fluke!
In the years 2001-2005 (or thereabouts), I wrote articles for a website that sent out its articles to well over 100,000 readers. There was only one problem with the e-mail newsletter. The e-mail newsletter didn't have just one, but seven articles to choose from every week.
So if your article was the first or last on the list, it's possible you'd receive a lot more clicks than the article that was jammed in between. And each click was measured, so that the article with the most clicks eventually became the most viewed article on the website.
And yet, no matter where our article was placed, we almost always were No.1 or No.2 in the click ranking
This meant that despite being just one of seven articles, clients managed to find our headline and click on it. And it's important to note that there was never any body copy in the newsletter—just a headline. If you got a client to click on the headline, they read your article. If they read your article, they came to your website. If they came to your website, they signed up and became clients.
And it all hinged on that one headline
Headlines are what the person sees before they see anything else. A headline will cause a client to click or delete. This is not just for e-mail of course. The usefulness of the headline doesn't stop at e-mail. You can use it to get attention when delivering a live speech, or when doing a Powerpoint/Keynote presentation—or any place where you need to get the customer's attention.
However the editorial headline can slightly differ in tone from the advertising/sales letter headline. And this is what we'll learn: How to write these headlines, so you can write one or one dozen. Or two hundred for that matter. And know that every one of your headlines is spot on. But how do you do that?
Presenting: The Headline Course
In this course you'll go through three phases of intense learning (and a whole bunch of weeks of writing headlines). And not surprisingly, all the work will be done through a private online forum (and if you are unsure we will show you how to use the forum).
Phase 1: Core Headline Writing (The Foundation Zone)
Phase 2: Creating Intense Curiosity (The Curiosity Zone)
Phase 3: The Red Herring Sessions (The Auditor Zone)
In Phase 1, you learn how to get topics together, and you have to write topic after topic, after topic. You don't bother writing headlines. We just do topics. We borrow topics, we steal topics—it's just topics ahoy! Then we move to adding “HOW” and “WHY” to these topics.
So why topics and not headlines? This gives you a foundation of writing that will hold you in good stead for writing not just headlines, but bullet points as well (bullets are critical in sales copy). Of course, at first you'll be confused, but you'll soon see that the reason why most people struggle is this lack of topics.
As you'll see for yourself, you'll work in the forum, where you'll create about 30-40 topics in just two weeks. And then turn every one of those topics into amazing “HOW” and “WHY” headlines. (You think it's hard writing 40 headlines? It's easy peasy when you know how).
In Phase 2 we move to the Curiosity Zone. And this is where we start layering what you've just learned over the past two weeks. We learn the power of “Unusual Terms” and “Known Terms”. And how these terms when accurately used create curiosity.
We work these headlines over and over till they are sharp as sharp can be. And that gives us the ability at this stage to create topics at will, create ‘how and why' headlines—and then front load them with intense curiosity.
In Phase 3 we move into the Red Herring Zone. A red herring is a clue which is intended to be misleading, or distracting from the actual issue. And that's what we do. In this zone, we deliberately get things wrong. This is when you start writing headlines ‘without' using any of the techniques learned in the earlier phases (talk about an interesting exercise)!
What you do is you deliberately make a ton of mistakes as part of your assignment. Not surprisingly, this method of learning is quite efficient. To make the mistakes, you need to know what's right, in order to get things wrong. And so we go on this merry, crazy journey where you get a ton of stuff wrong. And you learn faster than before.
In this phase, we also analyse headline mistakes and start seeing headlines every where we turn. AND by this point you should reach fluency. You may well write over 300-600 different headlines in under eight weeks, and be exposed to a few hundred, maybe even a few thousand headlines, when you consider the work of just your tiny little group).
If this doesn't make you a pro, nothing will
(Note: There's a clear syllabus that you'll receive on joining the course. That syllabus will give you a clear idea of what we're covering and when we're covering it. It's important to just follow my instructions instead of wondering about what and how and when. You'll see for yourself, that everything is meticulously planned and that everything is engineered to make it easy to learn and implement).
Dave Pipitone
Illinois, USA
“Before, it would take me between five and ten minutes to come up with a headline. Now, using what I learned in the course, I can write between five and ten more effective headlines in the same amount of time.”
“Sean has astonishing commitment and amazing authenticity. During this course, Sean's father-in-law became sick and passed away. While tending to all of the details of his wife and family during that difficult time, Sean kept up his commitment to provide feedback to the headline course members.
The content of a course is one thing; investing time and money with an instructor of high integrity like Sean is a priceless experience.”
These Were My Objectives
I am a member of 5000bc.com for a little over one year. I signed up for this course to learn how to write better headlines for articles, e-mails and website title tags. I read several e-mails from Sean announcing the course. His writing about the benefits and power of headlines to attract reader attention was the persuasion I needed to enroll in the course.
The Before-After Experience
The experience before and after the course is like night and day.
Before I began the course, I thought that all you had to do was add keywords at the beginning of a headline and follow them with a few other words. I had no idea that creating curiosity is a major strategy to gain readership.
Sean taught the core essential elements about how to build drama, curiosity and attention.
I learned how to use unusual terms, incorporate “how” and “why” into headlines, add specifics and provide a structure for writing new headlines quickly and effectively.
Before, it would take me between five and ten minutes to come up with a headline. Now, using what I learned in the course, I can write between five and ten more effective headlines in the same amount of time.
Course Format and Structure
The course was very well organized, structured and ordered to encourage progressive success in the science and art of headline writing. There was plenty of daily activity in a private forum with other class participants.
The course audio, handouts and notes that Sean provided were clear and comprehensive. The foundation of the course was solid, organized and well-implemented.
Course Instruction and Coaching
Sean D'Souza provided a safe, encouraging, and “hold you accountable” role to instruct and coach our class through this course. This included feedback on the conference calls, as well as comments on individual daily work in the private forum.
Sean was very responsive to questions, shared his humor and wit and helped us get unstuck when we were going down the wrong path.
When I asked a question about using punctuation in headlines, Sean went the extra mile and wrote a detailed article about how to use punctuation that explained the core concepts.
I'll tell you another thing about Sean that is amazing – his astonishing commitment and amazing authenticity. During this course, Sean's father-in-law became sick and passed away. While tending to all of the details of his wife and family during that difficult time, Sean kept up his commitment to provide feedback to the headline course members.
I have taken Internet marketing coaching courses from another “guru” who charged me $400 a month, was often absent and made up excuses for much less serious matters. The content of a course is one thing; investing time and money with an instructor of high integrity like Sean is a priceless experience.
Safe, Fun Learning Community
Having a private forum or “mini-cave” with several other participants was an excellent part of this course. Not only did we encourage each other's progress, we could learn from each other's creativity. It was like a big mastermind group on writing headlines. And it was fun! We were able to joke around with each other, share life and observations, that reinforced our headline writing. A number of times, just reading the headlines of others was a motivating and inspiring experience.
Unexpected Learnings
One of the best things that happened during the course was that my first annual membership to 5000bc.com ended. To keep going with the course, I had to renew my membership. And, I'm glad that I did. I discovered more value to 5000bc.com than I had realized or known before. I discovered a wealth of information in the Library, learned with other Cave dwellers and found some very useful strategies for structuring my online business.
Take-Aways
I started using the headline strategies in posts and pages on my blogs and headlines, other online articles, and in link-building SEO articles.
Just the discipline of writing headlines every day has helped build confidence in writing and take away the “can I do this?” obstacle.
Endorsement
I recommend the Headline Writing course to anyone who wants to improve the readership of articles, web pages, blog posts and other written material.
Why bother with the class?
Reason 1: It's built on solid principles of daily practice. If you're the kind of person that really wants to achieve their goals, then you will find that daily practice is part of the teaching system. If you're interested in just showing up once a week, this course is not for you. You need to show up between five times a week and spend at least between 30-60 minutes to get full value.
Reason 2: There's a limit to the size of the group, because large groups are just chaos. The maximum number of people for the entire course will not be 500 or 700, but just 25. And even those 25 will be broken into smaller groups of around 6 each. So it's small, and manageable. (Often, we may stop long before the final number, like we've done before).
Course details
Who will be conducting the course?
The course will be conducted by Sean D'Souza.
When?
The next course will be in June 2026. Registrations will open in 2026 (and one day earlier for 5000bc members). It will be strictly first-come, first-serve. It will be first be offered to those on the waiting list.
Why get on the waiting list ? Once you are on the waiting list, you will be given first preference, before we open the course to the entire Psychotactics list. However, if you are a 5000bc member, you will be able to join a few days earlier. Click here to get on the waiting list.
How long is the course?
It depends on what you choose. The Regular Option is six weeks and the Premium Option is eight weeks.
How is the course conducted?
The course is conducted via a private forum. So all your assignments will be given to you through a forum. Don't worry if you've never been on a forum before. There are instructions on how to access everything. You will have to show up five days a week.
Will there be installments?
Yes you can also pay in two installments. All the details are below.
The biggest benefit:
Knowing that you're not spinning your wheels when it comes to headline writing. The time saved will be enormous. And the confidence gained will be enormous too.
Will there be overlap with previous material?
Sure there will. I've given you lots of headline-related stuff freely. But that doesn't mean people have implemented it correctly. This course will show you how by forcing the errors and then making the headline as error-free as possible. You will write well over a hundred headlines over the duration of the course. That will hold you in good stead. You will also learn to critique other headlines, which will sharpen your own skills in turn.
Are these headlines for sales letters or articles?
There's almost little or no difference between writing headlines for sales letters or articles. They're both meant to draw the client to your copy. And they do. Once you get good at one, you'll get good at the other.
What if I have done the Psychotactics Article Writing Course or the Copy writing Course before?
This course is far more specific and detailed. And even if you've done the courses above (before), you'll still need the specific intensity of this headline course. Many of the past participants have done both courses.
Is there a money-back guarantee?
This course has been running for many years and the results are more than evident, hence there is no money back guarantee on this course. Before making your decision, read the experiences of the alumni of the headline course. You will be able to judge for yourself if this course is right for you.
What if I can’t attend the course and wish to opt-out?
If you have to opt-out of the course because of an emergency, you will be given you money back PROVIDED someone on our waiting list takes your place.
Tim Bradburn
Balearic Islands
“We wrote ten headlines a day for eight weeks – that's a huge volume of headlines. The net result is fluency – and I can really feel it every time I sit down to craft a new headline in my work.”
I have been writing headlines for many years, using principles picked up along the way. But I wouldn't say that I had a system, or certainly not a system I could use without having to think about it. I used to rely on instinct and it could feel pretty daunting trying to tease out a winning line from the cauldron of my imagination”.
“Tiny increments”: How to become a world-class headline writer in just eight weeks!
At the start of the course Sean asked us what our biggest concern was. Mine was time. I was even more concerned when I found out we would need to put aside 50 minutes a day for eight weeks.
But Sean impressed on us the importance of tiny increments – the fact that learning theories and techniques won't actually make a difference unless you include the daily practice to perfect the chosen skill – to hard wire the knowledge.
Knowing what weights to lift, and in what order, won't make you stronger unless you actually go to the gym and lift them. And on this course, not only did Sean provide the gym and the training regime, but he was there acting as personal trainer, providing encouragement and pushing us when we flagged.
We wrote ten headlines a day, all week, for eight weeks – that's a huge volume of headlines.
The net result is fluency – and I can really feel it every time I sit down to craft a new headline in my work. I have been writing headlines for many years, using principles picked up along the way. But I wouldn't say that I had a system, or certainly not a system I could use without having to think about it.
I used to rely on instinct and it could feel pretty daunting trying to tease out a winning line from the cauldron of my imagination. Now we're near the end of the course I'm much more methodical, and I automatically know where to start, what structure to use, e.g. “this one's going to be a ‘why' headline, that one is a ‘how'”. Instinct still plays a part, but the instinct feels so much sharper.
Sean also gave labels to certain concepts, which has given me shortcuts to identifying problems in a headline, for example “that's a potential ‘ego-stomper'”.
The course was as much about the group as the course leader. It has been a fun and interesting mix of people and our frequent interaction on the forums has been an essential part of the learning. People were incredibly generous with their time, providing feedback and encouragement – I only wish I could have reciprocated more, but as it was I found it a struggle to keep up with the daily assignments!
The course is also an excellent way to get to know other cavers better and a by-product has been that it has made me more active on the Cave (the forum in 5000bc.com)– right now a friendly caver is helping me solve a problem that only a month ago I would have paid an expensive developer to sort out for me.
Before making your decision, read the experiences of the alumni of the headline course.
You will be able to judge for yourself if this course is right for you.
What's different between Psychotactics and any other training systems out there
The Psychotactics training system is based on a concept called ‘tiny increments'.
This means you learn in very tiny bits, every single day. Unlike most systems that force feed you with a truckload of information, at Psychotactics, you learn in extremely tiny increments.
Clients often ask us: “When does the course start to be difficult?”
And our answer is: “Why does it have to be difficult?” The only reason things are difficult, is because there's too much to consume. At Psychotactics, you do a tiny step. That step is evaluated, and if you make mistakes, the mistake is fixed. Many tiny steps (and many fixes later) you're suddenly extremely good at the skill. But that's only the uniqueness of Psychotactics. The course itself, has its own uniqueness.
What's unique about this headlines course?
Zero cut and paste!
You can stop having to copy headlines from others. In this course you learn exactly HOW to construct and de-construct a headline. Other courses just tell you to slap in any terms or copy headlines from the past. This course specifically shows you how a headline works. That way you can construct headlines without any problem in future, knowing exactly what you're doing, and why you're doing it.
Goodbye cut and paste. You never have to cut and paste headlines from other articles or advertisements. Yup, it's the end of cut and paste, because you learn exactly HOW to construct and deconstruct a headline.
Incredibly Valuable Bonuses (Available with Premium Option)
Premium Bonus 1:
Series of three videos showing exactly how headlines make a difference (Worth $200)
Premium Bonus 2:
Two Weeks: Extra Bonus of Training (Worth $200)
How do I sign-up for the June 2026 Headline Online Course?
Eligibility:
You will have to have purchased and read the Brain Audit. If you do not own a copy of the Brain Audit, please do not get on the waiting list.
The 2026 Online Live Headline Course |
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|---|---|---|
| 2026 | Regular | Premium |
| Phase 1: Core Headline Writing (The Foundation Zone) |
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| Phase 2: Creating Intense Curiosity (The Curiosity Zone) | ||
| Phase 3: The Red Herring Sessions (The Auditor Zone) | ||
| Bonuses | ||
| Premium Bonus 1: Series of three videos showing exactly how headlines make a difference (Worth $200) |
||
Premium Bonus 2: Two Weeks: Extra Bonus of Training (Worth $200) |
||
| Special Price | ||
| Option 1: Single Payment (Save over $100) | US$ 1677 | US$ 1697 |
| Option 2: 2 Monthly Installment Payments | $939 x 2 | $949 x 2 |
Warm regards,
Sean D'Souza
P.S. Say goodbye to cut and paste. You never have to cut and paste headlines from other articles or advertisements. Yup, it's the end of cut and paste, because you learn exactly HOW to construct and deconstruct a headline.
Questions?
If you have questions, please email me directly using the link below at the bottom of the page, and let me know how I can help.
