Earlier this year, I took a copywriting course at the Australian Writers’ Centre. It was a great course, with a quirky, quick-witted teacher who spoke a mile a minute as she rattled off the weekly assessment feedback, and decided my name was pronounced “Shen-ee,” which she proceeded to call me confidently the entire course. As part of the headline formulas, we learnt different methods for getting to the heart of what people want to click on, read, purchase and why. Our teacher, Bernadette, explained that copywriting was about solving people’s problems, big or small, or — what keeps them awake at night? By identifying the source of people’s problems or pain, we can counteract it by offering solutions.