Three Wins.

Three Wins.

Three-minute read. Or less.

Welcome to week eighteen of Three Wins, where I walk you through my process of launching an online course in 2024.

Even if you are not launching an online course, this will help you think about whatever you will launch.

Last week was a week of the last of Micro Blog Beta tests.

So, the next phase is to put the learning into practice.

And get ready to film.


1.     In the bad reviews lies the gold.

I was reading the comments back after the four different workshops.

- Over 95% were 5/5.

 - There is not much learning here.

 - It’s the less good reviews you must learn from.

It’s never easy going through feedback.

The brain skips all the good reviews. Our negativity bias kicks in. But we need to remove emotion; otherwise, we won’t learn.

 Most of the not-great reviews were focused on the room layout at the workshop. Or the small-sized screen. Or the small type on the slides.

 Because I am creating an online course, these comments are not directly relevant.

But one comment said he didn’t learn much to improve his writing.


So, I dug deeper. What I learned from his feedback was my course is not for an experienced copywriter like he was.

From this piece of gold, I now know who the course is not for. And when I sell it, I can say, ‘If you are a seasoned copywriter, this is not for you. Clarity.

A win.

2.          Make ‘getting it’ easy.

I have been looking at ways to lighten the mental load of learning.

For example:

The essence of Micro Blog System is a simple writing structure.


-          Problem.

-          Story.

-          Transformation.

-          Ask.

So, this week, I have been working out to make it come alive.

 I tried an obvious, simple thing - I colour-coded them.

  • The problem was red.
  • The story was amber.
  • The transformation was green, etc.

 As simple as this sounds, it made them jump off the page.

 Don’t ignore the obvious answers.

A win.

Make it simple.

  1. And 'Fix this Headline' was born.

Last week, I got a message on LinkedIn from someone who was on the London Workshop.


-          His question was, ‘What am I doing wrong?’

 -          They weren’t getting much attention.

 -          The blogs were well-written and had good value in them.

But the headlines weren’t working. There was no benefit in the headline. No transformation.

I fixed them in no time.

It made me think about a module for the course: Fix this headline.

That is now happening.

A win.

As always, I hope this was useful in some way.

Talk next weekend.

Have a good week.


If you missed last week's Three Wins, here's a second chance.

David Hieatt

David Hieatt

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi + Saatchi at 21. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures. Started Hiut Denim Co.

View Comments
Next Post

Three Wins.

Previous Post

Three Wins.