This is an excerpt of the short book containing all 52 headline formulas. I've included 25 of them for you to use. If you'd like to see the rest, and get the bonus chapter with 15+ bonus techniques, including breakdowns of real headlines I've written for my clients, download the 52 Headline Formulas book in its entirety.
Gouge Their Eyeballs Out, Reach Into Their Skulls, And Tickle Their Brains
Did that grab your attention? A good headline should.
But here’s the thing: no one wants to be “grabbed.”
Getting someone’s attention is the first step in being able to prove that you can get them their desired outcome.
But it’s a noisy world.
The old ways of using “hype” and “shock” aren’t as effective, because people are tired of their attention being “grabbed” at.
Sure, if you work in media, and you want to get as many clicks and eyeballs as possible, the old way still works.
But with people so isolated thanks to technology, there’s one thing they’re starved of:
Connection
You will stand out as unique and different if you simply go about courting the attention of your prospects by connecting with them on a human level—because while they’re being suffocated by everyone trying to grab them, you’ll be a welcome guest that’s just looking to connect.
52 Headline Formulas That Connect
Headline Formula #1: The Classic How To (With A Painful Twist)
Template:
How To [Get Benefit] Without [Pain]
Example:
How To Self-Publish Your Book Without Having To Do The Marketing Yourself
Headline Formula #2: Add Time And Remove Risk
Template:
How To [Get Result] Quickly And Avoid [Risk]
Example:
How To Self-Publish Your Book Quickly And Avoid Sounding Like Everyone Else Who Has A Book In Your Industry
Headline Formula #3: Piggyback On Current Events
Template:
The [Current Event] [Affects] [Their Point Of Interest]
Example:
The Global Warming Debate Is Gutting Your Retirement Portfolio
Headline Formula #4: Announce News
Template:
A Brand New Way To [Get Benefit]
Example:
There’s A Brand New Way To Get Media Coverage For Your Business Without Hiring An Expensive PR Firm
Headline Formula #5: Use Numbers And Statistics
Template:
[Statistic] [Related To Target Market] Helped Them [Get Benefit/Avoid Pain]
Example:
97% Of American Small Businesses Say This Helped Them Stay Afloat
Headline Formula #6: Share Your Offer Upfront
Template:
[Get Ultimate Benefit] And [Secondary Benefit] [Unique Promise]
Example:
Publish Your Own Book And Get In Front Of Eager Readers Who Will Turn Into Lifelong Fans (In Only 30 Days)
Headline Formula #7: Give Step-By-Step Value
Template:
The X-Step Process To [Get Ultimate Outcome]
Example:
Here’s The Exact 12-Step Process For Writing A Sales Page That Converts
Headline Formula #8: Compare Against The Alternative
Template:
[Get Benefit] For/With [Differentiator] Than [Other Option]
Example:
Fall Asleep Fast And Wake Up With More Energy Than You Would By Taking Synthetic Sleeping Pills
Headline Formula #9: Use A Testimonial
Template:
[Any Testimonial With Tangible Results]
Example:
“The House Sold After Three Days On The Market, And We Got MORE Than We Asked For”
Headline Formula #10: Share the USP Upfront
Template:
The Only [Method/Product] That [Benefit] By [Unique Approach]
Example:
The Only Dog Training Method That Calms Even The Worst Behaved Pups By Using “Happy Signals” To Soothe Their Nerves
Headline Formula #11: The Time-Tested “Secret” Headline
Template:
The Secret To [Getting Benefit]
Example:
The Secret To Growing An Email List When You Don’t Have An Audience
Headline Formula #12: Call Out The Avatar Directly
Template:
[Avatar] Who Want To [Get Benefit] Need To [Action]
Example:
Women Over 40 Who Want To Switch Careers Need To Do This
Headline Formula #13: Highlight The Savings
Template:
Now You Can [Save X%/$X] On [Problem Costing Them Money/Product That Solves Their Problem]
Example:
You Can Save 95% On The Skin Cream You Used To Need A Prescription For
Headline Formula #14: Contrast Against “The Other”
Template:
Who Wants To [Do Something They Don’t Want]? Here’s [How To Do It Without The Difficulty]
Example:
Who Wants To Waste Time Standing In Line For Takeout? Here’s How To Get ANY Restaurant Delivered To Your Door Without Ever Having To Even Talk To Another Human Being
Headline Formula #15: Lead With The Guarantee
Template:
[Get Ultimate Benefit] In Only [Timeframe] Or Your Money Back
Example:
Have A Fully Functioning Website Up And Running Within 30 Days Or Your Money Back
Headline Formula #16: Contradict To Pique Interest
Template:
Why [Area Of Interest] Did/Didn’t [Do/Not Do Something Obvious To Get An Expected Outcome]
Example:
Why America’s Fastest-Growing Company Didn’t Focus On Driving Revenue
Headline Formula #17: Be Upfront About Their Pain
Template:
Most [Avatars] [Experience Pain] - But You Don’t Have To
Example:
Most Software Engineers Get Burnt Out Quickly - But You Don’t Have To
Headline Formula #18: Make A Huge Promise To Gain Their Attention
Template:
[Get Ultimate Benefit] By [Large Progression] In [Unheard Of Timeframe/Promise]
Example:
Grow Your Business By 10X In The Next Three Months
Headline Formula #19: Give Them A “Reason Why”
Template:
X Reasons Why [Market] Actually Need [Product/Service/Technique]
Example:
5 Reasons Why SaaS Companies Actually Need Less Automation
Headline Formula #20: Sell The Bonuses
Template:
Get Access To $X In [Product Info]
Example:
Get Immediate Access To $9,957 In SEO Training Responsible For Seven Figures In Online Product Sales
Headline Formula #21: Make An Intensely Contradictory Promise
Template:
[Get Ultimate Benefit] By [Not Doing Something Previously Thought To Be Necessary]
Example:
Crack Open The Doors To 5X More Website Traffic By Putting Out Less Content
Headline Formula #22: Ask A Question
Template:
[Question Related To Their Interests/Identity]
Example:
Are You Aware Of This Technological Shift In The Marketing World?
Headline Formula #23: Create And Share New Terminology
Template:
Use [New Term] To [Get Benefit]
Example:
Use “Hidden Profit Transmitters” To Generate More Traffic For Your Website
Headline Formula #24: Ask For Direct Action
Template:
[Take Action] To [Get Benefit] With [Tool/Method]
Example:
Send This 9-Word Email Out To Revive Dead Leads
Headline Formula #25: Share Newsworthy Information
Template:
Here’s What [Trusted News Source] Says About [Market/Product/Service]
Example:
Here’s What The Wall Street Journal Says About The Role Politics Plays In The Real Estate Market
An Excerpt From The Bonus Section Of The 52 Headline Formulas Book
Can You Be More Specific?
A common problem I see when looking over the copy of others is how unspecific the benefits are.
If you want to breathe life into your copy, you should always ask, “how can I be more specific here?”
For example, a fitness coach I was mentoring wanted to write this:
“Don’t feel guilty about eating sweets anymore!”
I challenged her to get more specific, and five minutes later we came up with this:
“Smile and tell the waiter that you’d love to see the dessert menu next time you’re out to dinner, without feeling guilty, or worrying about having to explain to everyone why you’ll pass on the cake.”
Always be more specific.
Get the rest of the headline formulas and bonus techniques here.