More than three-fourths of your message’s success depends on one thing: the headline. And it has no more than three seconds to do the job.
Either your reader will be intrigued and keep on reading, or your message will fall flat on its face, never to be picked up again. Needless to say, it’s important for your headline to hit the mark.
Fortunately, headlines are like great stories. A handful of formulas can create an endless supply of unique, creative solutions.
What’s that you say?
You think it’s cheating to rely on formulas? Nothing could be further from the truth.
Even Shakespeare used formulas. He didn’t invent the plots of his plays. Romeo and Juliet and Much Ado About Nothing were based on well-known stories. Shakespeare probably worked on deadlines just as we do, so he borrowed plots from Plutarch, English history, as well as past and contemporary writers.
Don’t think of it as copying. A formula is a map that can get you to your destination quicker and with fewer mistakes.
All you have to do is plug in your specifics. Tweak it to give the message your own voice and tone. And then let it go. There’s no sense in not using a tried-and-true formula if it’s been proven to get results.
9 powerful headline formats
1. The Offer + Benefit headline.
This works best if your product is extremely well known or your price is unbelievably low. The benefit is mentioned to add value to an already great offer.
Yours for only $[price]
The Best in [emotional benefit, promise]
[product] saves you money with this great special offer…
[Spell out your offer.]
# ways to save time and money…
2. The Gift headline.
People love anything free. If you’ve got a great premium, consider leading with it.
Keep this gift even if you don’t buy a sizeable bargain we’re offering.
Free [premium offer] with [value-added benefit]
You are cordially invited to receive
a free [product/service] with [value-added benefit]
prepared by [role within company] of [company]
3. The Thought-provoking Question headline.
Be careful leading with a question. If your prospect can answer with a quick yes or no, they may dismiss you before they begin reading. Ask a question that’s intriguing or suggests a hidden benefit, and you’ll get their attention.
Will There Be [something scarey] in the [days/months/years] Ahead?
This is an ordinary [common item] [Include a picture of it.]
It could belong to anyone, but…
Suppose it was yours?
4. The Problem headline.
The problem lead is a great way to hook your prospects. The trick is to get them nodding their heads. Let them know you understand their problem and then introduce your product or service as the solution.
Tired of [irritations caused by problem]?
Do your [type of products] make you feel [negative feeling]?
Do they
How many of these common [activity] mistakes
are causing you to work harder than you really have to?
5. The Big Benefit headline.
Especially if your product isn’t well known, sell the benefit. But even if it is, people buy benefits, not products. Make sure your promise is big. Then make sure you can deliver the goods.
At last! [big benefit]
In spite of [specific challenges in production or delivery]
…at a price that will make you smile [or some other related response]
If you want to [life benefit]…
Don’t mind hard work [or other character-trait requirement]…
Like to [character-trait requirement]…
[premium or trial offer]
And I want you to keep it. FREE!
6. The Introduction headline.
Suggest that the world has been waiting for this product and won’t be the same now that it’s here. Focus on the exclusivity of being one of the first to own it and on the ways it will make life better.
Now you can have your own [metaphor/image for product]
Introducing: [name product]
The first and only [product category with specific desirable benefits]
7. The Secret headline.
Everyone wants know be in the know. Offer insider information, and you’ll definitely capture your reader’s interest.
From one [member of target audience] to another…
Here’s one [necessary information, fact, secret]
your [teacher, parent, guide] probably never told you!
8. The Magic Number headline.
This works extremely well if you’ve reduced a complicated task to a few numbers or created a comprehensive list with a large number. Here’s a tip: Beware of using numbers in multiples of 5 or 10. Odd numbers are your best bet.
Do You Make These # Mistakes in your [activity, job]
# Ways to…
# Steps to…
9. The How-to headline.
If you’ve hit on something your reader needs to know how to do, and if you can honestly tell them how to do it, the How-to is a great way to lead. Be careful, though. If your reader won’t walk away from your article or sales letter knowing how to do whatever you promise, they’ll feel cheated. That’s not a great way to begin a relationship.
How to [accomplishment] by [unexpected action]
How to [accomplishment] in [time frame]
How to turn [problem] into [benefit]
How to improve your…
How [someone like your prospect] [accomplished a desirable
outcome] by [something unexpected]
Find the right headline and most of your job is done
Remember, you have approximately three seconds to convince your prospect to read your marketing message. Whether it’s an article, a sales letter or an ad, your headline is the key to great results. Get it right, and 80% of your job is done.
Great marketing isn’t always about perfect writing. It’s about connecting with your prospect on an emotional level. If you need help, let me know. I’d be happy to help.
Have you seen a great headline recently? Or do you struggle with finding the right way to get into your message? I’d love to hear your thoughts. Write your comments below.