Ultimate Headline Formulas Your Copywriter Is Hiding From You

When I started working as a digital marketing specialist, I wrote a few landing pages for various clients across countless industries. I don’t craft copy for landing pages now but I still write copy for ads and emails.

Here are some headline formulas that you can leverage for your next copywriting project.

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How To [Do Something] [Benefit]

With How-To guides being one of the popular blog post types, it’s no wonder that this is also the go-to headline for copywriters.

The formula for this is pretty simple: “How To” + Do Something + Benefit

Here are examples of how it works

• How To Write Powerful Headlines That Convert
• How To Start A Business And Make Money Right Away

The key tip here is that whatever you’re teaching or sharing knowledge on should be something people want to know. There should be high interest in this topic where people want to learn more about it.

Number

As the name suggests, this is where you include a number in your headline.

Do use numerals instead of spelling them out. These digits stand out better and take up less space. It also makes readers pay attention.

• 10 Attention-Grabbing Headlines That Get Clicks
• 3 Essential Elements Of A High-Converting Headline

See how these number-littered headlines stand out among other headlines?

Photo by Magda Ehlers on Pexels

Ultimate

Rather than formula, this is simply adding the word “Ultimate” in your headline. I like this power word because it denotes “best” and “greatest”.

Just look at the title of this blog post! The headline definitely worked because you’re reading this right now. And you probably clicked on it because the title communicates that this article contains a curated list of best headline formulas.

The Secret Of

Similarly, you can include the phrase “The Secret Of” in your headline. “Secret” is a power word that I really love.

Here are some examples

• The Secret Of Successful Copywriting
• The Secret Of Writing Persuasive Copy

Although this works well for headlines on your web pages or landing pages, it might not work as well for your blog title. Yes, it’ll get clicks from people who are interested to learn more. But search engines might prioritize words like “tips” and “how to” which are more direct.

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[Number] Secrets [Someone] Is Hiding From You

This headline formula is quite straightforward: Number + “Secrets” + Someone + “Is Hiding From You”

For the number part, I strongly recommend that you use an odd number. If you look at articles that rank high on search engines, you’ll notice that most of their headlines use an odd number.

Here’s an example: 7 Secrets Your Copywriter Is Hiding From You.

Why [Something] Is The Secret Ingredient

This headline is great for emphasizing a certain thing or tool.

All you have to do is replace “something” in the formula: “Why” + Something + “Is The Secret Ingredient”

Here are some examples

• Why Copywriting Is The Secret Ingredient
• Why KWFinder Is The Secret Ingredient

You can add to the headline and elaborate further like “Why KWFinder Is The Secret Ingredient To SEO Keyword Research”.

Little Known Ways To

Again, this requires including “Little Known Ways To” in your headline.

The idea is similar to “secret” which is little known but powerful. You can also add a number to make it more impactful.

For instance, 3 Little Known Ways To Shorten Copy Without Losing Impact.

Get Rid Of [Problem] Once And For All

This headline speaks to the readers’ pain point where you directly point out the problem that they’re trying to solve.

You simply have to state the problem in the formula: “Get Rid Of” + Problem + “Once And For All”

• Get Rid Of Writer’s Block Once And For All
• Get Rid Of Unproductive Habits Once And For All

Cliffhanger

So this is one of the harder headlines. There isn’t a formula for this.

The key point to remember is that it’s a cliffhanger headline. Cliffhanger is a suspenseful situation occurring at the end of a chapter, scene or episode.

Here are some examples:

• How Losing A Big Client Made Me A Better Marketer
• How Losing A $10K Contract Led To A $100K Deal

Try to craft the headline in such a way that people can’t help but click. There should be an irresistible urge to read more.

Photo by Pete Johnson on Pexels

How [ ] Can Keep You [ ]

This headline is about highlighting a consequence. The consequence can be positive or negative. The key is that the consequence must be something that people want.

The formula is simple: “How” + Something + “Can Keep You” + Consequence

• How Upskilling Can Keep You From Losing Your Job
• How A Healthy Diet Can Keep You Happy

You can also tweak it slightly. For instance, 5 Email Marketing Copywriting Tips To Keep You Out Of The Junk Folder.

How [Something] Killed [Something]

Again, this headline formula is quite straightforward: “How” + Something + “Killed” + Something

For example, How Bad Copywriting Killed Business Opportunities. Again, you can tweak it: How Mediocre Copywriting Can Crush Your Startup’s Chance For Growth.

Photo by Joël Super on Pexels

Warning: [Bad Consequence] By Not [Doing Something Right]

You need to clearly state the pain point for this headline: “Warning:” + Bad Consequence + “By Not” + Doing Something Right

• Warning: You’re Losing Sales By Not Investing In The Right Marketing Channels
• Warning: You’re Leaving Money On The Table By Not Leveraging Data To Make Data-Driven Decisions

Even If

This headline is about how you can easily do a complex thing.

The formula is: “Now” + Highly Desirable Thing You Can Do + “Even If” Objection

I think it works great for promoting a product or service. For instance, Now You Can Build A Beautiful Website Even If You’re A Design Noob. This headline can be used to promote Elegant Themes Divi where even newbies can build beautiful websites with its drag-and-drop visual builder and numerous premade layouts.

Before – After – Bridge

As its name suggests, this headline formula includes before, after and bridge.

• Before: Describe a problem
• After: Describe what it’s like having the problem solved
• Bridge: Explain how to get there

Here’s an example:

• Successful Marketing Strategy Is Built On Thousands Of Failures. Imagine Getting Insider Hacks & Starting Off On The Right Foot. Here’s How.

Photo by Tae Fuller on Pexels

Now It’s Your Turn

Remember, you can always mix and match formulas. Also, you don’t have to follow these formulas to a T. Do tweak them according to your needs and goals.

Have you tried any of these headline formulas? How were the results?

Double-check and correct your grammar, spelling and punctuation mistakes with proofreading tools like ProWritingAid.