Headline formulas are templates for consistently writing effective headlines over time. They provide the scaffolding for composing head-turning messages that capture the audience’s attention and entice them to click on your posts. Headlines written with the help of headline formulas rarely go out of fashion, even if the respective formula sheds off some of its initial appeal with customers during its novelty phase.
Here’s an assortment of 101 highly potent headline formulas to secure your posts and pages multiple top 10 spots in the SERPs.
1. Do You Make These [Number] [Industry] Mistakes?
A variation of the popular title “Do You Make These Mistakes in English?” by Max Sackheim, this headline formula introduces a number to increase your articles’ click-through rate (CTR).
Example: “Do You Make These 17 Baking Mistakes?”
2. [Target Audience]: Are You [Undesirable Outcome]?
By uncovering your target audience’s pain points, you’re more likely to get more people to click on your headlines.
Example: “STEM Alumni: Are You Struggling To Pay Off Your Loans After Graduation?”
3. Who Else Wants [Desirable Outcome]?
Framing is important. The “who else” part signals to readers that someone, somewhere has already achieved the outcome they want. This formula leverages social proof to generate more interest in customers.
Example: “Who Else Wants Strong and Healthy Joints Over 60?”
4. [Number of Ways] To Achieve [Desirable Outcome]
Provide your audience with step-by-step guidelines to get from where they are to where they want to be.
Example: “17 Beginner-Friendly Steps To Achieve That Highly Coveted Beach Body”
5. How To Master [Product/Solution] in [Timeframe]
People want shortcuts to mastery and success. They won’t always get them, but it’s nice to provide your prospects with an idea of where to start.
Example: “How To Master Direct Response Copywriting in 2.5 Weeks”
6. Is your [Service Provider] Doing [Something Bad]?
This formula has the potential to produce viral headlines if done right. First, identify the ideal buying persona you’re trying to target in your niche, and then use this formula to get them to pay attention.
Example: “Is Your Local Supermarket Ripping You Off?”
7. [Complete an Action] Like [Leading Authority] — Without [Pain Point]
Invoking a leading authority in your targeted niche can work wonders in getting the right prospects to read and positively respond to your message. The twist at the end acknowledges their pain points without being preachy.
Example: “Drive Like Kimi Räikkönen — Without Setting a Foot in an F1 Race Car”
8. The Ultimate Guide To [Achieve a Desirable Outcome]
A classic headline formula if we ever saw one, this blueprint never stops being effective despite its ubiquitous presence online. Use this approach for comprehensive guides, beginner-friendly explanations, or longer copy that require an effective headline.
Example: “The Ultimate Guide To Building Your First Gaming PC”
9. The [Product/Service Description] for [Target Audience]
This formula encourages you to be direct and upfront with your audience, providing them with a decent number of hooks without giving out too much information.
Example: “The All-In-One Trading App for Smart Investors”
10. How To [Perform Action] Without [Undesirable Outcome]
Another version of the “How To” headline, this formula feels like you’re revealing cheat codes to your audience. The more outrageous the undesirable outcome, the more tempting the headline becomes.
Example: “How To Rake a Garden Without Getting Dirt in Your Boots”
11. Why [Outrageous Claim]
Outrageous headlines will drive more clicks, but they come at a cost. If you don’t justify the claim in your copy, people will lose confidence in your brand.
Example: “Why Cronyism Is Actually Healthy for a Stagnant Economy”
12. [Number] Secrets These [Industry] Experts Don’t Want You To Know
Exposing hidden knowledge is always fun, acting as a hook to generate curiosity while going on an exciting reading adventure.
Example: “13 Secrets These PPC Experts Don’t Want You to Know”
13. Warning! Are You [Undesired Action/Outcome]?
Starting your headlines with “warning” signals readers to stop and read your copy. The undesired action or outcome makes them think, increasing the chances of them becoming paying customers down the line.
Example: “Warning! Are You Applying This Cream That Could Lead To Dry Skin?”
14. [Number] Strange Facts About [Service Provider] That Will [Exaggerated Claim]
The word “strange” fires up your visitors’ imaginations, urging them to open your posts as soon as they finish reading the headline. Back in the day, Cracked[.]com used this formula extensively to great success, even if the presented facts weren’t that strange to begin with.
Example: “7 Strange Facts About AT&T That Will Forever Change Your Outlook on Cell Phone Networks”
15. [Number] Mistakes People Make When [Everyday Action]
Here, the common action at the end of the headline is key. It’s used to grab the attention of visitors who otherwise wouldn’t be interested in hearing the rest of the story.
Example: “10 Mistakes People Make When Drinking Tap Water”
16. These Lesser Known Facts About [Product/Industry] Will [Impactful Word/Phrase]
This headline framework and its numerous variations are results-driven and very fun to work with. You can apply it to any industry or niche you can think of.
Example: “These Lesser Known Facts About Google Ads Will Knock Your Socks Off”
17. Are You Still [Everyday Action]?
The phrasing of this formula implies a common mistake people make while performing an everyday action. Use this to your advantage to show them an alternative product/service and close the deal.
Example: “Are You Still Cooking With Vegetable Oil?”
18. The [Number] Minute Guide To Improving Your [Skill]
If people know how long (or short) something takes to complete, they will be more likely to engage with the corresponding suggestion.
Example: “The 8 Minute Guide To Improving Your Jump Shot”
19. No, You [Preemptive Objection] To [Achieve Desirable Outcome]
Reaffirming existing knowledge makes your readers think: “I knew I was right! Now let’s see why my intuition was correct.”
Example: “No, You Don’t Have To Run Every Single Day To Stay Lean”
20. How To Get Rid Of [Undesirable Trait] for Life
Benefit-focused headlines will always outperform feature-oriented ones. However, tread carefully. This formula, including its close variations, has been used in tons of infomercials over the years, so its potency might be still there but limited to a selected few niches.
Example: “How To Get Rid of Acne for Life”
21. How [Product/Service] Changed My Life
Let’s face it: we’re wired for story. Plus, a great story begins with a great headline, and this formula will help you achieve just that.
Example: “How an Old John Deere Weed Trimmer Changed My Life”
22. The Ultimate Secret To [Industry/Niche]
As multi-purpose as it gets, this popular framework allows you to be as specific or as general in your headlines as you can be.
Example: “The Ultimate Secret To Flawless Mortise and Tenon Joints”
23. How [Seemingly Mundane Action] Can Lead To [Undesirable Outcome]
Sometimes, what seems like a harmless activity can turn out to be more dangerous than initially thought. Playing to that fear can work wonders for your CTR, but try not to spook people with exceedingly absurd claims.
Example: “How Washing Your Hands With Bar Soap Can Lead To Skin Rashes”
24. Hate [Undesired Action]? Use [Product/Service] Instead!
The undesired action at the headline’s beginning creates interest, while the promotional part presents an alternative to said action. It’s like lifting an emotional burden from your prospects’ minds and offering them a proverbial panacea in its place.
Example: “Hate Doing the Dishes? Use Our Insta-Clean Pods Instead!”
25. [Number] Hacks To Achieve [Desirable Outcome]
Are you keen on using numbers in your titles? Hint: include odd numbers to increase your CTR average across all posts.
Example: “19 Hacks To Achieve SEO Mastery”
26. Let’s Stop [Perceived Undesired Action]!
This formula is commonly known as a “rally cry”, or something that calls on people to take immediate action. It can be used both with an undesired action or a perceived harmless action.
Example: “Let’s Stop Eating Mercury-Contaminated Fish!”
27. [Number] Things I Wish I Knew Before Getting Into [Popular Activity]
The formula leads with a number to draw attention and then leverages a popular activity to generate interest. It also promises a fun reveal of facts people wish they knew before engaging in said activity.
Example: “11 Things I Wish I Knew Before Getting Into Pokemon TCG”
28. We Analyzed [Number] [Parameter] and What We Learned Surprised Us
An open-ended formula you can play with to reach your target audience. For example, instead of “what we learned surprised us”, you can also use the phrase “this is what we learned” for a more informational approach.
Example: “We Analyzed 1,000 Landing Pages and What We Learned Surprised Us”
29. [Number] Secrets Your [Trustworthy Person] Doesn’t Want You To Know
This blueprint considers two powerful triggers: exclusive information and subversion of authority. The number promises a finite list, while the second part of the formula suggests that someone whom we deeply trust is withholding information from us, often to their benefit and to our detriment.
Example: “17 Secrets Your Dentist Doesn’t Want You To Know”
30. Why [Product/Service] Makes You [Desirable/Undesirable Outcome]
Grabbing people’s attention is a tall order. This formula does an excellent job of drawing more eyeballs by virtue of curiosity, persuasion, and future improvement. Reading the title will make prospects wonder how the product/service will help them—if you’re ending on a desirable outcome or hindering their efforts in the case of an undesirable one.
Example: “Why Coffee Makes You Dumber by the Minute”
31. [Notable Person] and Their [Object] Doing [Something Funny]
People are known to like funny or preposterous stuff, and this headline formula plays right into that particular trope. Works best for celebrity news, gossip, and quiz sites like Buzzfeed or TMZ.
Example: “Watch Hulk Hogan and His Giant Hands Playing on a Tiny Piano”
32. The Zen Of [Product/Service]
In Western society, the word “zen” denotes calmness, peace, tranquility, and thoroughness. By associating it with a popular subject of interest, you’re essentially creating an inviting hook that your target audience will likely enjoy.
Example: “The Zen Of Python”
33. Breaking: [Viral Story]
Trending and viral topics tend to pick up traction quickly. If you can get into the zeitgeist before anyone else, or, at least, at the same time as everyone else, you’re more likely to create a winning article.
Example: “Breaking: Concord Somehow Returns—This Time Taking the Mantle of a Live Service Game”
34. Are You Safe From [Undesired Action]?
This framework has two key things going for it: it addresses the reader in the second person and it spearheads themes like uncertainty and ambiguity. Customers might feel like these headlines are speaking directly to them, protecting their well-being with timely and relevant information.
Example: “Are You Safe From the Onslaught of AI-Generated LLM-Written Slop?”
35. An [Emotionally Charged Word] To [Achieve Desirable Outcome]
This two-step template plays on the practical aspect of solving a problem while encouraging the emotional receptiveness of readers. It’s a winning headline formula that is sure to leave visitors wanting for more.
Example: “An Infallible Plan To Generate More Online Sales”
36. Imagine [Desirable Outcome]
Often, the feeling of anticipating something beats actually getting there. This methodology stirs readers’ imaginations, encourages their thinking about potential outcomes, and urges them to picture the ultimate end goal. Together, these three elements trigger multiple dopamine hits that visitors will readily embrace, energizing them to interact with your content.
Example: “Imagine Owning Tesla and SpaceX”
37. [Number] [Adjective] [Product/Service] [Desirable Outcome]
This formula has everything: a number to draw attention, a powerful word to generate interest, a subject of interest to ignite curiosity, and a positive outcome to end on a high note.
Example: “9 Feverishly Potent Email Subject Lines To Skyrocket Your Open Rate”
38. [Number] Reasons Why [Industry/Niche] [Desirable/Undesirable Outcome]
The trick with this formula is to make the reason as interesting as you can. Readers won’t click on a headline with boring, vague, or overdone reasons—even if the preceding concept sounds promising on its own.
Example: “15 Reasons Why ‘Legacy’ SEO Is Dead in the Water”
39. [Number] Little-Known Ways To [Desirable Outcome] [Number X Will Surprise You]
If you’re unsure about your next headline, go with a list. Lists are some of the best-performing article formats today, simply because they provide structure, they’re easy to digest, and they offer a scenic pathway into popular contemporary topics.
Example: “17 Little-Known Ways To Get More Leads (Number 5 Will Surprise You)”
40. Get More [Desirable Outcome] With [Product/Service]
This framework plays a lot like an inverted version of headline formula #39, in that it puts the desirable outcome before the big revelation—the latter which is supposed to solve the audience’s problem. It’s also very flexible, so you can use it both as the main headline and as an accompanying subheadline in your posts.
Example: “Get More Social Media Engagement With Human-Vetted Image Thumbnails”
41. [Product A] Outperforms [Product B]—But There’s a Catch
The entire appeal of this formula is not in the comparing approach but in the twist at the title’s end. A phrase like “but there’s a catch” opens up a knowledge gap that readers will become eager to fill by engaging with your content.
Example: “DeepSeek’s Latest Model Outperforms OpenAI’s GPT-4o—But There’s a Catch”
42. [Number] Things Only [Industry Professionals] Will Understand
Yet again, this headline formula promises to let the reader in on a secret knowledge few in the industry have access to, generating interest, sparking curiosity, and driving clicks at a high percentage rate.
Example: “23 Things Only Hardcore C# Coders Will Understand”
43. You Won’t Be [Positive/Negative Claim About the Future]
Framing your headline like you can predict the future can sometimes ruffle a few proverbial feathers, but the long-term gains from it are worth the risks.
Example: “You Won’t Be Able To Outcompete Cheap IT Labor From Overseas in Q3 2025”
44. You [Fewer Than 3 Words About the Topic]
Being on the shorter side has its advantages: it’s easier for readers to comprehend what they’re about to engage with, it’s digestible, and it’s punchy. However, use this formula sparingly to avoid taking your outlet’s reputation over the long haul.
Example: “You Can’t Outperform Robots”
45. The Lazy Person’s Guide To [Industry/Niche]
Popularized by Joe Karbo back when direct mail advertising was still a thing, this formula can be adapted for modern times to include popular themes, subjects, industries, and niches—all while preserving its original flair.
Example: “The Lazy Person’s Guide To Prompt Engineering”
46. [Product/Service] Is Nice, But [Product Downside]
A small gesture of honesty in your titles will go a long way toward building your brand’s reputation with prospective customers. Explicitly stating a product con is a signal that you’re being objective, open-minded, and constructively critical.
Example: “The New Logitech G502 Is Nice, but It Doesn’t Track As Well on Polished Surfaces”
47. [Number] Lessons We Learned From [Event] [Teasing One of the Points]
This headline formula won’t work without the teasing addition at its tail end. Hinting at one of the points as a standout is what creates anticipation, which drives interest, which in turn leads to more clicks.
Example: “15 Lessons We Learned From the Chiang Mai SEO Conference (#5 Took Us by Surprise)”
48. [Desired Action] [NOW]
The immediacy of this framework acts as a rallying call to engage with the copy. It’s akin to a warning sign in the middle of a busy traffic intersection.
Example: “Improve Your Direct Response Copywriting NOW”
49. [Number] Mistakes To Avoid When [Desired Action]
People don’t want to make mistakes, especially when someone else has gone through the same experience in the past and now advises against repeating their inefficiencies. In summary: it’s better to learn from others’ mistakes than plunge head-first into uncharted territory and risk committing the same mistakes for the first time.
Example: “7 Mistakes To Avoid When Onboarding New Hires”
50. They Laughed When [Action 1] — but When I [Action 2]
Legendary copywriter John Caples had sold millions of customer subscriptions using this headline formula and for a good reason too. It’s impactful, engaging, exciting, and stimulating all at the same time. A contemporary variation of Caples’ blueprint could do wonders in engaging the modern customer.
Example: “They Laughed When the Street Seller Addressed Me in Japanese — but When I Spoke Back!”
51. [Industry Professionals:] Who Wants [Desirable Outcome]?
This headline is literally shouting out the audience it wants to target, making it an easy pick as your go-to formula more often than not.
Example: “Architects: Who Wants Insider Plans for Designing Sustainable Megastructures?”
52. Are You More Like [A] or [B]?
Comparison titles are fun and engaging, providing those dopamine triggers even before people click on the result. Use this framework for quizzes, listicles, or other types of interactive content.
Example: “Are You More Like Aristotle or Plato?”
53. I Stopped [Common Action] Forever and Here’s Why You Should Too
Frowning upon a common action (like surfing the internet or washing the dishes) serves as the perfect pattern interruption method. It can quickly turn uninterested visitors into warm leads in a single sentence.
Example: “I Stopped Using Dating Apps and Here’s Why You Should Too”
54. [One-Word Headline]
This is an extravagant headline formula that should only be used by seasoned marketers and copywriters who generally know what they’re doing. Everyone else should steer clear to avoid confusing and flabbergasting their audiences.
Example: “Bioware?!?”
55. [Two-Word Headline]
This headline formula continues in the vein of #54, but it’s no less fickle to work with. Use it with caution or avoid using it at all.
Example: “Luka Doncic?”
56. [Three-Word Headline]
Together with formulas #54 and #55, this formula completes the trifecta of exotic headline frameworks to build your titles. They were all pioneered by John Caples and can find a wide range of uses today.
Example: “Tim Cook Cooks”
57. [Four-Word Headline]
Despite coming up with one, two, and three-word headlines, John Caples did not think of a four-word headline. Slight jabs aside, use this blueprint in conjunction with several emotionally charged words to compose engaging headlines.
Example: “Sample Exotic Cheese Now”
58. Get [Desirable Outcome] By [Seemingly Unrelated Action]
If you can pair an action that, on the surface, has no relation to the final outcome, you’ll get more people to open and read your stuff thanks to the surprise factor.
Example: “Get Pearly White Teeth by Drinking Through a…Straw?”
59. The Complete Assortment of [Number] [Industry/Niche]
Collections, compilations, and libraries signify a complete source of information gathered from multiple sources and stored in a single file or place. People love acquiring and browsing through complete collections and will often pay a premium price to access them.
Example: “The Complete Assortment of 1000+ CTA Designs”
60. [Product/Service] Won’t Have [Feature A] — but It Will Have [Feature B]
In this framework, try to follow the first feature with a more outlandish feature for the best impact on audiences.
Example: “The New iPhone SE 4 Won’t Have a USB-C Port — but It Will Have a Direct Starlink Uplink”
61. The [Unproven Product/Service] That [Leading Authority] Now Recommends
This blueprint is akin to finding a needle in a haystack, transforming a seemingly inferior product or service into something you’d recommend to a friend.
Example: “The Highly-Downvoted Portfolio Management Course That Warren Buffet Now Recommends to His Children”
62. [Percentage] Of [Industry Professionals] Are Wrong About This One [Industry/Niche]
In this formula, the statistical claim isn’t that important compared to the mystery behind it. Build enough anticipation, and you’ll have a definitive winner of a headline you can replicate indefinitely.
Example: “95% of Lawyers Are Wrong About This One Inheritance Clausule”
63. A [Study] Claims [Desirable/Undesirable Outcome]
The effectiveness of this formula will mainly depend on the study it’s based on, so try to find an intriguing study that can be transformed into a good story.
Example: “A 2024 Study Claims It Found Alexander The Great’s Lost Tunic”
64. To The [Target Audience] Who Will Settle for Nothing Less Than [Desirable Outcome]
Directly addressing your target audience while proposing the best outcome in a particular scenario makes for a juicy, extremely clickable headline.
Example: “To The Real Estate Sharks Who Will Settle For Nothing Less Than Total Market Takeover”
65. [Product/Service] for [Target Audience] Has Arrived!
Product announcements are typically boring, but why should they? The combination of an eager tone plus a hurriedly enthusiastic approach generates hype like none other. Customers will be flocking in droves to check out articles created with headline formula #65.
Example: “Chess 2.0 for Low Elo Enthusiasts Has Arrived!”
66. Can You Find The Problem With This [Product/Service]?
This formula works well together with an image, but you can also use it without a visual pairing to create a curiosity hook and tap into the audience’s internal thinking to compare things and solve puzzles.
Example: “Can You Find The Problem With This WordPress Site?”
67. Your [Desirable Outcome] Now In [Unusual Format]
Take your readers by surprise, and you’ll see an immediate bump in your average click-through rate (CTR).
Example: “Your Favorite JavaScript Tutorials Now Available In Audiobook Format”
68. A Little Mistake That Cost An [Industry Leader] [Big Loss]
Mistakes have consequences, but the drastic ones get the most clicks. This headline formula traces a very undesirable outcome back to a single mistake, which should make for an interesting read.
Example: “A Little Mistake That Cost a Fortune 500 CEO $1500 a Day”
69. [Number] [Desirable Outcome] Hiding in Your [Industry/Niche]
The fact this formula suggests an improvement tactic that’s near and dear to the prospect will, yet again, take them by surprise. Additionally, the knowledge gap they’ll experience will make them want to hear more.
Example: “7 Traffic Optimization Tips Hiding In Your GA4 Dashboard”
70. [Time Period] [Number] [Target Audience] Used [Product/Service] To [Desirable Outcome]
This formula sounds like a mouthful, but it still gets the job done regardless of its seemingly complicated structure.
Example: “Last Month 500 Aspiring Artists Used YouTuber Pwnisher’s ‘Chasm Call Challenge’ To Improve Their 3D Modeling Skills”
71. Passionate About [Industry/Niche]? We Are Too
Sometimes, identifying with your target audience will make them feel like you’re a part of their cohort. In turn, they’ll be more likely to read your content and follow your advice.
Example: “Passionate About Quantum Computing? We Are Too”
72. How I Made a [Desirable Outcome] With An [Unusual Idea]
The trick with this entry is to deliver on your promise. If the unusual idea doesn’t work, your audience will develop immunity to upcoming articles featuring the same headline model, abandoning your website in droves.
Example: “How I Made Six Figures in January With Discarded Coupon Cards”
73. How One Word Can Get You [Undesirable Outcome]
This formula utilizes the disruptive potential of a single word, with a semantic power that resonates with readers at a deeper psychological level. The headline’s sentiment can be both positive and negative.
Example: “How One Word Can Get You Demoted at Work”
74. An Eye-Opening Fact About Your [Industry Professional] [Desirable Outcome]
A formula with choices, you can replace the emotionally charged word/phrase from “eye-opening” to “startling”, “jarring”, or “astonishing”—and still get a decent CTR.
Example: “An Eye-Opening Fact About Your Dentists’ Tax Returns”
75. You Probably [Vague Statement]
Depending on your audience, this headline formula might not work as intended. However, one thing the framework does is it creates enough curiosity for people to pause, think, and maybe take you up on your promise depending on their mood.
Example: “You Probably Can’t Parallel Park”
76. Find Out How [Desirable Outcome] When [Undesired Action] — Even if [Exaggerated Claim]
This formula is closely structured to the first three phases of the AIDA copywriting formula, which stands for attention, interest, desire, and action.
First, you’re getting the readers’ attention by using the “find out” phrase, then, you’re generating interest by interjecting an undesired action in the middle of the headline. Finally, you’re putting forth an exaggerated claim to plant the seeds for a desire in the prospects’ minds, after which they’ll be more likely to do the action that is required of them—like purchasing a product or subscribing to a service.
Example: “Find Out How To Lose Weight When You’re Doing Zero Progress — Even if You’ve Tried Every Weight Loss Diet Known to Humankind”
77. The Ugly Truth About [Product/Service]
“Ugly” is one of those powerful words intentionally used to stop people in their tracks, divert their attention to your headline, and play on their curiosity drives to urge them to read it. Other power words include “inconvenient”, “embarrassing”, “brutal”, “shocking”, and “messy”.
Example: “The Ugly Truth About Online Get-Rich-Quick Schemes”
78. Stop [Undesired Action] And Start [Desired Action]
You can use this headline framework with or without “how to” at the start of the variation, and each one of these two works just as fine.
Example: “Stop Doom Spending and Start Thinking About Your Retirement Savings Plan”
79. Advice To [Target Audience] Whose [Close Person] Won’t [Desired Action]
Some of the pain points in this formula might hit very close to home, which can create frustration, tension, and agitation. On the flip side, offering advice will make audiences feel relatable and welcome, thus compelling them to continue reading on to solve their problem.
Example: “Advice To Law Students Whose Families Won’t Support Their Studies”
80. Think [Industry/Niche] Is Just For [Industry Professionals]? Meet This [Unconventional Participant] Who Might [Surprising Revelation]
The unconventional nature of this formula will take readers by surprise, generating a strong incentive to click and find out more about the topic. Works great for tabloids, daily publications, and local news outlets.
Example: “Think Skydiving Is Just for Adrenaline Junkies? Meet This Stay-at-Home Mom Who Might’ve Found Her True Calling”
81. Here’s The [Power Adjectives] Way To [Desirable Outcome]
The goal of this formula is to make the prospect think: “I’ve tried an innumerable number of tactics to achieve my goal, but maybe I’ve missed this one. I should definitely check it out.”
Example: “Here’s The Game-Changing Way To Boost Your Online Sales”
82. A New Kind of [Product/Service] Encourages [Industry Professionals] To [Desirable Outcome]
In marketing, novelty is a powerful psychological trigger that does three main things: it releases dopamine in the brain which stimulates curiosity, it keeps people on their toes which creates anticipation, and it gives rise to early adopters which drives up demand. Hitting all three means hitting the headline lottery.
Example: “A New Kind of Sugarless Soda Encourages Athletes To Do Longer Workouts”
83. Get/Build/Create a [Product/Service] You Can Be Proud Of
This type of headline works best for shorter forms of direct response copywriting, including social media ads, paid search ads, and short video clips.
Example: “Build a Landing Page You Can Be Proud Of”
84. New Free [Product/Service] Shows You [Number] Secrets Of [Desirable Outcome] Without [Undesired Action]
“New” and “free” work as effective attention-grabbing adjectives by themselves, so what if you combine them into a single headline? A great use case for this formula is when your product or service carries a powerful value proposition, which you can then highlight using these exact two power words.
Example: “New Free SEO Course Shows You 11 Technical Secrets of Improving Page Load Speed Without Spending a Dime”
85. What’s New In [Industry/Niche]?
This headline framework is framed in a way that makes you sound like a leading authority in a given industry or niche. It’s up to you to justify that fact by following up with up-to-date news in your copy exactly like you’ve implied in your headline.
Example: “What’s New In Google Analytics 4 (GA4)?”
86. [Unconventional Action] For [Amount of Time] Will Lead to a [Desirable Outcome] — Here’s How
This formula is turning conventional wisdom over on its head, creating ample incentives to follow through on its quirky promise.
Example: “Napping During Meetings for 5 Minutes at a Time Will Make You Sharper and Give You a Slight Edge — Here’s How”
87. Give Me [Amount of Time] and I’ll [Desirable Outcome]
Social media marketers, freelancers, and essentially all solo entrepreneurs can use this headline blueprint to create head-turning, enticing titles customers will love to read. It can also be adapted to serve a broader audience by switching to a different person such as a third person (He/She) or a second (You) person.
Example: “Give Me 3 Days and I’ll Triple Your Email Open Rate”
88. Get Rid of That [Undesirable Outcome]!
Thanks to its commanding tone, this formula is specifically designed to invoke urgency, speak to the reader’s problem, and propose a quick and effective solution. Apply it when some of the other, milder-in-tone headline formulas aren’t getting the clicks they deserve.
Example: “Get Rid of Those Pesky Backyard Anthills Now!”
89. Do You Recognize The [Number] Early Signs Of [Undesirable Outcome]?
The potency of this headline formula can be traced back to its constituent phrase “early signs”, which creates urgency and encourages prospects to act now.
Example: “Do You Recognize The 7 Early Signs Of a Social Media Campaign Failure?”
90. Will You Help Me [Desired Action]?
Instead of passivity, this title blueprint encourages active participation on the reader’s side, making it authentic, relatable, and highly appealing. It’s especially effective in social media settings, forums, and guerilla marketing in general.
Example: “Will You Help Me Write My Next Book?”
91. How the Experts [Desired Action]
Deep down, most visitors—and especially those who are very enthusiastic about the niche—want to copy the experts and eventually reach their level of mastery. Use this headline formula to offer credibility, command authority, and boost your title’s overall clickability.
Example: “How the Experts Use Pitchbox’s Personalized Email Outreach Feature”
92. Why Pick [Product A] VS [Product B]?
An equally as effective variation of formula #41, this headline template offers to compare two products or services against each other, pitting their pros and cons in a fun and easily digestible way and helping people make a decision on which one to purchase or subscribe to. You can compare your products vs competitor ones, or compare two competing products or services against each other.
Example: “Why Pick Crazy Egg’s A/B Testing Tool VS AB Tasty?”
93. Finally: A [Product/Service] Your Customers Won’t [Undesired Action]
Hinting at a solution for a long-standing problem is effective because it removes the pent-up frustration users are feeling whenever things don’t go their way. Forget product features: this headline-creating methodology cuts straight to the chase, which is something that customers love to hear.
Example: “Finally: A Simple Scheduling App Your Customers Won’t Abandon After a Single Use”
94. [Number] [Industry/Niche] Statistics That Matter To [Target Audience]
The phrase “that matter” is a key ingredient in this formula, signifying to the audience that it has a real, tangible impact on their past, present, and future prospects.
Example: “17 Astrobiology Statistics That Matter To Aspiring PhD Candidates”
95. New Report Reveals [Unconventional Statistic]
For this formula to be effective, the leading statistic has to be true. Use it when you have a predominantly science-minded audience and people who aren’t afraid to call you out if you make a mistake. They’ll appreciate the effort.
Example: “New Report Reveals Websites With Video Backgrounds Improve Conversion Rates by 138% Compared to Static Sites”
96. Is Your [Point of Interest] [Desired Action] Poor?
In many ways, this formula is framed like a yes/no question. This makes customers say to themselves: “Wait a minute! Now that I know the answer, what should I do about it to improve my outcome?” Inevitably, triggering such a line of reasoning will boost your content’s CTR.
Example: “Is Your Sales Funnel Conversion Poor?”
97. I Got Rid of [Pain Point] — and Got [Benefit] Too!
Twice the benefits, double the fun! On top of offering a long-waited relief, this headline framework also hints at an unexpected bonus, surprising the reader and offering a ladder to bridge their newly-founded curiosity gap.
Example: “I Got Rid of My Toothache — and Got Pearly White Teeth Too!”
98. Can Your [Close Person] [Perform Desired Action]?
This is a prime example of a formula going up close and personal, an absolute must if you want to engage the reader on a deeper level. Additionally, its framing causes people to second-guess their existing knowledge. In turn, this fact can serve as a primary incentive for prospects to find out the real answer.
Example: “Can Your Brother Build a Website From Scratch?”
99. How To Beat [Pain Point] Without [Obvious Solution]
Building on top of formula #98, this entry throws a wrench in conventional thinking—urging people to search for a better way to solve an existing problem. Also, the gap between the pain point and sidestepping the obvious solution makes the formula stand out in a busy space.
Example: “How To Beat a Severe And Sudden Migraine Without Pills”
100. It’s Easy To [Achieve Desirable Outcome] With [Creative Solution]
By highlighting the approachable, straightforward process, this formula removes friction and turns the desirable outcome into an easily achievable goal.
Example: “It’s Easy To Get Buckets With This Simple Flick of the Wrist“
101. It’s [Emotionally Charged Word] To [Perform Action] Without [Product/Service]
If you want your headlines to convert, you better study David Ogilvy’s marketing advice down to a tee. The last formula on our list adapts Ogilvy’s hard-hitter “It’s mutiny to mix a Gin-and-Tonic without Schweppes” for the contemporary audience, showcasing his headline structure’s relevance more than 50 years into the future.
Example: “It’s a Mockery To Jog Outside Without Donning Under Armour’s Velociti 4 Running Shoes”
The Downside of Headline Formulas
Just like every cursed treasure in the history of literature and cinema, the knowledge of great headline formulas comes with a notable caveat. In particular, blindly copying and pasting headline formulas repeatedly can sometimes work for beginners, but folks knowledgeable in advanced direct response copywriting should be extra careful with them. Markets, technology, and customer expectations evolve over time. What resonates today might lose its potency in a couple of years, months, or even weeks.
For example, the headline formula “One Weird Trick/Doctors Hate Him” got so overused to the point of ascending to meme status. Now, even the meme itself is frowned upon by the general public, and there are hardly any genuine proponents left apart from a few late adopters who either use it by accident or to signal irony.
Most headline formulas go through a similar cycle. They’re very effective at the beginning, then they start to get overused and gradually lose their appeal, and, finally, they stop working altogether.
The best copywriters know which formulas to keep in the backburner as so-called “standbys” (they’re always effective to some degree), which are “hot” (popular at the moment), and which are overplayed and should be avoided at all costs. Fortunately, due to the cyclical nature of marketing, even the most overused formulas might become fresh again if people give them enough time for their perceived ineffectiveness to cool off.
