The Scientifically Proven Formula for Writing Headlines That Convert

“The difference between the almost right word and the right word is really a large matter. ’tis the difference between the lightning bug and the lightning.” Mark Twain

I made some serious mistakes writing my very first ad.  It was for a high-end outdoor furniture store and I had landed the job by default. The editor owed this particular company a free full-page ad and, as I had written some freelance articles that had been popular, he thought I should be able to write a great ad too.

I quickly discovered that the difference between writing articles (content), and writing advertising (content that sells), is about as similar as lightning and lightning bugs.

Irrespective of whether you’re writing an email, a tv show, a radio ad, or an Instagram post, the headline you use will determine the lion’s share of its effectiveness.

A stronger headline means substantially more people will notice your ad. 

But a weak headline means people will ignore your ad, regardless of how good your offer might be.

This means the selection of your 7–10-word headline is absolutely critical. It’s also why, when we’re creating new ad campaigns for clients, at least 50% of our creative time is spent brainstorming and testing new headlines.  In fact, for a single campaign, we typically generate at least 100 different headline ideas and then whittle the list down, choosing only the strongest to launch with.

Fortunately, we know a few shortcuts . Here’s an insider marketing secret to writing great headlines.

The highest converting headlines are actually formulaic — meaning they follow a common formula for success. 

All you have to do is take an already successful headline and adapt it for your own business.

Here are some examples of powerful headline formulas:

1.      The X best ways to get ____ without ____

The 7 best ways to get new clients without increasing costs
The 101 ways to get ripped without a gym membership
The 27 ways to get investors without a boring pitch

This formula of headline incorporates two key elements – a desire (the first part) and a pain point (the second part). The trick with this formula headline is that you have to make sure you deliver what you promise. You can’t just make a big bold promise and not deliver substantial value, otherwise it will erode trust and damage your brand.

2.     Are you still ____? You might regret it.

Examples:
Are you still posting on Instagram? You might regret it.
Are you still using cold prospecting to generate new business? You might regret it.

This headline formula is much more definitive. If you do X – then the consequences could be dire. This might seem like a doomsday-style headline, but it doesn’t need to be. 

Examples:
Are you still posting to Instagram? Get out while you still can.
Are you still cold prospecting? Here’s a better, easier way.

3.     How to [accomplish something] in [a short amount of time]

This headline formula is instructional. A guide. It also centers around saving time – another important buying trigger. 

Examples:
How to land a high-dollar client in the next 24 hours.

How to craft high-converting headlines in less than 60 seconds.

4.     Here’s what you don’t know about _____ that could ______ 

Example:
Here’s what you don’t know about digital marketing that could waste your marketing budget)

5.     How to [accomplish something] like [famous example]  

Example:
How to brand your business like Apple.

When using big, bold headlines in your advertising, the key thing is you must deliver on whatever it is that the headline promises.

Otherwise, your prospects will feel cheated, and they won’t pay attention to your future ads, no matter how enticing the headline. 

When I wrote my first ad, I had no idea about the power of headlines, or the art and science of writing advertising copy that actually persuades people to take an action. It’s almost like playing God because, once you understand the psychology of your target market and their triggers for buying, you can persuade them to take an action they otherwise wouldn’t have (that’s also why we only accept clients who’s products and services we 100% believe in, and have refused clients in the gambling and tobacco industries).

By sheer, dumb, luck my first ad ended up being a huge success because I had unknowingly used a powerful headline formula with a strong offer. But when the other advertisers requested me to start creating their advertisements, I had no clue how to replicate the ad’s success. And so began a life-long obsession with effective advertising and what makes people take the actions they take, (for example, why did an orange headline convert better than a blue one online, yet in print the response rates were reversed?)

A Checklist for Great Headlines

1. Start with a promise. What do you want your prospect to take away from the content?

2. Add interesting verbs and adjectives. This adds more interest to your headline and makes it jump out.

3. Ask a question or make a comparison. 

4. Use a pain point – knowing your Target Market (step 1 of the Client Stampede Formula), is critical.

5. Deliver on what you promise. Don’t be tempted to use exaggerated headlines for things you don’t actually offer or do (this is known as click bait).

6. Brainstorm as many different headline ideas as possible.

Use these headline tips to improve your own advertising. Start by looking at your most successful ads and the headlines they’ve used. Tweak these headlines first by testing new headlines based on successful formulas to load the dice in your favor.

PS: the headline for this blog is also a proven headline formula - The Scientifically Proven Formula For [accomplishing something]!