Headline Formula
Last updated: March 2025
Definition
A repeatable template for writing headlines that perform. 'How to [get desired outcome] without [feared obstacle]' or '[Number] ways to [achieve goal] in [timeframe].' Formulas eliminate the blank-page problem and give you a starting structure to test and iterate from.
Why It Matters
Staring at a blank headline field wastes time and usually produces generic results. Formulas based on proven patterns give you a 70% starting point. The remaining 30% is customization for your audience, but the structure already does most of the persuasion work.
How to Improve
- Collect 10-15 headline formulas that match your brand voice. Keep them in a swipe file for your team.
- Test formula-based headlines against 'creative' ones. Formulas win more often because they're built on human psychology patterns.
- Swap the outcome and obstacle for each audience segment. Same formula, different angles.
- Use numbers when possible. '7 Ways' outperforms 'Ways' in click-through tests across most channels.