200+ Proven Headlines Formulas To Skyrocket Your Conversions+ Templates (Download)

I’ve spent an embarrassing amount of my life staring at blank screens, trying to come up with headlines that don’t suck.

Not the glamorous part of writing they tell you about in journalism school, is it?

Last year, I tracked my writing time for a month and discovered something painful: I was spending nearly 40% of my content creation time just on headlines. FORTY PERCENT! On roughly 5% of the total words. Talk about diminishing returns.

But here’s the thing — those headlines matter more than almost everything else combined. When my client’s email open rate jumped from 22% to 37% after we rewrote just the subject lines, I became a headline obsessive.

Having a hyphen or colon in the headline increased click-through rates by 9% (Source).

After years of A/B testing, studying click rates, and shamelessly reverse-engineering successful campaigns (I’ve been known to screenshot competitor’s headlines and tape them to my office wall), I’ve built a swipe file of headline formulas that actually work.

Not the theoretical “this should work” kind. The “holy crap our conversion rate tripled” kind.

I’m sharing my 200+ Proven Headlines Formulas To Skyrocket Your Conversions. Some might seem familiar — that’s because they’re proven classics that have worked for decades.

Others might surprise you - those are the patterns I’ve discovered through trial and error (mostly error, if I’m being honest).

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Summary

I have been perfecting the art of writing headlines for years, and I learned that I was spending 40% of my time creating content on only 5% of the words I was writing. 

But when I watched a client’s email open rate jump from 22% to 37% just by using better subject lines, I came to understand that headlines really can make- or break- a campaign.

In this post, I’ll share the 200+ headline formulas I’ve collected that has been proven to give you results not theories, it’s templates that have tripled conversions rates.

These formulas are time-proven winners organized by psychological triggers (such as curiosity, problem-solving, benefits, fear, social proof and more).

You can use these formulas to create persuasive headlines which are extraordinary.

10 Types of Headlines

• The Curiosity Gap Headlines
• The Problem-Solution Headlines
• The Benefit-Driven Headlines
• The Fear-Based Headlines
• The Social Proof Headlines
• The Question Headlines
• The List Headlines
• The “How-To” Headlines
• The Urgency Headlines

200+ Awesome Headlines That Convert Like Crazy

I’ve compiled these by the primary psychological trigger they activate. Mix and match them based on your audience and what you’re selling.

And please, PLEASE customize them to sound like you. Nothing screams “I copied this from somewhere” like a generic template without your personal spin.

1. The Curiosity Gap Headlines

These work by creating an information gap that can only be closed by clicking:-

1. The Weird Trick Headlines: “The Weird {Industry} Trick That {Desirable Outcome}” Example: “The Weird Copywriting Trick That Doubled My Response Rate”
2. The Unexpected Connection: “{Common Thing} Is Actually {Surprising Connection} And Here’s Why” Example: “Your Kitchen Sponge Is Actually Destroying Your Health And Here’s Why”
3. The Cliffhanger: “They All {Did Unpleasant Thing} When {Unexpected Thing}, But When {Ideal Result}!” Example: “They All Laughed When I Started A Garden In December, But When Summer Came Around!”
4. The Secret Revelation: “The Secret {Industry/Activity} {Type of People} Don’t Want You To Know” Example: “The Secret Email Tactics Marketing Agencies Don’t Want You To Know”

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2. The Problem-Solution Headlines

These identify a pain point and hint at the resolution:-

1. The Simple Solution: “How To {Solve Problem} Without {Common Painful Method}” Example: “How To Lose Weight Without Giving Up Your Favorite Foods”
2. The Mistake Alert: “{Number} {Industry} Mistakes That Are Costing You {Negative Consequence}” Example: “7 LinkedIn Mistakes That Are Costing You Job Offers”
3. The Hidden Reason: “The Real Reason Your {Problem Area} Isn’t {Desired Outcome}” Example: “The Real Reason Your Website Isn’t Converting Visitors”
4. The Warning: “Warning: {Common Activity} Could Be {Negative Consequence}” Example: “Warning: Your ‘Healthy’ Breakfast Could Be Making You Tired”
5. The Product Definition: “{Product Name} is a {product category} that {different thing it does best}” Example: “ZenWriter is a word processor that eliminates distractions while capturing your best ideas”

3. The Benefit-Driven Headlines

These focus directly on what the reader will gain:-

1. The Who Wants Question: “Who Else Wants {Most Desirable Outcome or Benefit}?” Example: “Who Else Wants to Work 4 Hours a Week and Make Full-Time Income?”
2. The How-To Promise: “How To {Desirable Outcome} In {Timeframe}” Example: “How To Master Basic Spanish In Just 20 Minutes A Day”
3. The Number+Benefit Formula: “{Number} Ways To {Desirable Outcome}” Example: “17 Ways To Fall Asleep In Under 10 Minutes”
4. The Even If Reassurance: “How To {Desirable Outcome} Even If {Common Obstacle}” Example: “How To Start A Successful Podcast Even If You’re Tech-Challenged”
5. The Shortcut: “The {Timeframe} Shortcut To {Desirable Outcome}” Example: “The 15-Minute Shortcut To Writing Sales Pages That Convert”

4. The Fear-Based Headlines

Use these sparingly and ethically — fear works but can damage trust if overused:-

1. The Fear of Missing Out: “{Number} {Desirable Things} You’re Missing Out On By {Common Activity/Inaction}” Example: “5 Investment Opportunities You’re Missing Out On By Keeping Money In Savings”
2. The Looming Deadline: “Last Chance To {Desirable Outcome} Before {Deadline/Event}” Example: “Last Chance To Lock In Current Prices Before Tuesday’s Increase”
3. The Avoiding Tragedy: “How I {Avoided Negative Outcome} And How You Can Too” Example: “How I Avoided Bankruptcy After Losing My Job And How You Can Too”
4. The Costly Mistake: “The {Industry} Mistake That’s Costing You {Specific Amount or Percentage}” Example: “The Facebook Ads Mistake That’s Costing You 42% More Per Lead”
5. The Dangerous Myth: “The Dangerous {Industry} Myth That {Negative Consequence}” Example: “The Dangerous Fitness Myth That Keeps You Stuck At Your Current Weight”

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5. The Social Proof Headlines

These leverage our desire to follow what others are doing:-

1. The Case Study: “How {Person/Company} {Achieved Result} Using {Method/Product}” Example: “How A Struggling Restaurant Doubled Revenue Using $10 Facebook Ads”
2. The Specific Result Formula: “How I {Specific Result} In {Timeframe}” Example: “How I Generated 1,257 Email Subscribers In 3 Days”
3. The Authority Endorsement: “{Number} {Things} {Respected Authorities} Swear By” Example: “7 Morning Habits Successful CEOs Swear By”
4. The Before/After: “From {Negative Starting Point} to {Positive End Result}: How {Solution}” Example: “From Zero Followers To 10K Monthly Visitors: How One Simple Content Strategy Changed Everything”
5. The Collective Wisdom: “What {Number} {Successful People} Can Teach You About {Topic}” Example: “What 5 Seven-Figure Bloggers Can Teach You About Passive Income”

6. The Question Headlines

These engage readers by prompting self-reflection:-

1. The Self-Evaluation: “Are You Making These {Number} {Industry/Activity} Mistakes?” Example: “Are You Making These 5 Deadly LinkedIn Profile Mistakes?”
2. The Challenging Question: “Do You Have What It Takes To {Desirable Outcome}?” Example: “Do You Have What It Takes To Quit Your Job And Start A Business?”
3. The Aspiration Check: “Is Your {Thing} Ready For {Upcoming Challenge/Opportunity}?” Example: “Is Your Website Ready For Google’s Algorithm Change?”
4. The Income Question: “Are You {Negative Financial Situation} When You Could Be {Positive Financial Situation}?” Example: “Are You Working 60 Hours When You Could Be Earning More Working 30?”
5. The Uncomfortable Truth: “Why {Common Belief} Is {Actually Wrong/Different} And What That Means For {Audience}” Example: “Why Eating Fat Doesn’t Make You Fat And What That Means For Your Diet”

7. The List Headlines

These promise multiple valuable takeaways:-

1. The Definitive List: “{Number} {Adjective} Ways To {Desirable Outcome}” Example: “27 Proven Ways To Drive Traffic To Your New Website”
2. The Mistakes List: “{Number} {Industry} Mistakes You Don’t Know You’re Making” Example: “13 SEO Mistakes You Don’t Know You’re Making”
3. The Resource Roundup: “{Number} Essential {Resources} For {Audience/Activity}” Example: “21 Essential Chrome Extensions For Content Marketers”
4. The Secrets Collection: “{Number} {Industry} Secrets To {Desirable Outcome}” Example: “9 Email Marketing Secrets To Double Your Open Rates”
5. The Reasons Why: “{Number} Reasons Why {Common Problem/Situation}” Example: “7 Reasons Why Your Great Content Isn’t Getting Traffic”

8. The “How-To” Headlines

These promise to teach a valuable skill:-

1. The Contrarian How-To: “How To {Desirable Outcome} By {Doing Opposite of Common Advice}” Example: “How To Get More Clients By Saying ‘No’ More Often”
2. The Speed Method: “How To {Desirable Outcome} In {Surprisingly Short Timeframe}” Example: “How To Create A Week’s Worth Of Social Media Content In 1 Hour”
3. The Framework Reveal: “The {Name} Framework: How To {Desirable Outcome} In {Timeframe/Circumstance}” Example: “The SNAP Framework: How To Write Sales Pages In Under 60 Minutes”
4. The No-Risk Method: “How To {Test/Try Something} Without {Common Risk/Downside}” Example: “How To Test Self-Employment Without Quitting Your Day Job”
5. The Experience Level Comfort: “How To {Desirable Outcome} Even If You’re {Beginner State}” Example: “How To Start A Profitable YouTube Channel Even If You’re Camera Shy”

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9. The Exclusivity Headlines

These make readers feel they’re accessing privileged information:-

1. The Inside Look: “Inside The {Place/Process}: How {Successful Entity} {Achieves Desirable Outcome}” Example: “Inside The Launch: How Netflix Creates Binge-Worthy Shows”
2. The Expert Approach: “The {Expert Type}’s Guide To {Desirable Outcome}” Example: “The Introvert’s Guide To Networking That Actually Works”
3. The Private Method Made Public: “The {Method} Method: {Successful Person/Group}’s Private System For {Desirable Outcome}” Example: “The 5–3–1 Method: Hollywood’s Private System For Shedding Weight Fast”
4. The Industry Secrets: “{Industry} Insider Reveals {Number} Secrets To {Desirable Outcome}” Example: “SEO Insider Reveals 7 Secrets To Ranking New Content Faster”
5. The Little-Known Methods: “{Number} Little-Known Methods To {Desirable Outcome}” Example: “5 Little-Known Methods To Reduce Taxes For Freelancers”

10. The Urgency Headlines

These create time pressure and prompt immediate action:-

1. The Limited Window: “{Desirable Outcome}: This {Method/Opportunity} Won’t Be Available {Timeframe}” Example: “Double Your Podcast Listeners: This Strategy Won’t Work In 2023”
2. The Act Now Warning: “Why You Need To {Take Action} Before {Event/Deadline}” Example: “Why You Need To Rebuild Your Remarketing Campaigns Before iOS 15”
3. The Fast-Closing Opportunity: “Last Chance: {Desirable Offer} Ends {Specific Time}” Example: “Last Chance: 50% Off Annual Plans Ends Tonight At Midnight”
4. The “Don’t Wait” Command: “Don’t Wait For {Common Trigger} To {Take Important Action}” Example: “Don’t Wait For A Data Breach To Secure Your Customer Information”
5. The Timing Emphasis: “Why Now Is The Perfect Time To {Take Action}” Example: “Why Now Is The Perfect Time To Start Your Side Hustle”
6. The Prediction Alert: “{Industry} Is About To {Change/Trend}. Here’s How To {Capitalize/Prepare}” Example: “Content Marketing Is About To Get Much Harder. Here’s How To Stay Ahead”

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160+ Catchy headlines for social media

1. {Product Name} is a {product category} that {different thing it does best} 

2. They All {Did Unpleasant Thing} When {Unexpected Thing}, But When {Ideal Result of Using Unexpected Thing}! 

3. Who Else Wants {Most Desirable Outcome or Benefit}? 

4. The Only {SEO Keyword Phrase} Made Exclusively to {Most Desirable Outcome or Benefit} 

5. The only {product category} that doesn’t {objection or anxiety}. 

6. Now You Can {Do Something Desirable} {Counter to Expectations} 

7. We Promise You This: {Highly Desirable Result} Or {Consequence} 

8. Here’s the {Best Adjective} Way to {Solve a Problem} 

9. {Eliminate pain in an unexpected way} {Do desirable things in an unexpected way}. {Notable person} shows you how to {do notable thing like they do} 

10. {Service name} is a {service category} that {amazing outcome for end users or decision makers} without {objection or anxiety}

11. You’re tired of {objection or anxiety}. But you {desired outcome}. So it’s time you met {Product name} 

12. {Do something} like {world-class example} Are You Still Wasting Money on {blank} (Without Anything to Show for It?) 

13. Have a / Build a {Desirable Thing} You Can Be Proud Of 

14. Get the {Unusual Adjective} Power of {Product Category} Without {Pain} 

15. Get Rid of {Problem} Once and For All {Do Something Hard} in {Period of Time} 9 Out of 10 {Group Members} Can’t/Don’t ____________. Are You One of Them? Make Your First {$} in Just {Time} 

16. {Known Competitor} {Does This Undesirable or Unimpressive Thing}. {Your Brand Name} {Does This Highly Desirable or Impressive Thing}. 

17. Can your {current solution} pass the _______ Test? 

18. You are {comparative} than you think Let {your product} work on your {noun} for just {time period} 

19. Overcome the {Unexpected Culprit} That Keeps You {Unpleasant Thing}

20. {One word.} 

21. For ___ who want to ___ 

22. Get ___ without the ___ 

23. Helping ____ do ____ 

24. The only ____ that doesn’t ____ 

25. The (good news) inside (bad news) The Ultimate Guide to {Good, Bad or Desirable Thing} 

26. What Everybody Ought to Know About {Good, Bad or Desirable Thing} 

27. X Lessons I Learned from {Person or Unusual Experience} 

28. To the {role} who will settle for nothing less than {world-class outcome} 

29. Break all the rules and {world-class outcome} How Your {Service Provider} Is Ripping You Off. 

30. And What to Do About It Right Now. I Found a {Adjective} Way to {Get Incredible Outcome} 

31. See why we have an {adverb} {adjective} {social problem} in just {short time}. {Influencer or celebrity} {emotional reaction} {to thing that basically the whole world already understood}

32. Is this the world’s first  {Good, Bad or Desirable Thing}? 

33. How to Survive Your First  {Good, Bad or Desirable Thing} 

34. How I found out that {unexpected thing} is the best medicine 

35. Let me show you the secrets of {powerful group} 

36. What {Group or Celebrity} Can Teach You About {Unexpected Thing} 

37. People Regularly Pay Me {$} for This Information. 

38. But You Can Have It FREE. 

39. {David-type addresses Goliath-type.} {Result.} How to Make {$} With Your ________________, Step-by-Step 

40. The complete library of {large #} free and low cost {desirable resources} 

41. Behind the Scenes of a _____________ {Person does X.} {Another person’s reaction.} Result: priceless. 

42. Is {Trending Topic} a Scam? Find Out If You’re Putting Your {Resource} at Risk 

43. Here Is a Method/System That’s Helping {Blank} to {Blank} 

44. Little Known Ways to {Blank}

45. The secret ways the {people from a foreign country} {get desirable result} 

46. X Little Known Factors That Could Affect Your {Thing in Which Reader Has a Vested Interest} Why haven’t {people like your readers} been told these facts? 

47. The Secret of {Desirable Thing} 

48. {#} of {group} are right/wrong/confused about {X} 

49. Is it immoral to {get desirable outcome}? Recently Downsized/Fired {Profession} Reveals the Dirty Little Secrets to {Outcome} Do you have the courage to {do something very desirable}? 

50. This {bad thing} just happened. {Outcome or media} is {adjective}. 

51. How to {get incredible result} and {do unexpected thing as a result}. 

52. {Bully does X.} {Bullied reacts with Y.} I Stopped {Doing Common Thing} Today. You Should Too. Here’s Why. 

53. Who doesn’t like {somewhat accepted taboo}? {Unexpected answer with tease about why.} I spent {time} {working toward goal}. I just {quitting statement}. Here’s why.

54. I don’t regret {X}. But here’s what I’d do differently. 

55. Would you {do unimaginable thing}? I just did. Who Else Wants [blank]? 

56. The Secret of [blank] 

57. Here is a Method That is Helping [blank] to [blank] 

58. Little Known Ways to [blank] 

59. Get Rid of [problem] Once and For All Here’s a Quick Way to [solve a problem] Now You Can Have [something desirable] [great circumstance] 

60. [Do something] like [world-class example] Have a [or] Build a [blank] You Can Be Proud Of 

61. What Everybody Ought to Know About [blank] What’s Your Best Chance to _____? 

62. What [pros] wants you to know before you [thing you need to do] 

63. Most [industry professionals] do ______ but we’re not most [industry professionals]. I’d like to give this to [industry professionals] … before they [do something common] How to [thing customer wants to do] without [thing customer doesn’t want to do]

64. If You’ve Already [done common thing], don’t read this. It’ll break your heart 

65. Who else wants a _____ without the _____ Don’t _____ until you read this guide! What your [someone you trust] doesn’t tell you when you [thing you need to do] What would become of your ____ if [positive or negative thing] happened? 

66. What [pros] say about [your profession] We Sell the Same [product] as (Company A), but [at/with/without/for] [key differentiator]. Three Powerful Reasons Why ____ 

67. New [product/service] [does something better] than [what you’re currently doing OR aspirational goal] 

68. Do you make these mistakes in _____? [Negative outcomes] can be foreseen in Advance-And Prevented. 

69. What not to_____ on a _____ 

70. To the _____ Who Wants to _____ Someday How to know when a _____ is about to [good or bad thing] 

71. Who else wants a [better result]? 

72. An Easy Way to _____ 

73. Which [industry professional] used [Product A] and which has the [Product B]

74. How To _____, Even if You’re Not _____ You’re not still [doing common thing] with [common product] are you? 

75. Why _____ is the best way to _____ 

76. Where [thing consumer wants to happen] happens 

77. The [product/service] for [thing consumer wants to happen] 

78. For _____ who are tired of/don’t want to _____ Helping _____ do _____ 

79. When _____ happens, you’ll be ready to _____ [Question/Problem] Here’s How to Fix It Why [Action/Thing] Is/May Be 

80. [Opinion/Assertion] 

81. Warning: [Blank] 

82. How to [Do Something] Like a Boss How to [Do Something] in 5 Minutes How to [Blank] and [Blank] 

83. How to [Blank] Without [Objectionable Action] How to [Blank] 

84. How to Be [Desirable Quality] 

85. [Audience]! Are You [Undesirable/Desirable Outcome]? 

86. [Action] NOW! 

87. These/Find Out Which [Thing] Could/Will [Desired Outcome]

88. How We [Desired Result] in [Timeframe] [Promise of What Your Business/Content Will Do] 

89. [Keyword]: [Supporting Keywords] 

90. Are You More Like [X] or [X]? 

91. Reminder: [Claim or Truth] 

92. Why [Problem] (And What to Do About It)         [Claim That Goes Against What Most People Think is True] 

93. [4 Words or Fewer Summarizing Topic] What You Should Know About [Topic] [A Claim as if You Know the Future] [Controversial Claim or Story] 

94. No/Yes, You [Pre-Empt Objection] to [Achieve Desired Result] 

95. [An Odd or Funny Claim] 

96. Give Me [short time period] and I’ll Give You [desired result] 

97. Who Else Wants [desired result]? 

98. Why [Thing] [Outcome]      

99. How to [Desired Outcome] Without [Unpleasant Action] 

100. [Provocative Question] 

101. [Social Proof] [Desired Outcome] 

102. Take X minutes to get started with [blank]… you’ll be happy you did!

103. Now You Can Have [something desirable] Without [something challenging] 

104. See How Easily You Can [desirable result] [A Quote From/Summary of a Testimonial] How You Can [desired result] Almost Instantly The Quickest & Easiest Way To [desired result]    

105. Never Suffer From [undesired result] Again How To [desired result] When You’re Not [blank] 

106. No [undesired result] Just [desired result] Everyday 

107. How To Get [desired result] Out Of [blank] If You Can [blank] You Can [desired result] Warning! Are You [Something Undesirable]? How [A Seemingly Inconsequential Action] Can [Undesirable Result] 

108. How to fast-track your [desirable result] [A Call to Arms] 

109. How To Take The Headache Out Of [blank]    How To Become [desired result] When You [something challenging] 

110. [Outrageous/Controversial Claim] 

111. Answered: Your Most Burning Questions About [blank]

112. X Questions Answered About [blank] How To Turn Your [blank] Into [desired result] How to [Achieve a Desired Outcome] (The) [Group/Famous Person] Guide to [Blank] The Ultimate Guide to [Blank] 

113. 10 Things [Group] Do Differently 

114. 7 Things We/You Should [Blank]       7 Things Only [Group] Understand 7 Things to Remember About/When/If [Blank] 15 Things You Didn’t Know about 

115. [Person/Thing] 

116. 7 [Blank] That Will Change Your Life 7 Quotes from/by [Famous Person] That Will [Desired Result] 

117. 7 [Adjective] Facts [Person/Audience] Should Know 

118. 13 Ways to [Do Something] When [Situation] 7 Ways to [Do Something] 

119. Can You [Find/Spot/Answer/etc.] 

120. [Number] [Expert] Share [What]       

121. [Number] Little-Known Ways to [Desired Outcome] 

122. [Number] Steps to [Achieve Desired Outcome] [Number] Hacks to [Achieve Desired Outcome [Number or How to] Simple/Easy Ways to [Desired Outcome]

123. Quiz: [Which/What/How] [Quiz Topic]? A [Power Word] Tutorial to [Achieve Desired Outcome] 

124. We Analyzed [Number] [Measurable] And This Is What We Learned 

125. [Person] Did [Unusual Action] [Timeframe]. Here’s What Happened 

126. [Number] Lessons I Learned When/From [Experience] 

127. [Number] Secrets to [Achieve Desired Outcome] 

128. [Number] Mistakes Most People Make When/With [Common Action] 

129. [Number] Proven [Actions/Ways] to [Achieve Desired Result] 

130. [Large Number] of Ways to [Achieve an Outcome] 

131. How [impressive number] Got [desired result] Without [undesired result] 

132. How To Make People Line Up And Beg To [blank] 

133. The Lazy [blank’s] Way to [desired result] The Ultimate Guide to [Achieve a Desired Outcome] 

134. The secret of getting [results]

135. A little mistake that cost a [target market] [cost] a year 

136. Advice to… [target market]  who want [results] Do you suffer from [problem] at [occasion]? Who ever heard of [target market] having [results] without [objection] 

137. How I improved… [problem] without [objection] in just [time] 

138. Discover the [benefits] you get with [results] Proven: The most effective way to get [results] How a [something perceived as bad] resulted in [results] and [benefits] 

139. Do you suffer from [problem]? 

140. Do you have these symptoms of [problem] Guaranteed to [results] without [objection] How a new [product] solved my [problem] in just [time] 

141. Which type of [target market] are you? Is it stopping you get [results]? 

142. Does your [problem] ever embarrass you? To people who want [results] but don’t know where to start 

143. How much is [problem] really costing you? The right way to solve  [problem] 

144. [thousands / hundreds / etc]of [target market]  now have [results] will you join them?

145. For the [target market individual, not plural] who has less [results] than he / she wants Suppose this happened to your [business / life / relationship etc]. Would you survive? Are other [target market] secretly overtaking you? 

146. [X] proven ways to get [results] and [benefits] Are you ready to have [results] in just [time]? Get your hands on this system that took one [target market] from [starting results] to [end 

147. results] in just [time] 

148. How I got [results] by making this unusual mistake. 

149. Why some [target market] always have / get [results] 

150. You can laugh about [problem] if you follow this simple plan 

151. Five common [problems] faced by [target market] which one do you want to solve? What [industry experts] do when faced with [problem] 

152. [industry] experts prove that you can have [results] and with this new [product] Why it’s not your fault you have [problem]. And how to make it disappear in just [time]

153. Thousands of [target market] can have [results] but never realise it. Don’t let it be you. 

154. Why [target market] are raving about this [product].  ([Results] is just one of the reasons) 

155. For just [cost] a day you can have [results] and [benefits] in [time] 

156. To [target market] who want [results] by [time] 

157. This new [product] will get you [benefits] galore 

158. It’s not right that you don’t have [results] when so many [target market] do 

159. The secrets of [target markets] that always get [results] 

160. What the [industry] experts don’t want you to know about solving [problem] 

161. Why do some [target market] have more [benefits] than others? The answer might surprise you

The Real Secret To Headlines That Convert

Here’s what most headline articles won’t tell you: the best headline formulas are useless if they don’t match your brand voice and audience expectations.

I learned this the hard way when I used a high-pressure urgency headline for a wellness brand with a gentle, mindful positioning.

The click rate was decent, but unsubscribes spiked. The headline worked, but it attracted the wrong people and repelled the right ones.

Now I maintain separate swipe files for different client categories:-

• B2B SaaS clients (more direct, results-focused headlines)
• Wellness/lifestyle brands (more aspirational, journey-oriented headlines)
• E-commerce (more immediate benefit and FOMO-driven headlines)

A headline that converts for one might bomb for another.

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My Three-Step Process For Choosing The Right Formula

When I sit down to write headlines now (which still takes too long, let’s be honest), I follow this process:-

1. Start with purpose: What specific action do I want readers to take?
2. Choose the emotional trigger: What emotion will best drive that action for THIS audience?
3. Test variations: I write at least 10 versions using 2–3 different formulas

The real pros will tell you to write 25+ headlines for everything. I tried that. My brain melted. Ten good ones where you actually think through each variation beats 25 rushed templates any day.

Using These Templates Without Sounding Like Everyone Else

The biggest risk with formulas is sounding formulaic. Here are my rules for customization:-

1. Add your distinct vocabulary: Every brand has unique words and phrases. Insert them.
2. Match your normal sentence structures: If you typically use short, punchy sentences, your headlines should too.
3. Include your perspective: What’s your unique angle on the topic?

For example, the basic template “How to {Desirable Outcome} Without {Negative Thing}” becomes completely different in these three versions:-

• Finance blog: “How to Build Wealth Without Playing the Risky Stock Market Game”
• Parenting site: “How to Raise Confident Kids Without Becoming a Helicopter Parent”
• Productivity coach: “How to Crush Your Goals Without Sacrificing Your Sanity”

Same formula, completely different feel.

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Conclusion

I saved my favorite trick for last. Before finalizing any headline, I use what I call the “stranger test.”

I ask myself, “If someone with no context saw ONLY this headline on a crowded social feed, would they stop scrolling?”

Sometimes I literally text just the headline to a friend with no explanation and see if they ask for the link. If they do, I’ve got a winner.

Because ultimately, that’s what great headlines do — they make people stop and think, “I need to know more about this.”

Which of these formulas will you try first? The best headline in the world is the one you actually use.