69 headline formulas that will instantly upgrade your AI copywriting
69 headline formulas that will instantly upgrade your AI copywriting
69 headline formulas that will instantly upgrade your AI copywriting
Dorian Barker
Jun 18, 2025
Every page or piece of content you create has one thing in common: prospects only read the second line if they like the first one.
This means your headline is the most critical part of your copy. Take all the time you need to nail it, because no matter how much time you spend on the rest of the content, it won’t matter if no one reads past the headline.
With the onset of AI, everyone can write headlines, but how persuasive are they?
If you're like me, then you've spent way too much time reminding ChatGPT about copywriting best practices, structures, and formulas.
That's why I made this masterlist of headline formulas. You can plug-and-play with them to create infinite headline options.
Simply add this article to your AI knowledge base to instantly upgrade the headline copywriting quality of ChatGPT (or your preferred platform).
What makes a persuasive headline?
Quality | Description |
Clear | Communicates the essence of the content without ambiguity. |
Relevant | Resonates with the target audience, addressing their interests and pain points. |
Concise | Conveys the message succinctly in a few powerful words. |
Engaging | Sparks curiosity or evokes an emotional response that encourages the reader to continue. |
Benefit-Oriented | Shows the value or benefit the reader will gain by engaging with the content. |
Unique | Stands out with something new, provocative, or unexpected. |
Action-Oriented | Uses verbs that suggest a dynamic or transformative experience. |
11 tips for writing great headlines
Understand Your Audience: Know the interests, language, and pain points of your target audience. A great headline speaks directly to them.
Start with a Working Title: Begin with a clear, descriptive title to guide your content creation, then refine it into a more compelling headline.
Use Numbers and Lists: Headlines with numbers or lists (e.g., “5 Ways to…”) promise easy-to-digest content and offer clear takeaways for your readers.
Ask Questions: Engaging questions spark curiosity and invite readers to find the answer, making them want to read more.
Use Powerful Words: Include adjectives and adverbs sparingly to add emotion or urgency (e.g., “Essential,” “Ultimate,” “Now”) to grab attention.
Keep It Short and Sweet: Aim for brevity—keeping headlines under 10 words ensures readability and maximum impact.
Highlight the Benefit: Make it clear what the reader will gain by engaging with the content, whether it’s knowledge, insights, or solutions to their problems.
Use Active Voice: Active voice makes headlines more dynamic and direct, increasing the likelihood of engagement compared to passive voice.
Incorporate Keywords: Including relevant keywords can improve search engine visibility, but ensure they fit naturally into the headline.
A/B Test Headlines: Test multiple headlines to see which one performs better in terms of engagement, clicks, or conversions. This is especially useful for digital marketing campaigns.
Study Successful Headlines: Analyze high-performing headlines within your industry to understand what resonates with your audience and adapt accordingly.
69 headline formulas and examples
1. How-to Headlines
Type | Formula | Example |
Straight | How to [Do Something] | How to Write Compelling Blog Posts |
Modified | How to [Do] (Modifier) [Something] (Specifier) | How to Write Viral Social Media Posts |
Avoidant | How to [Do Something] Without [Undesired Outcome] | How to Launch a Product Without Spending a Fortune |
Status | How to [Do Something] Like a [Desired Person] | How to Network Like a Silicon Valley Insider |
Expedient | How to [Do Something] in [Short Time] (or Less) | How to Build a Website in One Hour or Less |
Options | [#] Ways to [Do Something] | 5 Ways to Write a Better Sales Page |
Goals (Straight) | How to [Achieve Desired Outcome] | How to Reduce Customer Complaints |
Modified | How to [Achieve] (Modifier) [Desired Outcome] (Specifier) | How to Build a Profitable Blog in 6 Months |
Avoidant | How to [Avoid] [Undesired Outcome] (Specifier) | How to Avoid Losing Customers During a Rebrand |
Status | How to Be [Desired Person/Trait] (Specifier) | How to Be a More Engaging Public Speaker |
Steps List | [#] Steps to [Desired Outcome] (Modifier) | 7 Steps to a Flawless Morning Routine |
Options | [#] Ways to [Achieve Desired Outcome] | 10 Ways to Boost Your Email Open Rates |
Contextual Options | [#] (Modifier) Ways to [Achieve Desired Outcome] (Specifier) | 5 Proven Ways to Get More LinkedIn Followers |
Converging Benefits | How to [Desired Outcome A] and [Desired Outcome B] | How to Work Less and Make More Money |
Decisions (Object) | How to [Select] an [Important Object] (Specifier) | How to Choose the Right Keywords for SEO |
Decisions (Action) | How to [Decide] a [Course of Action] (Specifier) | How to Know When to Fire a Client |
2. Lists & Listicles
Type | Formula | Example |
Tips (Straight) | [#] [Tips] for [Achieving Desired Outcome] | 10 Tips for Writing Catchy Email Subject Lines |
Modified | [#] (Modifier) [Tips] for [Achieving Desired Outcome] (Specifier) | 7 Expert Tips for Cutting Your Grocery Bill in Half |
Emphatic | [#] (Intensifier) [Tips] for [Achieving Desired Outcome] (Modifier) | 12 Game-Changing Tips for Mastering Public Speaking |
Secretive | [#] [Secrets] for [Achieving Desired Outcome] (Specifier) | 5 Secrets for Getting VIP Treatment at Hotels |
Dog Whistle (Existing Knowledge) | [#] (Modifier) [Things] Only [Target Audience] Will [Understand] | 6 Struggles Only Freelancers Will Relate To |
Dog Whistle (Imperative Knowledge) | [#] (Modifier) [Things] [Target Audience] Needs to Know | 9 Crucial Things Every First-Time Homebuyer Needs to Know |
Dog Whistle (Unique Methods) | [#] [Things] [Target Audience] Does Differently (Specifier) | 8 Things Minimalists Do Differently with Their Money |
Ignorance (Recollection) | [#] [Things to Remember] about [Audience Topic] | 7 Key Things to Remember When Writing a Will |
Ignorance (Direct Callout) | [#] [Things] You Didn’t Know about [Audience Topic] | 10 Things You Didn’t Know About Ancient Egypt |
Ignorance (Group Callout) | [#] [Things] [Target Audience] Doesn’t Know About [Topic] | 5 Things Startups Don’t Know About Fundraising |
Ignorance (Normative) | [#] Things [You] Should Know About [Audience Topic] | 4 Things You Should Know About AI in Marketing |
Numbers (Top 10) | Top 10 [Objects or Actions] (Specifier) | Top 10 Productivity Apps for Entrepreneurs |
Numbers (Wide Net) | [Weirdly High #] [Useful Items] for [Audience Topic] | 73 Free Tools for Growing Your Social Media Presence |
Numbers (Narrow Focus) | [Weirdly Low #] (Specifier) [Useful Items] for [Audience Topic] | 2 Surprisingly Effective Ways to Get Rid of Hiccups |
3. Authority Headlines
Type | Formula | Example |
Experience (Lessons Learned) | (#) Lessons (I/We) Learned from [Experience Type] | 5 Lessons I Learned from Launching a Startup |
Experience (Proven Methods) | (#) [Proven] [Actions/Ways] to [Achieve Desired Outcome] (Modifier) | 3 Proven Strategies to Boost Your Sales Funnel |
Experience (Preemptive) | [Yes/No], You [Pre-Empt Objection] to [Achieve Desired Outcome] | Yes, You Can Eat Carbs and Still Lose Weight |
Experience (Analysis) | [We/Authority] Analyzed [Large Quantity] of [Relevant Info], and Here’s What We Found | We Analyzed 100,000 Blog Posts—Here’s What the Best Ones Have in Common |
Social Proof (Single Item) | The [Tool/Method] [Social Proof] Use to [Achieve Desired Outcome] | The Budgeting App That Millionaires Swear By |
Social Proof (Collection) | The [Social Proof]’s [Top] [Tools/Methods] for [Desired Outcome] | The FBI’s Favorite Techniques for Detecting Lies |
Social Proof (Results) | (How) [Social Proof] [Achieved Desired Outcome] in [Timeframe] | How Netflix Gained 50 Million Subscribers in a Year |
Social Proof (Celebrity) | [Take Specific Action] Like [Celebrity] and See [Desired Outcome] | Run Like Usain Bolt and Shave Minutes Off Your Time |
Social Proof (Bandwagon) | The people have spoken: [Popular Opinion Stated as Truth] | The People Have Spoken: Pineapple Does Belong on Pizza |
Testimonial (Customer Positive) | [Happy People]: [Likes of Mentioned Business] | Photographers: This Editing Software Is a Game-Changer |
Testimonial (Competitor Negative) | [Unhappy People]: [Dislikes of Competing Business] (Modifier) | Ex-Google Employees: The Algorithm Is More Biased Than You Think |
Testimonial (Uncited Quote) | “[Selection from Customer Testimonial]” | “This Diet Changed My Life in Just 30 Days” |
Expert (Quote) | [Authority] Says [Summary of Quote] | Elon Musk Says AI Will Change Everything |
Expert (Direct Quote) | [Authority]: “[Direct Quote]” | Warren Buffett: “Investing Is Simpler Than You Think” |
Expert (Collected Quotes) | (#) [Quotes] from [Authority] That’ll [Desired Outcome] | 7 Motivational Quotes from Athletes That’ll Get You Moving |
Expert (Right in Hindsight) | [Expert] [Was Right About] [Controversial Subject] (Modifier) | Steve Jobs Was Right About the Future of Mobile Tech |
Expert (Unusual CTA) | [Expert] Wants [You/Others] to [Take Unconventional Action] | NASA Scientists Want You to Stop Using Plastic Straws |
Expert (General Science) | The Science of [Subject]: Why [Observable Phenomenon] | The Science of Happiness: Why Small Wins Matter More Than Big Ones |
Expert (Dissenting Authorities) | [(Named) Authorities] Disagree Over [Controversial Subject] | Doctors Disagree Over the Best Diet for Longevity |
Expert (Rival Authorities) | [Old Expert] Hates [New Expert] Because [Controversy] | Traditional Investors Hate Crypto Gurus for a Reason |
Expert (Defending Controversy) | [Authority (Type)]’s Case for [Controversy] | A Psychologist’s Case for Letting Kids Fail |
4. Evaluation Headlines
Type | Formula | Example |
Normative (Call to Arms, Attack) | Let’s Stop [Following Old Convention] | Let’s Stop Pretending Santa Claus is Real |
Normative (Call to Arms, Defend) | Let’s Start [Following New Convention] | In 2021, Let’s All Be Kinder to One Another |
Normative (Moment of Clarity) | Let’s Admit that [Audience Topic] is a Problem | Let’s Admit It: Keyword Stuffing is Still a Problem |
Normative (Direct Imperative) | (#) (Reasons) You Should [Take Action] | 3 Reasons to Trim Your Toenails Regularly |
Normative (Reflexive Imperative) | (#) (Reasons) [I/We] Have to [Take Action] (to Achieve Outcome) | Why the U.S. Needs to Do Something About Nuclear Power Plants |
Normative (Reflective Imperative) | (#) (Reasons) [I/We] Had to [Take Action] (to Achieve Outcome) | Why I Started Sniffing Glue—and Why I Had to Stop |
Normative (Counter-Convention) | The Best (#) Reason(s) to [Break From Convention] | The Three Best Reasons to Buy an Electric Car |
Normative (Anti-Convention) | The Worst (#) [Reason(s)] to [Stay With Convention] | The Worst Excuse for Driving a Diesel Engine |
Normative (Split from Convention) | (Why) [You or Group] Don’t [Follow Convention] (Specifier) | Why Our Company Doesn’t Have Technical Interviews |
Normative (Return to Convention) | (Why) [We] Need to [Return to Old Convention] | Why the UN Should Abolish Daylight Savings’ Time |
Superlative (Ultimate Guide) | The Ultimate Guide to [Specific Audience Action] | The Ultimate Guide to Cookie-Free Advertising |
Superlative (Crash Course) | Everything You Need to Know About [Audience Topic] | Everything You Need to Know About Taylor Swift’s Re-Recording Plans |
Superlative (Re-Education) | Everything (You Know) About [Audience Topic] is Wrong | Everything You Think You Know About Woody Harrelson is Incorrect |
5. Urgency, Threat & Warning Headlines
Type | Formula | Example |
GRAB (Straight) | [Grab] This [Useful Resource] | Grab This Headline Swipe File! |
GRAB (Modified) | (You Should) [Grab] This [Useful Resource] (Specifier) | Marketers, Download This Big Dump of Absurd Stock Photos! |
GRAB (Fading Opportunity) | [Grab] This [Useful Resource] Before [Opportunity Ends] | Download This Free PANTONE Kit Before They Take It Down |
GRAB (Rising Threat) | [Grab] This [Useful Resource] in Case [Threat Delivers] | Memorize This Phone Number in Case You’re Arrested |
ACT (Straight) | [Take] This [Useful Action] | Make This Improvement to Your Smartphone Camera Settings |
ACT (Modified) | (You Should) [Take] This [Useful Action] (Specifier) | You Should Start Sharpening Your Knives with a Whetstone |
ACT (Fading Opportunity) | [Take] This [Useful Action] Before [Opportunity Ends] | Be Sure to Shutter Your Windows |
ACT (Rising Threat) | [Take] This [Useful Action] in Case [Threat Delivers] | Back Up Your Computer in Case of Cyberattack |
PAIN POINTS (Impermanence) | [Useful Item/Action] is [Compliment], But [It Won’t Last] | Third-Party Data is Game-Changing, But Don’t Count on It |
PAIN POINTS (Explanation) | (#) (Reasons) Why [Pain Point] | Why Your Toddler is Struggling to Sleep at Night |
PAIN POINTS (Swooping Solution) | [Novel Solution] is Here, Just in Time for [New Pain Point] | 2020’s Flu Shot is Here, Just in Time for Flu Season |
PAIN POINTS (Invisible Mistakes) | (#) (Modifier) [Mistakes] [You or Group] Don’t Know You’re Making | 9 Grievous Mistakes Ad Managers Don’t Know They’re Making |
PAIN POINTS (Rookie Mistakes) | (#) [Rookie Mistakes] [You or Group] Want to Avoid | Rookie Mistakes Brand Marketers Want to Avoid |
WARNING (Consequences) | *If You [**(Don’t) *Take Action], You Will [Suffer Pain Point] | If You Don’t Back Up Your Data, You Will Lose Everything |
WARNING (Anticipating Wishes) | You’ll Want This [Useful Item/Method] for [Next Pain Point] | You’ll Want This Checklist for Your Holiday Chores |
WARNING (Anticipating Failure) | (Why) [Your or Group’s] [Current Actions] [Won’t Work] | Why Bulgaria’s Current Military Exercises are a Waste of Time |
WARNING (Anticipating Success) | [Why] [Your or Group’s] [Current Actions] [Just Might Work] | Why Meta’s New Approach to VR Might Eat Apple |
6. Novelty Headlines
Type | Formula | Example |
Breaking News | Breaking News: [Anything Big and New] | Breaking News: New Study Shows Coffee May Help Prevent Cancer |
BRAND-NEW (Revelations) | New [Source] [Reveals New Information] | New Study Shows the Benefits of Planking for Teenagers |
BRAND-NEW (Methods) | (There’s) [A New Way] to [Achieve Desired Outcome] | You Probably Haven’t Seen This Method for Frying Eggs |
BRAND-NEW (Observations) | (You or Group) (Just Saw) [Something Weird] About [Audience Topic] | Wired Caught Something Weird About OTF Fonts |
BRAND-NEW (Favorites) | [Your/Group’s] [Favorite New Thing] is [Thing] (Because) (Specifier) | John Oliver is My New Favorite Person (Because of What He Said About Trump) |
BRAND-NEW (Comparisons) | (How/Why) [Familiar Subject] is Like [Unexpected Comparison] | Matt Damon is Like a Grouchy Chimp |
CURIOSITY (If You’re Wondering) | If You’re Wondering [Fact in Indirect Form]… | If You’re Wondering Which Supplements Have the Wildest Side Effects… |
STORY (Condensed, Straight) | [Shortest Possible Description of Long Story] | He Sold Drugs, Went to Jail, and Came Out Worse |
STORY (Condensed, Perspective) | [Shortest Possible Quote for Describing Long Story] | “I Sold Drugs, Went to Jail, and Came Out Better” |
[Story Item A], [Story Item B], and [Story Item C] | [Story Item A], [Story Item B], and [Story Item C] | Planes, Trains, and Automobiles (A Movie About Travel) |
STORY (Conversational Recap) | (Remember) (That Time) When [Something Dramatic]? | Remember When That Guy Lifted a Semi with His Tongue? |
7. Speed & Ease Headlines
Type | Formula | Example |
One [Simple] Way to [Achieve Desired Outcome] | One [Simple] Way to [Achieve Desired Outcome] | One Foolproof Way to Get Your Taxes Done |
OUTCOME (Easy Wins) | (#) Easy Wins for [Desired Outcome] | 14 Easy Wins for a Happy, Healthy Family Dinner |
SPEED (Straight Quick) | The [Quickest Way] to [Achieve Desired Outcome] | The Fastest Way to Paint Any Interior Wall |
SPEED (Straight Question) | The [Quickest Way] to [Achieve Desired Outcome]? [Answer.] | The Shortest Route to Inebriation? Diesel Shots. |
EXPEDIENCE (X vs. Y) | [Resource/Method A] vs. [Resource/Method B]: Which is Better? | Tito’s vs. Grey Goose: Which is Better? |
EXPEDIENCE (Specific Problem’s Solution) | If You [Have This Problem], Here’s [Proposed Solution] | If You Have Hemorrhoids, Here’s a Miraculous Cream |
8. Trick Shot Headlines
Type | Formula | Example |
Want This? | Want X? (Provide no further elaboration) | Want Free Pizza? |
WARNING | WARNING: [???] | WARNING: Don’t Buy This Before Reading the Reviews |
IDIOMATIC WORDPLAY | [Riffing on Idioms] | Apple Robs Programmers to Pay the Public |
Outrageous/Absurd Claims | [???] | Why Leprechauns Are Evil |
Every page or piece of content you create has one thing in common: prospects only read the second line if they like the first one.
This means your headline is the most critical part of your copy. Take all the time you need to nail it, because no matter how much time you spend on the rest of the content, it won’t matter if no one reads past the headline.
With the onset of AI, everyone can write headlines, but how persuasive are they?
If you're like me, then you've spent way too much time reminding ChatGPT about copywriting best practices, structures, and formulas.
That's why I made this masterlist of headline formulas. You can plug-and-play with them to create infinite headline options.
Simply add this article to your AI knowledge base to instantly upgrade the headline copywriting quality of ChatGPT (or your preferred platform).
What makes a persuasive headline?
Quality | Description |
Clear | Communicates the essence of the content without ambiguity. |
Relevant | Resonates with the target audience, addressing their interests and pain points. |
Concise | Conveys the message succinctly in a few powerful words. |
Engaging | Sparks curiosity or evokes an emotional response that encourages the reader to continue. |
Benefit-Oriented | Shows the value or benefit the reader will gain by engaging with the content. |
Unique | Stands out with something new, provocative, or unexpected. |
Action-Oriented | Uses verbs that suggest a dynamic or transformative experience. |
11 tips for writing great headlines
Understand Your Audience: Know the interests, language, and pain points of your target audience. A great headline speaks directly to them.
Start with a Working Title: Begin with a clear, descriptive title to guide your content creation, then refine it into a more compelling headline.
Use Numbers and Lists: Headlines with numbers or lists (e.g., “5 Ways to…”) promise easy-to-digest content and offer clear takeaways for your readers.
Ask Questions: Engaging questions spark curiosity and invite readers to find the answer, making them want to read more.
Use Powerful Words: Include adjectives and adverbs sparingly to add emotion or urgency (e.g., “Essential,” “Ultimate,” “Now”) to grab attention.
Keep It Short and Sweet: Aim for brevity—keeping headlines under 10 words ensures readability and maximum impact.
Highlight the Benefit: Make it clear what the reader will gain by engaging with the content, whether it’s knowledge, insights, or solutions to their problems.
Use Active Voice: Active voice makes headlines more dynamic and direct, increasing the likelihood of engagement compared to passive voice.
Incorporate Keywords: Including relevant keywords can improve search engine visibility, but ensure they fit naturally into the headline.
A/B Test Headlines: Test multiple headlines to see which one performs better in terms of engagement, clicks, or conversions. This is especially useful for digital marketing campaigns.
Study Successful Headlines: Analyze high-performing headlines within your industry to understand what resonates with your audience and adapt accordingly.
69 headline formulas and examples
1. How-to Headlines
Type | Formula | Example |
Straight | How to [Do Something] | How to Write Compelling Blog Posts |
Modified | How to [Do] (Modifier) [Something] (Specifier) | How to Write Viral Social Media Posts |
Avoidant | How to [Do Something] Without [Undesired Outcome] | How to Launch a Product Without Spending a Fortune |
Status | How to [Do Something] Like a [Desired Person] | How to Network Like a Silicon Valley Insider |
Expedient | How to [Do Something] in [Short Time] (or Less) | How to Build a Website in One Hour or Less |
Options | [#] Ways to [Do Something] | 5 Ways to Write a Better Sales Page |
Goals (Straight) | How to [Achieve Desired Outcome] | How to Reduce Customer Complaints |
Modified | How to [Achieve] (Modifier) [Desired Outcome] (Specifier) | How to Build a Profitable Blog in 6 Months |
Avoidant | How to [Avoid] [Undesired Outcome] (Specifier) | How to Avoid Losing Customers During a Rebrand |
Status | How to Be [Desired Person/Trait] (Specifier) | How to Be a More Engaging Public Speaker |
Steps List | [#] Steps to [Desired Outcome] (Modifier) | 7 Steps to a Flawless Morning Routine |
Options | [#] Ways to [Achieve Desired Outcome] | 10 Ways to Boost Your Email Open Rates |
Contextual Options | [#] (Modifier) Ways to [Achieve Desired Outcome] (Specifier) | 5 Proven Ways to Get More LinkedIn Followers |
Converging Benefits | How to [Desired Outcome A] and [Desired Outcome B] | How to Work Less and Make More Money |
Decisions (Object) | How to [Select] an [Important Object] (Specifier) | How to Choose the Right Keywords for SEO |
Decisions (Action) | How to [Decide] a [Course of Action] (Specifier) | How to Know When to Fire a Client |
2. Lists & Listicles
Type | Formula | Example |
Tips (Straight) | [#] [Tips] for [Achieving Desired Outcome] | 10 Tips for Writing Catchy Email Subject Lines |
Modified | [#] (Modifier) [Tips] for [Achieving Desired Outcome] (Specifier) | 7 Expert Tips for Cutting Your Grocery Bill in Half |
Emphatic | [#] (Intensifier) [Tips] for [Achieving Desired Outcome] (Modifier) | 12 Game-Changing Tips for Mastering Public Speaking |
Secretive | [#] [Secrets] for [Achieving Desired Outcome] (Specifier) | 5 Secrets for Getting VIP Treatment at Hotels |
Dog Whistle (Existing Knowledge) | [#] (Modifier) [Things] Only [Target Audience] Will [Understand] | 6 Struggles Only Freelancers Will Relate To |
Dog Whistle (Imperative Knowledge) | [#] (Modifier) [Things] [Target Audience] Needs to Know | 9 Crucial Things Every First-Time Homebuyer Needs to Know |
Dog Whistle (Unique Methods) | [#] [Things] [Target Audience] Does Differently (Specifier) | 8 Things Minimalists Do Differently with Their Money |
Ignorance (Recollection) | [#] [Things to Remember] about [Audience Topic] | 7 Key Things to Remember When Writing a Will |
Ignorance (Direct Callout) | [#] [Things] You Didn’t Know about [Audience Topic] | 10 Things You Didn’t Know About Ancient Egypt |
Ignorance (Group Callout) | [#] [Things] [Target Audience] Doesn’t Know About [Topic] | 5 Things Startups Don’t Know About Fundraising |
Ignorance (Normative) | [#] Things [You] Should Know About [Audience Topic] | 4 Things You Should Know About AI in Marketing |
Numbers (Top 10) | Top 10 [Objects or Actions] (Specifier) | Top 10 Productivity Apps for Entrepreneurs |
Numbers (Wide Net) | [Weirdly High #] [Useful Items] for [Audience Topic] | 73 Free Tools for Growing Your Social Media Presence |
Numbers (Narrow Focus) | [Weirdly Low #] (Specifier) [Useful Items] for [Audience Topic] | 2 Surprisingly Effective Ways to Get Rid of Hiccups |
3. Authority Headlines
Type | Formula | Example |
Experience (Lessons Learned) | (#) Lessons (I/We) Learned from [Experience Type] | 5 Lessons I Learned from Launching a Startup |
Experience (Proven Methods) | (#) [Proven] [Actions/Ways] to [Achieve Desired Outcome] (Modifier) | 3 Proven Strategies to Boost Your Sales Funnel |
Experience (Preemptive) | [Yes/No], You [Pre-Empt Objection] to [Achieve Desired Outcome] | Yes, You Can Eat Carbs and Still Lose Weight |
Experience (Analysis) | [We/Authority] Analyzed [Large Quantity] of [Relevant Info], and Here’s What We Found | We Analyzed 100,000 Blog Posts—Here’s What the Best Ones Have in Common |
Social Proof (Single Item) | The [Tool/Method] [Social Proof] Use to [Achieve Desired Outcome] | The Budgeting App That Millionaires Swear By |
Social Proof (Collection) | The [Social Proof]’s [Top] [Tools/Methods] for [Desired Outcome] | The FBI’s Favorite Techniques for Detecting Lies |
Social Proof (Results) | (How) [Social Proof] [Achieved Desired Outcome] in [Timeframe] | How Netflix Gained 50 Million Subscribers in a Year |
Social Proof (Celebrity) | [Take Specific Action] Like [Celebrity] and See [Desired Outcome] | Run Like Usain Bolt and Shave Minutes Off Your Time |
Social Proof (Bandwagon) | The people have spoken: [Popular Opinion Stated as Truth] | The People Have Spoken: Pineapple Does Belong on Pizza |
Testimonial (Customer Positive) | [Happy People]: [Likes of Mentioned Business] | Photographers: This Editing Software Is a Game-Changer |
Testimonial (Competitor Negative) | [Unhappy People]: [Dislikes of Competing Business] (Modifier) | Ex-Google Employees: The Algorithm Is More Biased Than You Think |
Testimonial (Uncited Quote) | “[Selection from Customer Testimonial]” | “This Diet Changed My Life in Just 30 Days” |
Expert (Quote) | [Authority] Says [Summary of Quote] | Elon Musk Says AI Will Change Everything |
Expert (Direct Quote) | [Authority]: “[Direct Quote]” | Warren Buffett: “Investing Is Simpler Than You Think” |
Expert (Collected Quotes) | (#) [Quotes] from [Authority] That’ll [Desired Outcome] | 7 Motivational Quotes from Athletes That’ll Get You Moving |
Expert (Right in Hindsight) | [Expert] [Was Right About] [Controversial Subject] (Modifier) | Steve Jobs Was Right About the Future of Mobile Tech |
Expert (Unusual CTA) | [Expert] Wants [You/Others] to [Take Unconventional Action] | NASA Scientists Want You to Stop Using Plastic Straws |
Expert (General Science) | The Science of [Subject]: Why [Observable Phenomenon] | The Science of Happiness: Why Small Wins Matter More Than Big Ones |
Expert (Dissenting Authorities) | [(Named) Authorities] Disagree Over [Controversial Subject] | Doctors Disagree Over the Best Diet for Longevity |
Expert (Rival Authorities) | [Old Expert] Hates [New Expert] Because [Controversy] | Traditional Investors Hate Crypto Gurus for a Reason |
Expert (Defending Controversy) | [Authority (Type)]’s Case for [Controversy] | A Psychologist’s Case for Letting Kids Fail |
4. Evaluation Headlines
Type | Formula | Example |
Normative (Call to Arms, Attack) | Let’s Stop [Following Old Convention] | Let’s Stop Pretending Santa Claus is Real |
Normative (Call to Arms, Defend) | Let’s Start [Following New Convention] | In 2021, Let’s All Be Kinder to One Another |
Normative (Moment of Clarity) | Let’s Admit that [Audience Topic] is a Problem | Let’s Admit It: Keyword Stuffing is Still a Problem |
Normative (Direct Imperative) | (#) (Reasons) You Should [Take Action] | 3 Reasons to Trim Your Toenails Regularly |
Normative (Reflexive Imperative) | (#) (Reasons) [I/We] Have to [Take Action] (to Achieve Outcome) | Why the U.S. Needs to Do Something About Nuclear Power Plants |
Normative (Reflective Imperative) | (#) (Reasons) [I/We] Had to [Take Action] (to Achieve Outcome) | Why I Started Sniffing Glue—and Why I Had to Stop |
Normative (Counter-Convention) | The Best (#) Reason(s) to [Break From Convention] | The Three Best Reasons to Buy an Electric Car |
Normative (Anti-Convention) | The Worst (#) [Reason(s)] to [Stay With Convention] | The Worst Excuse for Driving a Diesel Engine |
Normative (Split from Convention) | (Why) [You or Group] Don’t [Follow Convention] (Specifier) | Why Our Company Doesn’t Have Technical Interviews |
Normative (Return to Convention) | (Why) [We] Need to [Return to Old Convention] | Why the UN Should Abolish Daylight Savings’ Time |
Superlative (Ultimate Guide) | The Ultimate Guide to [Specific Audience Action] | The Ultimate Guide to Cookie-Free Advertising |
Superlative (Crash Course) | Everything You Need to Know About [Audience Topic] | Everything You Need to Know About Taylor Swift’s Re-Recording Plans |
Superlative (Re-Education) | Everything (You Know) About [Audience Topic] is Wrong | Everything You Think You Know About Woody Harrelson is Incorrect |
5. Urgency, Threat & Warning Headlines
Type | Formula | Example |
GRAB (Straight) | [Grab] This [Useful Resource] | Grab This Headline Swipe File! |
GRAB (Modified) | (You Should) [Grab] This [Useful Resource] (Specifier) | Marketers, Download This Big Dump of Absurd Stock Photos! |
GRAB (Fading Opportunity) | [Grab] This [Useful Resource] Before [Opportunity Ends] | Download This Free PANTONE Kit Before They Take It Down |
GRAB (Rising Threat) | [Grab] This [Useful Resource] in Case [Threat Delivers] | Memorize This Phone Number in Case You’re Arrested |
ACT (Straight) | [Take] This [Useful Action] | Make This Improvement to Your Smartphone Camera Settings |
ACT (Modified) | (You Should) [Take] This [Useful Action] (Specifier) | You Should Start Sharpening Your Knives with a Whetstone |
ACT (Fading Opportunity) | [Take] This [Useful Action] Before [Opportunity Ends] | Be Sure to Shutter Your Windows |
ACT (Rising Threat) | [Take] This [Useful Action] in Case [Threat Delivers] | Back Up Your Computer in Case of Cyberattack |
PAIN POINTS (Impermanence) | [Useful Item/Action] is [Compliment], But [It Won’t Last] | Third-Party Data is Game-Changing, But Don’t Count on It |
PAIN POINTS (Explanation) | (#) (Reasons) Why [Pain Point] | Why Your Toddler is Struggling to Sleep at Night |
PAIN POINTS (Swooping Solution) | [Novel Solution] is Here, Just in Time for [New Pain Point] | 2020’s Flu Shot is Here, Just in Time for Flu Season |
PAIN POINTS (Invisible Mistakes) | (#) (Modifier) [Mistakes] [You or Group] Don’t Know You’re Making | 9 Grievous Mistakes Ad Managers Don’t Know They’re Making |
PAIN POINTS (Rookie Mistakes) | (#) [Rookie Mistakes] [You or Group] Want to Avoid | Rookie Mistakes Brand Marketers Want to Avoid |
WARNING (Consequences) | *If You [**(Don’t) *Take Action], You Will [Suffer Pain Point] | If You Don’t Back Up Your Data, You Will Lose Everything |
WARNING (Anticipating Wishes) | You’ll Want This [Useful Item/Method] for [Next Pain Point] | You’ll Want This Checklist for Your Holiday Chores |
WARNING (Anticipating Failure) | (Why) [Your or Group’s] [Current Actions] [Won’t Work] | Why Bulgaria’s Current Military Exercises are a Waste of Time |
WARNING (Anticipating Success) | [Why] [Your or Group’s] [Current Actions] [Just Might Work] | Why Meta’s New Approach to VR Might Eat Apple |
6. Novelty Headlines
Type | Formula | Example |
Breaking News | Breaking News: [Anything Big and New] | Breaking News: New Study Shows Coffee May Help Prevent Cancer |
BRAND-NEW (Revelations) | New [Source] [Reveals New Information] | New Study Shows the Benefits of Planking for Teenagers |
BRAND-NEW (Methods) | (There’s) [A New Way] to [Achieve Desired Outcome] | You Probably Haven’t Seen This Method for Frying Eggs |
BRAND-NEW (Observations) | (You or Group) (Just Saw) [Something Weird] About [Audience Topic] | Wired Caught Something Weird About OTF Fonts |
BRAND-NEW (Favorites) | [Your/Group’s] [Favorite New Thing] is [Thing] (Because) (Specifier) | John Oliver is My New Favorite Person (Because of What He Said About Trump) |
BRAND-NEW (Comparisons) | (How/Why) [Familiar Subject] is Like [Unexpected Comparison] | Matt Damon is Like a Grouchy Chimp |
CURIOSITY (If You’re Wondering) | If You’re Wondering [Fact in Indirect Form]… | If You’re Wondering Which Supplements Have the Wildest Side Effects… |
STORY (Condensed, Straight) | [Shortest Possible Description of Long Story] | He Sold Drugs, Went to Jail, and Came Out Worse |
STORY (Condensed, Perspective) | [Shortest Possible Quote for Describing Long Story] | “I Sold Drugs, Went to Jail, and Came Out Better” |
[Story Item A], [Story Item B], and [Story Item C] | [Story Item A], [Story Item B], and [Story Item C] | Planes, Trains, and Automobiles (A Movie About Travel) |
STORY (Conversational Recap) | (Remember) (That Time) When [Something Dramatic]? | Remember When That Guy Lifted a Semi with His Tongue? |
7. Speed & Ease Headlines
Type | Formula | Example |
One [Simple] Way to [Achieve Desired Outcome] | One [Simple] Way to [Achieve Desired Outcome] | One Foolproof Way to Get Your Taxes Done |
OUTCOME (Easy Wins) | (#) Easy Wins for [Desired Outcome] | 14 Easy Wins for a Happy, Healthy Family Dinner |
SPEED (Straight Quick) | The [Quickest Way] to [Achieve Desired Outcome] | The Fastest Way to Paint Any Interior Wall |
SPEED (Straight Question) | The [Quickest Way] to [Achieve Desired Outcome]? [Answer.] | The Shortest Route to Inebriation? Diesel Shots. |
EXPEDIENCE (X vs. Y) | [Resource/Method A] vs. [Resource/Method B]: Which is Better? | Tito’s vs. Grey Goose: Which is Better? |
EXPEDIENCE (Specific Problem’s Solution) | If You [Have This Problem], Here’s [Proposed Solution] | If You Have Hemorrhoids, Here’s a Miraculous Cream |
8. Trick Shot Headlines
Type | Formula | Example |
Want This? | Want X? (Provide no further elaboration) | Want Free Pizza? |
WARNING | WARNING: [???] | WARNING: Don’t Buy This Before Reading the Reviews |
IDIOMATIC WORDPLAY | [Riffing on Idioms] | Apple Robs Programmers to Pay the Public |
Outrageous/Absurd Claims | [???] | Why Leprechauns Are Evil |
Every page or piece of content you create has one thing in common: prospects only read the second line if they like the first one.
This means your headline is the most critical part of your copy. Take all the time you need to nail it, because no matter how much time you spend on the rest of the content, it won’t matter if no one reads past the headline.
With the onset of AI, everyone can write headlines, but how persuasive are they?
If you're like me, then you've spent way too much time reminding ChatGPT about copywriting best practices, structures, and formulas.
That's why I made this masterlist of headline formulas. You can plug-and-play with them to create infinite headline options.
Simply add this article to your AI knowledge base to instantly upgrade the headline copywriting quality of ChatGPT (or your preferred platform).
What makes a persuasive headline?
Quality | Description |
Clear | Communicates the essence of the content without ambiguity. |
Relevant | Resonates with the target audience, addressing their interests and pain points. |
Concise | Conveys the message succinctly in a few powerful words. |
Engaging | Sparks curiosity or evokes an emotional response that encourages the reader to continue. |
Benefit-Oriented | Shows the value or benefit the reader will gain by engaging with the content. |
Unique | Stands out with something new, provocative, or unexpected. |
Action-Oriented | Uses verbs that suggest a dynamic or transformative experience. |
11 tips for writing great headlines
Understand Your Audience: Know the interests, language, and pain points of your target audience. A great headline speaks directly to them.
Start with a Working Title: Begin with a clear, descriptive title to guide your content creation, then refine it into a more compelling headline.
Use Numbers and Lists: Headlines with numbers or lists (e.g., “5 Ways to…”) promise easy-to-digest content and offer clear takeaways for your readers.
Ask Questions: Engaging questions spark curiosity and invite readers to find the answer, making them want to read more.
Use Powerful Words: Include adjectives and adverbs sparingly to add emotion or urgency (e.g., “Essential,” “Ultimate,” “Now”) to grab attention.
Keep It Short and Sweet: Aim for brevity—keeping headlines under 10 words ensures readability and maximum impact.
Highlight the Benefit: Make it clear what the reader will gain by engaging with the content, whether it’s knowledge, insights, or solutions to their problems.
Use Active Voice: Active voice makes headlines more dynamic and direct, increasing the likelihood of engagement compared to passive voice.
Incorporate Keywords: Including relevant keywords can improve search engine visibility, but ensure they fit naturally into the headline.
A/B Test Headlines: Test multiple headlines to see which one performs better in terms of engagement, clicks, or conversions. This is especially useful for digital marketing campaigns.
Study Successful Headlines: Analyze high-performing headlines within your industry to understand what resonates with your audience and adapt accordingly.
69 headline formulas and examples
1. How-to Headlines
Type | Formula | Example |
Straight | How to [Do Something] | How to Write Compelling Blog Posts |
Modified | How to [Do] (Modifier) [Something] (Specifier) | How to Write Viral Social Media Posts |
Avoidant | How to [Do Something] Without [Undesired Outcome] | How to Launch a Product Without Spending a Fortune |
Status | How to [Do Something] Like a [Desired Person] | How to Network Like a Silicon Valley Insider |
Expedient | How to [Do Something] in [Short Time] (or Less) | How to Build a Website in One Hour or Less |
Options | [#] Ways to [Do Something] | 5 Ways to Write a Better Sales Page |
Goals (Straight) | How to [Achieve Desired Outcome] | How to Reduce Customer Complaints |
Modified | How to [Achieve] (Modifier) [Desired Outcome] (Specifier) | How to Build a Profitable Blog in 6 Months |
Avoidant | How to [Avoid] [Undesired Outcome] (Specifier) | How to Avoid Losing Customers During a Rebrand |
Status | How to Be [Desired Person/Trait] (Specifier) | How to Be a More Engaging Public Speaker |
Steps List | [#] Steps to [Desired Outcome] (Modifier) | 7 Steps to a Flawless Morning Routine |
Options | [#] Ways to [Achieve Desired Outcome] | 10 Ways to Boost Your Email Open Rates |
Contextual Options | [#] (Modifier) Ways to [Achieve Desired Outcome] (Specifier) | 5 Proven Ways to Get More LinkedIn Followers |
Converging Benefits | How to [Desired Outcome A] and [Desired Outcome B] | How to Work Less and Make More Money |
Decisions (Object) | How to [Select] an [Important Object] (Specifier) | How to Choose the Right Keywords for SEO |
Decisions (Action) | How to [Decide] a [Course of Action] (Specifier) | How to Know When to Fire a Client |
2. Lists & Listicles
Type | Formula | Example |
Tips (Straight) | [#] [Tips] for [Achieving Desired Outcome] | 10 Tips for Writing Catchy Email Subject Lines |
Modified | [#] (Modifier) [Tips] for [Achieving Desired Outcome] (Specifier) | 7 Expert Tips for Cutting Your Grocery Bill in Half |
Emphatic | [#] (Intensifier) [Tips] for [Achieving Desired Outcome] (Modifier) | 12 Game-Changing Tips for Mastering Public Speaking |
Secretive | [#] [Secrets] for [Achieving Desired Outcome] (Specifier) | 5 Secrets for Getting VIP Treatment at Hotels |
Dog Whistle (Existing Knowledge) | [#] (Modifier) [Things] Only [Target Audience] Will [Understand] | 6 Struggles Only Freelancers Will Relate To |
Dog Whistle (Imperative Knowledge) | [#] (Modifier) [Things] [Target Audience] Needs to Know | 9 Crucial Things Every First-Time Homebuyer Needs to Know |
Dog Whistle (Unique Methods) | [#] [Things] [Target Audience] Does Differently (Specifier) | 8 Things Minimalists Do Differently with Their Money |
Ignorance (Recollection) | [#] [Things to Remember] about [Audience Topic] | 7 Key Things to Remember When Writing a Will |
Ignorance (Direct Callout) | [#] [Things] You Didn’t Know about [Audience Topic] | 10 Things You Didn’t Know About Ancient Egypt |
Ignorance (Group Callout) | [#] [Things] [Target Audience] Doesn’t Know About [Topic] | 5 Things Startups Don’t Know About Fundraising |
Ignorance (Normative) | [#] Things [You] Should Know About [Audience Topic] | 4 Things You Should Know About AI in Marketing |
Numbers (Top 10) | Top 10 [Objects or Actions] (Specifier) | Top 10 Productivity Apps for Entrepreneurs |
Numbers (Wide Net) | [Weirdly High #] [Useful Items] for [Audience Topic] | 73 Free Tools for Growing Your Social Media Presence |
Numbers (Narrow Focus) | [Weirdly Low #] (Specifier) [Useful Items] for [Audience Topic] | 2 Surprisingly Effective Ways to Get Rid of Hiccups |
3. Authority Headlines
Type | Formula | Example |
Experience (Lessons Learned) | (#) Lessons (I/We) Learned from [Experience Type] | 5 Lessons I Learned from Launching a Startup |
Experience (Proven Methods) | (#) [Proven] [Actions/Ways] to [Achieve Desired Outcome] (Modifier) | 3 Proven Strategies to Boost Your Sales Funnel |
Experience (Preemptive) | [Yes/No], You [Pre-Empt Objection] to [Achieve Desired Outcome] | Yes, You Can Eat Carbs and Still Lose Weight |
Experience (Analysis) | [We/Authority] Analyzed [Large Quantity] of [Relevant Info], and Here’s What We Found | We Analyzed 100,000 Blog Posts—Here’s What the Best Ones Have in Common |
Social Proof (Single Item) | The [Tool/Method] [Social Proof] Use to [Achieve Desired Outcome] | The Budgeting App That Millionaires Swear By |
Social Proof (Collection) | The [Social Proof]’s [Top] [Tools/Methods] for [Desired Outcome] | The FBI’s Favorite Techniques for Detecting Lies |
Social Proof (Results) | (How) [Social Proof] [Achieved Desired Outcome] in [Timeframe] | How Netflix Gained 50 Million Subscribers in a Year |
Social Proof (Celebrity) | [Take Specific Action] Like [Celebrity] and See [Desired Outcome] | Run Like Usain Bolt and Shave Minutes Off Your Time |
Social Proof (Bandwagon) | The people have spoken: [Popular Opinion Stated as Truth] | The People Have Spoken: Pineapple Does Belong on Pizza |
Testimonial (Customer Positive) | [Happy People]: [Likes of Mentioned Business] | Photographers: This Editing Software Is a Game-Changer |
Testimonial (Competitor Negative) | [Unhappy People]: [Dislikes of Competing Business] (Modifier) | Ex-Google Employees: The Algorithm Is More Biased Than You Think |
Testimonial (Uncited Quote) | “[Selection from Customer Testimonial]” | “This Diet Changed My Life in Just 30 Days” |
Expert (Quote) | [Authority] Says [Summary of Quote] | Elon Musk Says AI Will Change Everything |
Expert (Direct Quote) | [Authority]: “[Direct Quote]” | Warren Buffett: “Investing Is Simpler Than You Think” |
Expert (Collected Quotes) | (#) [Quotes] from [Authority] That’ll [Desired Outcome] | 7 Motivational Quotes from Athletes That’ll Get You Moving |
Expert (Right in Hindsight) | [Expert] [Was Right About] [Controversial Subject] (Modifier) | Steve Jobs Was Right About the Future of Mobile Tech |
Expert (Unusual CTA) | [Expert] Wants [You/Others] to [Take Unconventional Action] | NASA Scientists Want You to Stop Using Plastic Straws |
Expert (General Science) | The Science of [Subject]: Why [Observable Phenomenon] | The Science of Happiness: Why Small Wins Matter More Than Big Ones |
Expert (Dissenting Authorities) | [(Named) Authorities] Disagree Over [Controversial Subject] | Doctors Disagree Over the Best Diet for Longevity |
Expert (Rival Authorities) | [Old Expert] Hates [New Expert] Because [Controversy] | Traditional Investors Hate Crypto Gurus for a Reason |
Expert (Defending Controversy) | [Authority (Type)]’s Case for [Controversy] | A Psychologist’s Case for Letting Kids Fail |
4. Evaluation Headlines
Type | Formula | Example |
Normative (Call to Arms, Attack) | Let’s Stop [Following Old Convention] | Let’s Stop Pretending Santa Claus is Real |
Normative (Call to Arms, Defend) | Let’s Start [Following New Convention] | In 2021, Let’s All Be Kinder to One Another |
Normative (Moment of Clarity) | Let’s Admit that [Audience Topic] is a Problem | Let’s Admit It: Keyword Stuffing is Still a Problem |
Normative (Direct Imperative) | (#) (Reasons) You Should [Take Action] | 3 Reasons to Trim Your Toenails Regularly |
Normative (Reflexive Imperative) | (#) (Reasons) [I/We] Have to [Take Action] (to Achieve Outcome) | Why the U.S. Needs to Do Something About Nuclear Power Plants |
Normative (Reflective Imperative) | (#) (Reasons) [I/We] Had to [Take Action] (to Achieve Outcome) | Why I Started Sniffing Glue—and Why I Had to Stop |
Normative (Counter-Convention) | The Best (#) Reason(s) to [Break From Convention] | The Three Best Reasons to Buy an Electric Car |
Normative (Anti-Convention) | The Worst (#) [Reason(s)] to [Stay With Convention] | The Worst Excuse for Driving a Diesel Engine |
Normative (Split from Convention) | (Why) [You or Group] Don’t [Follow Convention] (Specifier) | Why Our Company Doesn’t Have Technical Interviews |
Normative (Return to Convention) | (Why) [We] Need to [Return to Old Convention] | Why the UN Should Abolish Daylight Savings’ Time |
Superlative (Ultimate Guide) | The Ultimate Guide to [Specific Audience Action] | The Ultimate Guide to Cookie-Free Advertising |
Superlative (Crash Course) | Everything You Need to Know About [Audience Topic] | Everything You Need to Know About Taylor Swift’s Re-Recording Plans |
Superlative (Re-Education) | Everything (You Know) About [Audience Topic] is Wrong | Everything You Think You Know About Woody Harrelson is Incorrect |
5. Urgency, Threat & Warning Headlines
Type | Formula | Example |
GRAB (Straight) | [Grab] This [Useful Resource] | Grab This Headline Swipe File! |
GRAB (Modified) | (You Should) [Grab] This [Useful Resource] (Specifier) | Marketers, Download This Big Dump of Absurd Stock Photos! |
GRAB (Fading Opportunity) | [Grab] This [Useful Resource] Before [Opportunity Ends] | Download This Free PANTONE Kit Before They Take It Down |
GRAB (Rising Threat) | [Grab] This [Useful Resource] in Case [Threat Delivers] | Memorize This Phone Number in Case You’re Arrested |
ACT (Straight) | [Take] This [Useful Action] | Make This Improvement to Your Smartphone Camera Settings |
ACT (Modified) | (You Should) [Take] This [Useful Action] (Specifier) | You Should Start Sharpening Your Knives with a Whetstone |
ACT (Fading Opportunity) | [Take] This [Useful Action] Before [Opportunity Ends] | Be Sure to Shutter Your Windows |
ACT (Rising Threat) | [Take] This [Useful Action] in Case [Threat Delivers] | Back Up Your Computer in Case of Cyberattack |
PAIN POINTS (Impermanence) | [Useful Item/Action] is [Compliment], But [It Won’t Last] | Third-Party Data is Game-Changing, But Don’t Count on It |
PAIN POINTS (Explanation) | (#) (Reasons) Why [Pain Point] | Why Your Toddler is Struggling to Sleep at Night |
PAIN POINTS (Swooping Solution) | [Novel Solution] is Here, Just in Time for [New Pain Point] | 2020’s Flu Shot is Here, Just in Time for Flu Season |
PAIN POINTS (Invisible Mistakes) | (#) (Modifier) [Mistakes] [You or Group] Don’t Know You’re Making | 9 Grievous Mistakes Ad Managers Don’t Know They’re Making |
PAIN POINTS (Rookie Mistakes) | (#) [Rookie Mistakes] [You or Group] Want to Avoid | Rookie Mistakes Brand Marketers Want to Avoid |
WARNING (Consequences) | *If You [**(Don’t) *Take Action], You Will [Suffer Pain Point] | If You Don’t Back Up Your Data, You Will Lose Everything |
WARNING (Anticipating Wishes) | You’ll Want This [Useful Item/Method] for [Next Pain Point] | You’ll Want This Checklist for Your Holiday Chores |
WARNING (Anticipating Failure) | (Why) [Your or Group’s] [Current Actions] [Won’t Work] | Why Bulgaria’s Current Military Exercises are a Waste of Time |
WARNING (Anticipating Success) | [Why] [Your or Group’s] [Current Actions] [Just Might Work] | Why Meta’s New Approach to VR Might Eat Apple |
6. Novelty Headlines
Type | Formula | Example |
Breaking News | Breaking News: [Anything Big and New] | Breaking News: New Study Shows Coffee May Help Prevent Cancer |
BRAND-NEW (Revelations) | New [Source] [Reveals New Information] | New Study Shows the Benefits of Planking for Teenagers |
BRAND-NEW (Methods) | (There’s) [A New Way] to [Achieve Desired Outcome] | You Probably Haven’t Seen This Method for Frying Eggs |
BRAND-NEW (Observations) | (You or Group) (Just Saw) [Something Weird] About [Audience Topic] | Wired Caught Something Weird About OTF Fonts |
BRAND-NEW (Favorites) | [Your/Group’s] [Favorite New Thing] is [Thing] (Because) (Specifier) | John Oliver is My New Favorite Person (Because of What He Said About Trump) |
BRAND-NEW (Comparisons) | (How/Why) [Familiar Subject] is Like [Unexpected Comparison] | Matt Damon is Like a Grouchy Chimp |
CURIOSITY (If You’re Wondering) | If You’re Wondering [Fact in Indirect Form]… | If You’re Wondering Which Supplements Have the Wildest Side Effects… |
STORY (Condensed, Straight) | [Shortest Possible Description of Long Story] | He Sold Drugs, Went to Jail, and Came Out Worse |
STORY (Condensed, Perspective) | [Shortest Possible Quote for Describing Long Story] | “I Sold Drugs, Went to Jail, and Came Out Better” |
[Story Item A], [Story Item B], and [Story Item C] | [Story Item A], [Story Item B], and [Story Item C] | Planes, Trains, and Automobiles (A Movie About Travel) |
STORY (Conversational Recap) | (Remember) (That Time) When [Something Dramatic]? | Remember When That Guy Lifted a Semi with His Tongue? |
7. Speed & Ease Headlines
Type | Formula | Example |
One [Simple] Way to [Achieve Desired Outcome] | One [Simple] Way to [Achieve Desired Outcome] | One Foolproof Way to Get Your Taxes Done |
OUTCOME (Easy Wins) | (#) Easy Wins for [Desired Outcome] | 14 Easy Wins for a Happy, Healthy Family Dinner |
SPEED (Straight Quick) | The [Quickest Way] to [Achieve Desired Outcome] | The Fastest Way to Paint Any Interior Wall |
SPEED (Straight Question) | The [Quickest Way] to [Achieve Desired Outcome]? [Answer.] | The Shortest Route to Inebriation? Diesel Shots. |
EXPEDIENCE (X vs. Y) | [Resource/Method A] vs. [Resource/Method B]: Which is Better? | Tito’s vs. Grey Goose: Which is Better? |
EXPEDIENCE (Specific Problem’s Solution) | If You [Have This Problem], Here’s [Proposed Solution] | If You Have Hemorrhoids, Here’s a Miraculous Cream |
8. Trick Shot Headlines
Type | Formula | Example |
Want This? | Want X? (Provide no further elaboration) | Want Free Pizza? |
WARNING | WARNING: [???] | WARNING: Don’t Buy This Before Reading the Reviews |
IDIOMATIC WORDPLAY | [Riffing on Idioms] | Apple Robs Programmers to Pay the Public |
Outrageous/Absurd Claims | [???] | Why Leprechauns Are Evil |
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