12 Formulas To Write Engaging Headlines
80% of your website visitors won't make it past your headlines.
So, all your effort needs to go into making sure that the remaining 20% do.
David Ogilvy said, "The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.”
So, here are 12 formulas (I hate that term) for you to use when writing copy.
Formula #1: Differentiate Your Product x Why Your Product
Formula #2: Simplify What It Is x Simplify Why It's Different
Formula #3: Use An Analogy To Fuel Why It's Different
Formula #4: List The Benefits X Infuse Alliteration
Formula #5: State The Value Proposition
Formula #6: Contrast x Compliment
Formula #7: Position x Create Your Own Race
Formula #8: Introduce The Product x Say What It Does
Formula #9: Value Creation x Tackle The Objection Behind It
Formula #10: Define The Outcome x Explain What Creates The Outcome
Formula #11: Be Specific x Add Your Hook
Formula #12: State The Pain Point x Add The Wanted Desire
Putting It All Together
To make the most out of this, run multiple A/B tests to formulate the winning headlines.
Like David Ogilvy said, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
The formulas are to help you maximize every cent of that dollar.