Thirty Proven Headline Formulas

These headline models stand the test of time. You have probably seen thousands of headlines modeled after some of these formulas in one way or another, and you will continue to see them. Why? Because they work!

Picture how you could fit your message into one of these models:

• 1. Start your headline with the word ANNOUNCING
  Announcing a new and improved gasoline!
  
  
• 2. Use a word that has an announcement quality
  Just Published...a new book on dog training
  
  
• 3. Begin your headline with the word NEW
  New tennis racket specially sized for children!
  
  
• 4. Begin your headline with the word NOW
  Now you can travel in comfort
  
  
• 5. Begin your headline with the words AT LAST
  At last...a weight control program you can count on!
  
  
• 6. Put a date into your ad
  Speak Spanish by the 1st of the year!
  
  
• 7. Feature the price in your headline
  Complete oil change with filter..$34.95.
  
  
• Feature a reduced price
  Complete oil change with filter special..$34.95 (Reg. $44.95)
  
  
• Feature a special merchandising offer
  Any 4 DVDs for only $10.00.
  
  
• 10. Feature an easy payment plan
  No money down...easy payments.
  
  
• 11. Feature a FREE offer
  FREE Report!
  
  
• 12. Offer valuable information
  Follow Our Plan For a Greener Lawn.
  
  
• 13. Place a major benefit in the title
  Build a Million Dollar Investment Portfolio – With $25.00 a Week!
  
  
• 14. Tell a story
  They laughed when I sat down at the piano.
  
  
• 15. Begin your headline with the words HOW TO
  How to Make Money Trading Commodities.
  
  
• 16. Begin your headline with the word HOW
  How I Started a New Life with $10.00
  
  
• 18. Begin your headline with the word WHICH
  Which is the Best Battery Value For Your Car?
  
  
• 19. Begin your headline with the words WHO ELSE
  Who else would like to lose 10 pounds in one week?
  
  
• 20. Begin your headline with the word WANTED
  Wanted - Handyman With Own Tools.
  
  
• 21. Begin your headline with the word THIS
  This formulated lotion makes your skin soft and silky
  
  
• 22. Begin your headline with the word ADVICE
  Advice to the Beginning Jogger.
  
  
• 23. Begin your headline with NUMBERS
  101 Ideas to Make Your First Dinner Party a Smashing Success
  
  
• 24. Offer the reader a test
  Can you pass this memory test?
  
  
• 25. Use Alliteration
  45 Success Strategies for the New Car Salesperson
  
  
• 26. Warn the reader to delay buying
  Don't buy car insurance until you have read these facts.
  
  
• 27. Use subtitles
  The Book Lover's Guide to Needlepoint
    From your first stitch to the finished product
  
  
• 28. Make the advertiser speak directly to the consumer
  I'll train you myself to a rewarding career in computer programming.
  
  
• 29. Address your headline to a specific person or group
  To Homeowners Looking for Lower Mortgage Rates
  
  
• 30. Create a brand (or series, i.e. line of books)
  The Dummies Series to Car Maintenance and Repair