📂 Use tried and true copywriting formulas to write persuasive headlines and descriptions

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📖 The following is an excerpt from my work-in-progress book, Founding Marketing. It's a (very) rough draft of thoughts, notes, and research... so feel free to reply with your feedback on what I should expand more on and what needs to be clarified. Enjoy!

“Copywriting is to marketing what clean-code is to programming. A sure way to 10X your output if used wisely on the top of your other skills” — Pierre de Wulf​

It's easy to fall for positioning traps of being better, faster, easier to use, more powerful, or using tech that no one cares about. While there’s nothing inherently wrong with those value propositions, they’re hollow promises. Everyone claims to be simpler. And if they don’t, they’ll claim to have more features. And if they don’t, they’ll claim to use some sort of hyped technology like machine learning, artificial intelligence, or blockchain. It’s lazy copywriting, and you’ll end up sounding like every other startup in a sea of mediocrity.

The key is specificity. Making a bold claim using conversational language.

Headlines

{Achieve desirable outcome} without {pain point}

Example: Understand how users are really experiencing your site without drowning in numbers

This versatile formula combines the outcome that users care about with addressing their concerns. Being upfront about their main pain point will make users confident that your product is the right fit to solve it.

The {opposite of what the process usually is like} way to {achieve desirable outcome}

Example: The easiest way to turn your passion into income

A benefit-focused formula emphasizing how the product is the solution to achieve an outcome in an opposite way to what users are used to. As the headline is entirely focused on benefits, make sure to explain what the product is in the subheadline.

Never {unpleasant event} again

Example: Never miss a sales opportunity again

Remind users of the unpleasant feeling they get when experiencing the pain point your product solves. Humans respond more intensely to negative stimuli (negativity bias) so this type of headline has the potential to be a strong attention-grabber.

{Key feature/product type} for {target audience}

Example: Advanced analytics for Shopify e-commerce

Target your exact persona by mentioning it explicitly in the headline along with the key product feature. Make sure to use the subheadline to mention how that feature is related to the outcome they care about most. How to make it stronger: appeal to your audience’s ego by including the trait they like to identify themselves with (e.g. ‘Email for closers’).

{Key feature/product type} for {target audience} to {what it’s used for}

Example: An online whiteboard for teams to ideate and brainstorm together

Add more clarity to the previous formula by saying what your product is mainly used for. Worth trying in less established niches where use cases are not easily understood yet.

You don’t have to {skills or resources your audience doesn’t have} to {achieve desirable outcome}

Example: With Ahrefs, you don’t have to be an SEO pro to rank higher and get more traffic

Overcome objections related to insufficient skills or resources of your audience by explicitly stating they’re not required to achieve the desired outcome. Good fit for products reducing the complexity of some processes and in niches that are thought to be accessible only to a narrow audience.

{Achieve desirable outcome} by {how product makes it possible}

Example: Generate more leads by seeing which companies visit your site

This formula lets you support the benefit you’re selling with a brief description of how the product makes it possible. The second part of the headline makes it stronger and more convincing.

{Key benefit of your product}

Example: Sound clear in online meetings

A very straightforward formula - just say what your product enables users to do in simple terms. Works best for products with a simple use case.

{Question highlighting the main pain point your product solves}

Example: Hate returning stuff to Amazon?

Ask a question mentioning the pain point your target audience wants to avoid and that users will answer ‘yes’ to. Add in words like ‘hate’ or ‘tired’ to make the headline even more intense.

Turn {input} into {outcome}

Example: Turn your hard-earned sales into repeat customers

Show visitors how they can turn something they already have into what’s even more valuable. The hook here is that it takes little effort to achieve the promised outcome as they only need the right tool to make it happen.

Come for our {most recognizable feature}. Stay for everything else.

Example: Come for our chat. Stay for our everything else.

This headline, best suited for all-in-one tools, highlights the fact that the product offers much more than just the main feature it’s known for.

{Achieve desirable outcome} while you {effortless activity}

Example: Drive subscription revenue while you sleep

Use this formula to highlight how effortlessly your audience can get results from your tool. Especially relevant for products working in the background or those that don’t require users’ active input.

{Achieve desirable outcome} in {short amount of time}

Example: Scrape any website in 2 minutes

Use this simple headline formula if the time-saving aspect of your product is crucial to your audience. Satisfying their need in a shorter time than expected is a compelling benefit.

{Key feature/product type} made {positive adjective}

Example: Bug reporting made easy

A short and simple formula that highlights how a product makes a given activity different than it usually is. Most often used for products that make some process easier or simpler.

{Achieve desirable outcome} {in a better way}

Example: Build internal tools, remarkably fast

Create your product’s value prop around the one differentiator that’s crucial to your target audience. In 1-2 words, highlight how it’s better than others.

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

Example: Tep is an adorable fitness tracking app that works like a tamagotchi.

Example: Airstory is writing software that lets you send great ideas straight to your document.

This one is commonly used by TechCrunch. Nice and clear.

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

Example: “They all looked at each other when I said I’d host the shower, but when they saw the invitations!”

Example: “My dad didn’t say a word when I told him I was going to art school. But when he walked into my gallery!”

Example: “Everybody scoffed when I applied for a patent, but when I made my first $100K!”

Who Else Wants {Most Desirable Outcome or Benefit}?

Example: Who else wants to look great naked?

Example: Who else wants that classic neighborhood experience?

Example: Who else wants to know when their client has viewed their invoice?

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

Example: The only ski vacation designed exclusively to turn beginners into pros

Example: The only task management software made exclusively for remote workers.

Example: The only invoicing software made to do your billing for you.

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

Example: The only accounting software that doesn’t come loaded with a hundred pointless features.

Example: The only accounting software that doesn’t require an accountant to work it.

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

Example: Now you can sell to your list without “annoying” them

Example: What if you could raise a family without giving up your career?

Now You Can {Do Something Desirable} {Great Circumstance}

Example: Now you can sell to your list and keep them coming back for more

Example: What if you could raise a family and earn six figures a year?

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

Example: We promise you this: lose 30 pounds or we’ll pay for a month at a different gym

Example: We promise you this: if we can’t get you a publishing contract within 6 months, we’ll find you new representation.

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

Example: Here’s the affordable way to treat yourself to more free time

Example: Here’s the eco-friendly way to get your home squeaky-clean

{Eliminate pain} {in an unexpected way}

Example: File your taxes while sitting on your hands.

Example: Get rid of coffee stains with your phone.

{Do desirable thing} {in an unexpected way}

Example: Complete more projects - faster than ever - by chatting online.

Example: Impress your boss by showing up for work late.

{Notable person} shows you how to {do notable thing like they do}

Example: England’s best-known butler explains the art of perfect invisibility

Example: James Patterson show you how to write bestsellers like he does

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

Example: Pearlman Ortho is a teeth-straightening studio that gives kids confident smiles. Without fear of being “metal mouth.”

Example: Harbor City Kitchens is a cabinet warehouse with 1000s of options - and no pressure.

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

Example: You’re tired of groggy sleeping pills. But you need a good night’s sleep. So it’s time you met Cool Comfort body heat regulating pillows.

Example: You’re tired of overpaying for brand names. But you want a sick audio experience. So it’s time you met Pakmo Headphones.

Example: You’re tired of remembering to take The Pill. But you aren’t ready to get pregnant. So it’s time you met the Nuvo Ring.

{Do something} like {world-class example}

Example: Run A/B tests like Peep Laja does.

Example: Promote incredible content like Brian Dean does.

Example: Moisturize your face like Katy Perry does.

Are You Still Wasting Money on ______ (Without Anything to Show for It?)

Example: Are you still wasting money on shipping charges (without anything to show for it)?

Example: Are you still wasting money on a gym membership (without anything to show for it)?

Example: Are you still wasting money on a lawyer (without anything to show for it)?

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

Example: Have a lasting, loving marriage you can be proud of

Example: Build a seven-figure business you can be proud of

Example: Get long, natural-looking lashes you can be proud of

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

Example: Get the astonishing power of eye tracking technology… without the high costs

Example: Get the unfathomable power of Facebook advertising… without the confusion

Get Rid of {Problem} Once and For All

Example: Get rid of your accountant’s fees once and for all

Example: Get rid of that nagging voice in your head once and for all

Example: Get rid of your sagging jowls once and for all

{Do Something Hard} in {Period of Time}

Example: Tune Even the Oldest Piano in 15 Minutes or Less

Example: Finish a marathon in the time it takes most people to run a half-marathon

9 Out of 10 {Group Members} Can’t/Don’t ____. Are You One of Them?

Example: 9 out of 10 novelists can’t remember the birthdays of their main characters. Are you one of them?

Example: 9 out of 10 marketers don’t like their freelancer’s attitude. Are you one of them?

Make Your First {$} in Just {Time}

Example: Make your first $100 in just 24 hours

Example: What if you could make your first million dollars in the next 12 months?

How to Permanently Stop {Painful or Embarrassing Thing}, Even if You’ve Tried Everything!

Example: How to permanently stop wet armpits from ruining your day. Even if you’ve tried everything!

Example: Permanently stop feeling underpaid and underappreciated, even if you’ve tried everything!

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

Example: Scrivener requires expensive training courses just to use it. Airstory is easy to use from the moment you sign up.

Example: PayPal charges as much as 10% every time you send any amount of money. But with NewPay, send an unlimited number of payments for 1 flat fee.

Can your {current solution} pass the ___ Test?

Example: Can your writing software pass the Nanowrimo Test?

Example: Can your dating app pass the Kid Sister Test?

You are {comparative} than you think

Example: You’re richer than you think

Example: You are twice as smart as you think

Let {your product} work on your {noun} for just {time period}

Example: Let the Ab Booster work on your abs for just two weeks

Example: Let our technicians work on your network for just 48 hours

Example: Let our ideas work on your brain for just 20 minutes

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

Example: Overcome the body chemical that keeps you fat

Example: Overcome the social pressures that keep your credit cards maxed

Is it worth {low price} to you to {get outstanding result}?

Example: Is it worth $2 to you to banish cellulite forever?

Example: Is it worth typing in your email address to get instant access to a Facebook post scheduler?

{Objection.} But/And it works.

Example: Ugly. And it works.

Example: Expensive. But it works.

{Quantifiable customer achievement}

Example: Readme axed their churn by 81%

—Corey

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