Headline Formula

Most founders try to write clever headlines and end up with something vague. Copywriters use formulas because they've been tested on millions of eyeballs and they work.

The goal isn't to sound like a poet. It's to communicate the outcome quickly enough that a tired ad-click visitor decides to keep reading.

1. [Verb] [outcome] [without pain]
"Ship projects 3× faster — without more meetings."
"Grow your list by 40% — without writing more content."

2. The only [category] you'll ever need
"The only project management tool built for 2-person teams."

3. [Number] ways to [outcome]
"12 ways to close more sales calls."

4. [Outcome] in [timeframe]
"Clear, radiant skin in 4 weeks."
"Your landing page live in under 2 minutes."

5. Stop [pain]. Start [solution].
"Stop guessing which ad works. Start tracking every dollar."

If your brand voice is playful, raw, or confrontational, rigid formulas can feel corporate. Brands like Liquid Death (water company) or Nuts.com have built empires with non-formulaic headlines that leak personality.

The rule: if you can write something that's both specific AND on-brand, go for it. If you can't, use a formula. Specificity > cleverness always.