Sales page headlines are often one of the toughest parts of copywriting, and a lot of people get stuck figuring out what to say. (And, of course, how to say it.)
This is especially true now as trends have been moving towards shorter headlines for sales pages and landing pages alike. Gone are the days where you have a long, wordy headline that tries to pack everything in – now we’re keeping it (relatively) tight, if only for mobile readers.
If you’re gearing up for a Black Friday promotion, then you may want to revisit your sales pages (on a phone even!) to see if your headlines could use some trimming – or simply some added punch.
To help you along your way, I’ve taken the liberty of explaining 12 high-performing headline formulas below – and they're based on the products in the pay-what-you-want Karma Store, so they're not theoretical. (In fact, I'm planning on replacing a number of my current headlines with the ones below.)
Take a look at them now and see if there’s one that’s a perfect fit for you and your audience.
01 – Cake + icing
This headline formula is simple: start out with a compelling outcome or benefit, then follow it with an unexpected benefit that will be the icing on the cake.
- Great blog posts, fast and easy. (Plug & Play Blog Posts)
- Branding you’ll love, without the expense. (Plug & Play Pricing)
- Passive income, without the wait. (Product In A Weekend)
02 – Something should be something.
With this headline formula, you’re stating an ideal scenario for your customer, which your product is poised to deliver.
- More of your customers should be repeat customers. (300: How to Get 300 Loyal, Repeat Customers Buying Your Stuff)
- Marketing calendars should be easy. (Plug & Play Marketing Calendar)
- Your prices should be a perfect fit for you and your clients. (Plug & Play Pricing)
03 – Adverb + outcome
This simple headline formula has you start out with an adverb that sets the tone, and then states an outcome that the reader cares about. You can also spice up the outcome as you’ll see in the first and second bullets below.
- Quickly create products that can bring in money ASAP (Product In A Weekend)
- Finally set prices you can feel good about. (Plug & Play Pricing)
- Easily plan out a year’s worth of content. (The 1-Hour Content Plan)
04 – Something, simplified.
The ultimate in short and sweet – if your product or service simplifies a complex or thorny situation, you can make that your key selling point. Be sure to use client language for your “something” – pick a word they can identify with when they’re thinking about the topic.
- VAs, simplified. (Plug & Play VA)
- Branding, simplified. (Plug & Play Branding)
- List growth, simplified. (List Explosion)
05 – Something that works for this specific thing.
This headline formula uses a bit of thin slicing to connect your product or service to a specific audience or a specific purpose. Just think of who your customers are, or what the primary outcome of your offer is, and you’re good to go.
- Marketing templates that work for the one-person business (The Ultimate Digital Marketing Template Pack)
- A roadmap that works for starting your new business (Zero to Hero)
- Subject lines that work for getting your emails opened (Plug & Play Subject Lines)
06 – A better way to do the thing.
This headline formula takes one of the primary differentiators of your product or service (Faster! Easier! Custom! Premium!) and connects it to one of the core outcomes the customer wants to experience. This especially works well when what you’re selling is solving a big problem or a hole in the market.
- A simpler way to make products people want to buy. (Product In A Weekend)
- An easier way to get started with virtual assistants. (Plug & Play VA)
- A faster way to create your marketing calendar for the year. (Plug & Play Marketing Calendar)
07 – This was designed for X.
With this headline formula, we’re thin-slicing the audience, and highlighting the fact that what you’re selling was created with one goal in mind.
- Pricing formulas custom-crafted to make buyers say “YES!”. (Plug & Play Pricing)
- Marketing templates built for conversion. (The Ultimate Digital Marketing Template Pack)
- A business blueprint designed to help you hit the ground running. (Zero to Hero)
08 – Less and more.
Super short and super sweet, you tell buyers there’s less of what they don’t like, and more of what they do.
- Less work. More content. (Plug & Play Blog Posts)
- Less hustling. More repeat customers. (300: How to Get 300 Loyal, Repeat Customers Buying Your Stuff)
- Less struggle. More subscribers. (List Explosion)
09 – Something for your tribe.
More thin slicing – this time we’re associating the “tribe” or type of person they identify as being and connecting the outcome to that. Again, client language matters – you want to pick the word(s) they’ll identify with most strongly.
- Branding for DIYers (Plug & Play Branding)
- Blog post templates for busy people (Plug & Play Blog Posts)
- Virtual Assistant setup for first-timers (Plug & Play VA)
10 – Do this thing, within this time.
This headline formula is as direct as it gets – all you need to do is give an outcome and a timeframe.
- Create products you can sell – in just a few days. (Product In A Weekend)
- Plan a year’s worth of content before bedtime. (The 1-Hour Content Plan)
- Make a marketing calendar in one afternoon. (Plug & Play Marketing Calendar)
11. Do this thing that sounds appealing.
You can use this headline formula in seconds – just say what the buyer is going to be able to do, and phrase it in a way that sounds fun or appealing. (Reversing an objection here is a good way to do it, too.)
- Write blog posts the easy way. (Plug & Play Blog Posts)
- Get your business started on the right foot. (Zero to Hero)
- Swipe our library of market-tested email subject lines. (Plug & Play Subject Lines)
12 – Want X? Take this action.
The ultimate in “What’s In It For Them?”, this headline formula asks the reader if they want an outcome to establish relevance, then connects them to a next action that has to do with your product / service (or the sales page itself).
- Want organic list growth? Use these 4 strategies. (List Explosion)
- Want loyal, repeat customers? Find out how to get them. (300: How to Get 300 Loyal, Repeat Customers Buying Your Stuff)
- Want marketing to be easier? Use this template pack. (The Ultimate Digital Marketing Template Pack)
Further uses for these headlines!
You can also use these headline formulas for blog posts and email subject lines if you’d like – they work great in both those arenas.
And if you’re gearing up for a Black Friday promotion, then check to see if you want to use one of these headline formulas to give your sales page some extra punch.
Good luck, and shoot me an email if you use one of these headline formulas. I’d love to see your page. :)
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