presents the...

Ultimate Collection
of Headline and
CTA Formulas
The Ultimate Collection of
Headline and CTA Formulas
... because only rookies write from scratch.

Joanna Wiebe, Copywriter & Copy Hackers Co-founder

We’ve pulled together every headline and call-to-action (CTA) copywriting

formula we’ve ever seen to create the ultimate guide - the most complete
resource - of copywriting formulas that you'll use daily.

This ebook will help you write all your headlines and button copy faster
and with greater likelihood of success.

You should be using copywriting formulas whenever you write anything.

They eliminate the guesswork that makes a lot of bad copy, well, bad copy.

Headline writing formulas

Truth: I never write a headline without consulting a swipe file of headlines.
These formulas are based on the swipe files of hundreds of copywriters.

You already know how important headlines are. I’m not gonna quote Ogilvy or
point to the dozens of copywriting books that hold that you should spend the
majority of your time writing your headline. I will, however, tell you this: every
“subhead” and crosshead down your page needs the same amount of
attention your primary headline gets.

So:

Consult the following formulas not just once on a page but every time you
write a line of copy that acts like a headline (including summary headers and
crossheads).
[Product Name] is a [product category] that [different
thing it does best]
This one is commonly used by TechCrunch. Nice and clear.

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

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

They All [Did Unpleasant Thing] When [Unexpected

Thing], But When [Ideal Result of Using Unexpected
Thing]!
Selling stationery:
"They all looked at each other when I said I'd host the shower,
but when they saw the invitations!"

Selling art school:

"My dad didn't say a word when I told him I was going to art school.
But when he walked into my gallery!"

Starting your own business:

"Everybody scoffed when I applied for a patent,
but when I made my first $100K!"

Who Else Wants [Most Desirable Outcome or Benefit]?

Fitness:
Who else wants to look great naked?

Real estate:
Who else wants that classic neighborhood experience?

Invoicing software:
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]
Ski vacation:
 The only ski vacation designed exclusively to turn beginners into pros

Project management software:

The only task management software made exclusively for remote workers.

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

The only [product category] that doesn't [objection or

anxiety].
Accounting software:
The only accounting software that doesn't come loaded with a hundred
pointless features.

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

Now You Can [Do Something Desirable] [Counter to

Expectations]
Email marketing software:
Now you can sell to your list without “annoying” them

Family coaching services:

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

Now You Can [Do Something Desirable] [Great

Circumstance]
Email marketing software:
Now you can sell to your list and keep them coming back for more

Family coaching services:

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

We Promise You This: [Highly Desirable Result] Or

[Consequence]
Gym membership:
We promise you this: lose 30 pounds or we’ll pay for a month at a different
gym
 Literary agency:
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]

House cleaning service:
Here’s the affordable way to treat yourself to more free time

House cleaning service:

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

[Eliminate pain in an unexpected way]

Tax preparation:
File your taxes while sitting on your hands.

Teeth whitening:
Get rid of coffee stains with your phone.

[Do desirable thing in an unexpected way].

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

Breakfast networking events:

Impress your boss by showing up for work late.

[Notable person] shows you how to [do notable thing

like they do]
Caregiver’s course:
England's best-known butler explains the art of perfect invisibility

Writing course:
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]
Dental service:
Pearlman Ortho is a teeth-straightening studio that gives kids confident
 smiles. Without fear of being "metal mouth.”

Online cabinet warehouse:

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].
Specialized pillows:
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.

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

Alternative birth control:

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]

Conversion course:
Run A/B tests like Peep Laja does.

Content course:
Promote incredible content like Brian Dean does.

Endorsed skincare:
Moisturize your face like Katy Perry does.

Are You Still Wasting Money on ______________ (Without

Anything to Show for It?)
Free shipping app:
Are you still wasting money on shipping charges (without anything to show for
it)?

At-home exercise machine:

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

Legal doc software:

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

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

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

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

Get the [Unusual Adjective] Power of [Product Category]

Without [Pain]
Crazy Egg software:
Get the astonishing power of eye tracking technology… without the high costs

Online marketing service:

Get the unfathomable power of Facebook advertising… without the confusion

Get Rid of [Problem] Once and For All

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

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

Cosmetic surgery:
Get rid of your sagging jowls once and for all

[Do Something Hard] in [Period of Time]

Piano-tuning app:
Tune Even the Oldest Piano in 15 Minutes or Less

Running training:
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?
Software for writers:
9 out of 10 novelists can’t remember the birthdays of their main characters.
Are you one of them?

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

Make Your First [$] in Just [Time]

List-your-services marketplace:
Make your first $100 in just 24 hours

Real estate flipping:

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

How-to-negotiate course:
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].
Writing software:
Scrivener requires expensive training courses just to use it.
Airstory is easy to use from the moment you sign up.

Online payments:
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?
Writing software:
Can your writing software pass the Nanowrimo Test?

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

You are [comparative] than you think

Bank:
You’re richer than you think

Brain-training game:
You are twice as smart as you think

Let [your product] work on your [noun] for just [time

period]
Workout machine:
Let the Ab Booster work on your abs for just two weeks

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

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

Overcome the [Unexpected Culprit] That Keeps You

[Unpleasant Thing]
Weight-loss book:
Overcome the body chemical that keeps you fat

Debt counselling:
Overcome the social pressures that keep your credit cards maxed

Is it worth [low price] to you to [get outstanding result]?

Weight-loss book:
Is it worth $2 to you to banish cellulite forever?

Social media software:

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

[One word.]
Advanced micro technology:
Tiny.

Anti-aging cream:
Young.

[Objection.] But/And it works.

Low-budget training video:
Ugly. And it works.

Teeth-straightening appliance:
Expensive. But it works.

Headline formulas for use on lead-gen pages,

for marketing ebooks or for blog posts
These are based on my favorite headlines in the history of headlines. See
them at play in old-school ads, on sites like Upworthy and in posts like this one
by Crazy Egg.

The Ultimate Guide to Good, Bad or Desirable Thing

What Everybody Ought to Know About Good, Bad or Desirable Thing

X Lessons I Learned from Person or Unusual Experience

To the role who will settle for nothing less than world-class outcome

Break all the rules and world-class outcome

How Your Service Provider Is Ripping You Off.

And What to Do About It Right Now.

I Found a Adjective Way to Get Incredible Outcome

 See why we have an adverb adjective social problem in just short time.

Influencer or celebrity emotional reaction to thing that basically the whole

world already understood

Is this the world’s first Good, Bad or Desirable Thing?

How to Survive Your First Good, Bad or Desirable Thing

How I found out that unexpected thing is the best medicine

Let me show you the secrets of powerful group

What Group or Celebrity Can Teach You About Unexpected Thing

People Regularly Pay Me $ for This Information.

But You Can Have It FREE.

David-type addresses Goliath-type. Result.

How to Make $ With Your ________________, Step-by-Step

The complete library of large # free and low-cost desirable resources

Behind the Scenes of a _____________

Person does X. Another person’s reaction. Result: priceless.

Is Trending Topic a Scam? Find Out If You’re Putting Your Resource at Risk

Here Is a Method/System That’s Helping Blank to Blank

Little Known Ways to Blank

The secret ways the people from a foreign country get desirable result

X Little Known Factors That Could Affect Your Thing in Which Reader Has a
Vested Interest

Why haven’t people like your readers been told these facts?

The Secret of Desirable Thing

# of group are right/wrong/confused about X

 Is it immoral to get desirable outcome?

Recently Downsized/Fired Profession Reveals the Dirty Little Secrets to

Outcome

Do you have the courage to do something very desirable?

This bad thing just happened. Outcome or media is adjective.

How to get incredible result and do unexpected thing as a result.

Bully does X. Bullied reacts with Y.

I Stopped Doing Common Thing Today. You Should Too. Here's Why.

Who doesn’t like somewhat accepted taboo? Unexpected answer with tease
about why.

I spent time working toward goal. I just quitting statement. Here’s why.

I don’t regret X. But here’s what I’d do differently.

Would you do unimaginable thing? I just did.

Copywriting formulas for better buttons (or

calls to action / CTAs)
Yay for working on your CTAs! Buttons are the site of conversion online - you
can’t convert without clicking at least one button. So don’t treat a button like
microcopy. Use these formulas to write - and test - better button copy.

The I Want Button

This CTA formula is all about filling in the blank. There are 2 blanks to choose
from:

I want to ____________

or

I want you to ___________

Let’s say you’re writing a button for a car website. You might complete those
phrases, “I want to get a new car” and “I want you to show me the newest
cars.” So the button copy would go like so, respectively:

Get a new car

or

Show me the newest cars

See the difference? And, yes, to be clear, in the second option, you do keep
the first-person “me” in the button. That’s actually what makes it so powerful.

"Get _________"
Want a magic word? Here you go: “get.”

People like to get things. There’s very little work or friction associated with
getting (depending, of course, on what follows “get”). It generally suggests
good things to come. So start your button with the word “get.” And make sure
the phrase that follows matches your prospect’s desire and expectations.

RAD
Lance first wrote about this fab CTA formula a few years ago. It stands for:

Require

Acquire

Desire

When using this formula, you want to ask yourself if the visitor has the info
s/he requires before clicking the button. This is huuuuge for conversion
copywriting: don’t put a button prematurely on a page. First give people the
info they require… then make the button / target easy to acquire (which is UX-
speak for click )... and then ensure your visitor desires what the button
promises.

CPSC
This post describes 4 call-to-action considerations. They refer to copy as “text”,
so I’ve swapped that out, turning their TPSC into a Copy Hackers-friendly CPSC:

Is the copy clear?

 Is the button placed well?

Is the button an easy and helpful size, not too big or too small?

Does the button color make it stand out on the page?

Like RAD above, CPSC helps you identify potential problems with your CTA,
beyond the copy on the button.

Hook, Line and Sinker

This CTA formula is courtesy of Wordstream. It’s great for ad copy but also
text links and buttons. Here’s how to use it:

Command verb + offer + urgency

For example: “Download our whitepaper today!”

Elements-of-the-Offer Formula
Admittedly, this formula is for closing - like on a sales page - rather than just
for button copy. But buttons are merely parts of calls to action, so I think this
belongs here.

1. Here’s What You’re Gonna Get

2. Establish the Value
3. Offer a (Conditional) Bonus
4. Price
5. Trivialize Price
6. Guarantee
7. Risk Reversal
8. Scarcity

You can read more about this one here

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