35 Headlines Formulas Checklist

35 HEADLINES FORMULAS
CHECKLIST
*35 headlines formulas from “Tested Advertising Methods” by John Caples
© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 1

What’s The Purpose of The Headline?
Before you read what are the 35 headlines formulas , it is important to know what’s the purpose of a headline
and how it can literally, at least, 2x and 3x your sales if you do it properly.
According to John Caples, the headline is 50 to 75 percent of the advertisement. That means 50 to 75 percent of
the buying decisions are made at the headline alone.
I’m warning you, it’s going to take some time to read and digest it, but this is the stuff that can dramatically
increase your conversions overnight if you know how to do it the right way.
So what’s the purpose of a good headline?
The best headlines are the ones that aim at a specific target audience and offer something its readers want
and want badly.
In other words, it should appeal to their self-interest and resolve their current problem. It must
promise the reader a benefit, take away pain or gain pleasure, which are the two basic human needs.
You can appeal to the human need to gain pleasure by pointing out how the readers can attain or accomplish
their core desire or show them how to avoid pain by pointing out how they can reduce or eliminate undesirable
things.

What’s The Purpose of The Headline?
Here’s a little tip:
Never write a headline like an Ad, but more like an editorial style by providing some useful information with a
strong benefit that will help your reader.
According to Ted Nicholas, five times as many people read editorials than Ads. It can potentially pull up to
500% more in sales!
Now that we know the gravity of how the headline is important and how it can dramatically affect your sales,
let see what are the 35 headlines formulas checklist.

News Headlines (8)
One of the most important functions of advertising is to present new products and to tell about new uses and
new improvement of old products.
1. Begin your headline with the word “Introducing”

Introducing [brand name]. New and Most Updated Traffic &
Conversions Methods in 2015.
Introducing a New Way To Lose Your First 20 Pounds While Eating

The Food You Love
2. Begin your headline with the word “Announcing”

Announcing a Great New Jacket
Announcing a New Selection of [Brand Name] T-Shirts
An Important Announcement To WFHM

News Headlines (8)
3. Use words that have an announcement quality

Good-Bye… Old Fashioned Air Conditioners
Just Published… A New Encyclopedia
4. Begin your headline with the word “New”

New Method Of Turning Your Prospect Into Customer
New Real Estate Closing Techniques That Will Get You More
Customers Even While The Market is Down
New Way of Gaining 10 Pounds of Lean Muscle

News Headlines (8)
5. Begin your headline with the word “Now”

Now In Paperback!
Now… Learn How To Drive Quality Traffic On Demand
Now Closing Prospects Has Become Even Easier With

[Product Name]
6. Begin your headline with the words “At Last”
At Last - You Can Now Create High Converting Landing Pages

With This New and Easy Software To Use

News Headlines (8)
7. Put a date into your headline
July Sale of Fashion Gloves
Monday Save 30% To 60% On These Books
8. Write your headline in news style

Just Published a New Booklet Announcing A New Series of
Business Courses
*Formula #2, #4 and #8 has been used in this headline. Other

words and phrases that give a news flavour are “Just invented”,
and “Just off the press.”

Headlines That Deal With Price (5)
“Sales tests show that one of the most important factors in any sale is price. Readership surveys show that
readers will often skip copy set in big type in order to get to the bottom of an ad and read prices set in small
type.” - Tested Advertising Methods, John Caples
9. Feature the price in your headline
Would You Spend $5 To Feel Like a Million?
Guaranteed 17 - Jewel Quality Watches… $16.95
10. Feature reduced price
Highly Effective Step-by-Step Copywriting Course Usually

$197.00 … Sale $97
Wamsutta Supercale Sheets… Slightly Irregular… $3.95

(If perfect $6.95)

11. Feature a Special Merchandising Offer
30 - Day Supply of Vitamins On Your Fur
For Big Thirsts. 48 Oz. 49c
12. Feature An Easy Payment Plan
No Money Down… Easy Payments When You Buy Cyclone Fence
Order Now… Pay After February 15

13. Feature a free offer (the classic one, yet really effective)
FREE Video Reveals How To Get Your First 10-30 Leads A

Day Consistently - Without Having Any Past Experience
FREE Guide: How To Turn Your Most Hard-Nosed Prospects

Into Cash-Generating Customers
14. Offer information of value

People buy newspapers and
Straight Facts On When To Take Profits magazines to read articles and have
information. It increases your
Only One of These Safety Features Can Help You Avoid An readership.
Accident
As mentioned earlier, if you can write
10 Ways To Start Generating Traffic To Your Website your Ad like an editorial style, you
increase your readership by 5 times.

Headlines That Tells A Story
Story telling is very powerful, because we all love a good story. We were conditioned as children to like
them. It makes your message clear and compelling to your craft. A story will, most of the time, connect
and resonate with your prospect on an emotional level - emotion sells.
15. Tell a story
They Laughed When I Sat Down At The Piano But When I

Started To Play…
How I Improved My Memory In One Evening
How I Was Able To Quit My 9-5 Job and Spend More Time
With My Kids Doing What I Love

Using Key Words In Headlines (10)
16. Begin your headline with the words “How To”
How To Win Friends and Influence People
How To End Money Worries
How To Keep Your Husband Home … And Happy
It is in the human nature to learn how to do the things they

want to do and how to get the things they want to get, thus the
key word “How To” increase the readership of your copy.

17. Begin your headline with the word “How”
How I Earn My Living In 4Hours A Day
How This New Easy Step-by-Step System To Follow Will Help

You Quit Your 9-5 End Job and Give You More Quality Time
To Spend With Your Family
How I Lost My First 10 Pounds (Formula #15 - Story Telling)
18. Begin your headline with the word “Why”
Why Your Business Is Making Only a Small Fraction of Its

Profit Potential?
Why Some People Almost Always Make Money In The Stock

Market and You Don’t?

19. Begin your headline with the word “Which”
Which Of These 5 Highly Effective Simple Closing Techniques

Will Help You Close The Most Amount of Prospects?
Which Is The Best Battery Value For Your Car?
20. Begin your headline with the words “Who Else”
Who Else Wants To Know How To Make Their First $3,000

This Month?
Who Else Wants A Whiter Wash - With No Hard Work?

21. Begin your headline with the word “Wanted”
Wanted - Your Services as a High-Paid Real-Estate Specialist
*The word “Wanted” is a compelling word that makes the reader

curious to know what is wanted. Further more, the headline above
suggests a great demand for real-estate specialists.
22. Begin your headline with the words “This”

This Soothing Beauty Bath Is Astonishing To Fastidious
Women
This Kind of Luxury Is Like Stepping Back Into The 1980s.

Except This Time You Can Actually Afford It. [Auto]
*By beginning the headline with the word “This”, first of all, it makes
it specific and, second of all, it draws attention to the product you’re
advertising.

23. Begin your headline with the word “Because”

Because Traffic Is The Blood of Your Business [Traffic Course]
Because Your Pet’s Quality of Life Is Important To You [Cat

Food]
24. Begin your headline with the words “If”

If You Think You Can’t Afford [Product/Service], You Haven’t
Checked [Special Discount, Leasing Terms, etc.]
If You Want a Worthy Comparison, Ask To See It In Green

25. Begin your headline with the word “Advice”

Advice To Network Marketers and Internet Marketers
Advice To A Young and Serious Person Starting Out In

Business
*The word “Advice” will increase readership of your copy, because it

provides a free advice -nothing to sell, and it suggests to the reader
that they will discover some useful info if they read the entire body
copy.
26. Use a Testimonial-Style Headline
“Discover The Greatest Value In High-End Loudspeakers”
I Was Going Broke - So I Started Reading The Wall Street

Journal
Let Me Tell You How I Reduced For Keeps

27.Offer The Reader a Test
Can You Pass This Memory Test?
A Test of Your Copywriting Ability
28. Use a One-Word Headline
This method is successful if the single word is meaningful and

selects the right audience. Can be printed in big type and thus
This is a classic that has
give big display to small ad.
appeared for more than 50
years in hundreds of college
It has been working for several years with mail orders and papers just before the end of
patent medicine advertisers. the school year.

29. Use a Two-Word Headline
Sometimes with one word headline it’s impossible to convey a
meaningful message about what you’re selling. In that case,
two-word headline are slightly… better.
Free Money
Be Strong
Head Cold
30. Use a Three-Word Headline
Burn Fat Faster
Make Money Now
Double Bonus Sale
Get August Free

31. Want the reader to delay buying
Don’t Create One Facebook Ad Until You Read This Guide
Buy No Desk Until You Have Seen The New, All-Steel

Executive
Don’t Buy Car Insurance Until You Have Read These Facts
“Most headlines urge you to buy something. Therefore, a headline

advising “Don’t Buy” is an effective stopper.”, Tested Advertising
Methods by John Caples
32. Let the advertiser speak directly to the reader

If You Think You Can’t Afford [Product/Service], You Haven’t
Checked [Special Discount, Leasing Terms, etc.]
If You Want a Worthy Comparison, Ask To See It In Green

33. Address your headline to a specific group or person
To All Network Marketers Who Want To Leverage Their
Business Using Facebook
Highly Effective Closing Techniques To Real-Estate Men Only
To a $25,000 Man or Woman Who Would Like To Be Making

$50,000
*This type of headline selects right away your logical prospects and
target audience and it offers the prospects a solution to some
problem close to their hearts.
34. Have your headline ask a question

Can You Find The 26 Different Products From Amway In This
Photo?
Does It Frustrate You That Your Business Is Making Only a

Small Fraction of Its Profit Potential? (injecting emotion)
Don’t You Just Get Hopping Mad Every Time You Give a
Kick-Ass Sales Presentation and Your Prospect Still Won’t
Buy From You?

35. Offer benefits through facts, figures and specifics
Why the Securities Regulator Forbid Me to Tell You How to

Consistently Earn 151.8% to 301.02% Returns on Your
Investments
[NAME of Product] Burns Up To 79% More Calories Than

Ordinary Treadmills

My Personal Thoughts
Yes, it might be overwhelming having 35 headlines formulas, but I suggest you to keep it simple. Use the
one that is personally working the best for you and keep improving it.
I personally use a lot the formula #16 - Begin your headline with the word “How To”, because it
simply works really well and it has been used by David Ogilvy, a Legend in direct response marketing, who
made millions of dollars.
Here are some of his sales letter that performed really well using the formula #16:

My Personal Thoughts

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35 HEADLINES FORMULAS

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 1

So what’s the purpose of a good headline?

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 2

Here’s a little tip:

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 3

1. Begin your headline with the word “Introducing”

Introducing a New Way To Lose Your First 20 Pounds While Eating

2. Begin your headline with the word “Announcing”

Announcing a New Selection of [Brand Name] T-Shirts

An Important Announcement To WFHM

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 4

3. Use words that have an announcement quality

Just Published… A New Encyclopedia

4. Begin your headline with the word “New”

New Way of Gaining 10 Pounds of Lean Muscle

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 5

5. Begin your headline with the word “Now”

Now… Learn How To Drive Quality Traffic On Demand

Now Closing Prospects Has Become Even Easier With

6. Begin your headline with the words “At Last”

At Last - You Can Now Create High Converting Landing Pages

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 6

7. Put a date into your headline

July Sale of Fashion Gloves

Monday Save 30% To 60% On These Books

8. Write your headline in news style

*Formula #2, #4 and #8 has been used in this headline. Other

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 7

9. Feature the price in your headline

Would You Spend $5 To Feel Like a Million?

Guaranteed 17 - Jewel Quality Watches… $16.95

10. Feature reduced price

Highly Effective Step-by-Step Copywriting Course Usually

Wamsutta Supercale Sheets… Slightly Irregular… $3.95

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 8

11. Feature a Special Merchandising Offer

30 - Day Supply of Vitamins On Your Fur

For Big Thirsts. 48 Oz. 49c

12. Feature An Easy Payment Plan

No Money Down… Easy Payments When You Buy Cyclone Fence

Order Now… Pay After February 15

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 9

FREE Video Reveals How To Get Your First 10-30 Leads A

FREE Guide: How To Turn Your Most Hard-Nosed Prospects

14. Offer information of value

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 10

15. Tell a story

They Laughed When I Sat Down At The Piano But When I

How I Improved My Memory In One Evening

*35 headlines formulas from “Tested Advertising Methods” by John Caples

© Copyright 2015 * www.InterneTrafficMastery.com All Rights Reserved 11

16. Begin your headline with the words “How To”

How To Win Friends and Influence People