You already know the headline is the most important part of your article. You know it because every writing teacher has told you, because your own behavior proves it (you skim headlines and click the ones that grab you), and because the data is unambiguous: eight out of ten people will read your headline, but only two out of ten will read the rest.
So let’s skip the lecture and get to the tools.
Below are 22 headline formulas, beyond the basic “How to” structures you’ve seen a thousand times, that you can customize for your audience. Each one works because it taps into a specific psychological trigger. Understanding why each formula works is more valuable than the formula itself, so I’ve included the mechanism behind each one.
1. Who Else Wants [blank]?
The mechanism: Social proof. The phrase “who else” implies that plenty of people already want this thing. The reader’s natural instinct is to join the consensus.
Examples
- Who Else Wants More People to Read Their Writing?
- Who Else Wants a Higher Paying Job?
- Who Else Wants More Fun and Less Stress on Vacation?
2. The Secret of [blank]
The mechanism: Curiosity gap. “Secret” promises insider knowledge the reader doesn’t currently possess, and people will go remarkably far to close a knowledge gap they didn’t know they had.
Examples
- The Secret of Successful Podcasting
- The Secret of Protecting Your Assets in Litigation
- The Secret of Getting Your Home Loan Approved
3. Here Is a Method That Is Helping [blank] to [blank]
The mechanism: Social proof plus specificity. You’re naming your target audience and the benefit they’re receiving. The reader thinks: That’s me. I want that.
Examples
- Here Is a Method That Is Helping Homeowners Save Hundreds on Insurance
- Here Is a Method That Is Helping Children Learn to Read Sooner
- Here Is a Method That Is Helping Content Marketers Write Better Titles
4. Little-Known Ways to [blank]
The mechanism: Exclusivity. It’s a more sophisticated cousin of “The Secret of”, the promise of rare information that most people don’t have.
Examples
- Little-Known Ways to Save on Your Heating Bill
- Little-Known Ways to Optimize Gmail
- Little-Known Ways to Lose Weight Quickly and Safely
5. Get Rid of [problem] Once and For All
The mechanism: Finality. The “once and for all” promises permanent relief from a recurring pain. People will click for a temporary fix. They’ll commit for a permanent one.
Examples
- Get Rid of Your Unproductive Work Habits Once and For All
- Get Rid of That Carpet Stain Once and For All
- Get Rid of That Lame Mullet Hairdo Once and For All
6. Here’s a Quick Way to [solve a problem]
The mechanism: Speed. People love quick solutions to nagging problems. The promise of speed lowers the perceived effort, which lowers the barrier to clicking.
Examples
- Here’s a Quick Way to Get Over a Cold
- Here’s a Quick Way to Potty Train Junior
- Here’s a Quick Way to Back Up Your Hard Drive
7. Now You Can Have [something desirable] [great circumstance]
The mechanism: The “have your cake and eat it too” appeal. You’re resolving a tension the reader thought was permanent, two good things that seemed mutually exclusive.
Examples
- Now You Can Quit Your Job and Make Even More Money
- Now You Can Meet Smart Singles Online Without Spending a Dime
- Now You Can Own a Cool Mac and Still Run Windows
8. [Do something] Like [world-class example]
The mechanism: Aspiration and association. Gatorade built an entire empire on this with “Be Like Mike.” You’re linking the reader’s desire for improvement to a name they already revere.
Examples
- Speak Spanish Like a Diplomat
- Party Like Mick Jagger
- Blog Like an A-Lister
9. Have a [or] Build a [blank] You Can Be Proud Of
The mechanism: Vanity, dissatisfaction, and pride. You’re naming something the reader wants to feel good about and offering them a path to that feeling.
Examples
- Eat a Healthy Diet You Can Be Proud Of
- Have a Smile You Can Be Proud Of
- Build a Professional Network You Can Be Proud Of
10. What Everybody Ought to Know About [blank]
The mechanism: The challenge. It’s almost a dare, suggesting the reader might be missing something fundamental. No one wants to be the person who doesn’t know what “everybody” knows.
Examples
- What Everybody Ought to Know About SEO
- What Everybody Ought to Know About Adjustable-Rate Mortgages
- What Everybody Ought to Know About Writing Great Headlines
11. Give Me [short time period] and I’ll Give You [blank]
The mechanism: Asymmetric payoff. You’re asking for very little (minutes, days) and promising a lot. The ratio of investment to return makes this nearly irresistible.
Examples
- Give Me 5 Days and I’ll Give You the Secret of Learning Any Subject
- Give Me 3 Minutes a Day and I’ll Give You a Better Complexion
- Give Me 7 Minutes and I’ll Share 10 Email Marketing Tips
12. If You Don’t [blank] Now, You’ll Hate Yourself Later
The mechanism: Fear of missing out and loss aversion. We’re wired to avoid loss more strongly than we seek gain. This formula activates that wiring directly.
Examples
- If You’re Out of the Market Now, You’ll Hate Yourself Later
- If You Don’t Start Investing Now, You’ll Hate Yourself Later
- If You Don’t Optimize Your Site Now, Google Will Hate You Later
13. The Lazy [blank’s] Way to [blank]
The mechanism: Permission to be efficient. No one likes to think of themselves as lazy. Everyone likes to save time and effort. This formula lets the reader have the shortcut without the moral judgment.
Examples
- The Lazy Man’s Way to Riches
- The Lazy Dad’s Way to Quickly Getting Dinner on the Table
- The Lazy Blogger’s Way to Write Great Post Titles
14. Do You Recognize the [number] Early Warning Signs of [blank]?
The mechanism: Threat detection. Humans are hardwired to scan for danger. This formula leverages that instinct by promising to reveal threats the reader might not see coming.
Examples
- Do You Recognize the 7 Early Warning Signs of High Blood Pressure?
- Do You Recognize the 7 Early Warning Signs of an Employee Meltdown?
- Do You Recognize the 7 Early Warning Signs of Social Media Addiction?
15. See How Easily You Can [desirable result]
The mechanism: Empowerment. The word “easily” lowers the barrier while the result raises the desire. Together, they create a sense that the payoff is both worthwhile and attainable.
Examples
- See How Easily You Can Learn to Dance This New Way
- See How Easily You Can Own a Lamborghini Miura
- See How Easily You Can Increase Traffic with Social Media
16. You Don’t Have to Be [something challenging] to [desired result]
The mechanism: Barrier removal. People almost always have preconceived notions about what’s required to achieve a result. This formula dismantles those preconceptions before the reader even clicks.
Examples
- You Don’t Have to Be Rich to Retire on a Guaranteed Income for Life
- You Don’t Have to Be a Geek to Make Money Online
- You Don’t Have to Be an A-Lister to Be a Kick-Ass Blogger
17. Do You Make These Mistakes?
The mechanism: Self-preservation. No one likes making mistakes, and the open-ended “these” creates a curiosity gap that can only be closed by reading.
Examples
- Do You Make These Mistakes in English?
- Do You Make These WordPress Mistakes?
- Do You Make These Mistakes With Your Blog?
18. Warning: [blank]
The mechanism: Alert. The word “warning” is an attention magnet. It signals that what follows is important enough to interrupt whatever the reader was doing. Use it carefully, overuse kills the effect.
Examples
- Warning: If You Depend on Google for Both Traffic and Advertising, You Pretty Much Work for Google
- Warning: 2 Out of Every 3 People in Your Industry Will Be Out of Work in 5 Years, Will You Be One of Them?
- Warning: Do You Recognize These 7 Early Warning Signs of Content Burnout?
19. How [blank] Made Me [blank]
The mechanism: Story plus contrast. The most effective use of this formula pairs two dramatically different elements, the more unexpected the connection, the stronger the curiosity.
Examples
- How a “Fool Stunt” Made Me a Star Salesman
- How an Obvious Idea Made Me $3.5 Million
- How Moving to Iowa Improved My Sex Life
20. Are You [blank]?
The mechanism: Identity check. A question directed squarely at the reader forces them to self-assess. Boldness works here, the more provocative the question, the more magnetic it becomes.
Examples
- Are You Ashamed of Smells in Your House?
- Are You Ready to Learn Marketing for Your Next Job?
- Are You a Courageous Blogger?
21. [Blank] Ways to [blank]
The mechanism: Specificity plus abundance. It’s a “how to” enhanced by a number that tells the reader exactly what they’re getting. The number implies thoroughness and authority.
Examples
- 101 Ways to Cope With Stress
- 21 Ways to Live a Better Life with Less
- 5 Ways to Write Killer Headlines
22. If You’re [blank], You Can [blank]
The mechanism: Precision targeting. The first blank identifies a specific type of person. The second blank makes a promise to that person. The reader who matches the first blank feels like you wrote the headline specifically for them. (Which, in a sense, you did.)
Examples
- If You’re a Non-Smoker, You Can Save 33% on Life Insurance
- If You’re an Accountant, Our Frequent Flyer Program Really Adds Up
- If You Love Scuba, You Can Dive Belize This Week Only for a Song!
A Warning About Headline Formulas
Understanding why a formula works is the difference between using it skillfully and wearing it like a cheap costume. When you grasp the psychological mechanism behind each structure, you’ll write better headlines even when you’re not using any formula at all.
Copy the structure. Understand the mechanism. Then make it your own.