7 Catchy Headline Formulas: Copywriting Tutorial (Easy Copy-Paste)

Key Takeaways

let's write some compelling headlines for your landing pages sales pages and the rest of your funnel time stamps below along with some other helpful links and resources including a link to grab a copy of our sales funnel playbook to help you with all of your copywriting it has all these headline formulas as well now of course when it comes to copywriting we need to make sure that we're speaking to the right person right the people who are actually going to purchase our products and services and so irrespective of what stage of copywriting you're in there are two basic questions you need to answer in order to use all of these formulas that we're about to go through first we need to identify what results are our ideal customers after there's definitely a better way to say that and then what roadblocks do they perceive not what we perceive but what roadblocks do they perceive is getting in the way of achieving those results so all you have to do is spend five or ten minutes and list out all the results your ideal customer is after even if it's not directly related to your product or service and then all of the roadblocks things that they think are in their way or they have to overcome in order to achieve the results that they're looking for and so at just as an example let's say we have a product that's going to help people be better with facebook ads so for desired results we could say consistent leads positive return on ad spend more confidence what do they think is getting in their way not sure what kinds of ad to use maybe metrics are confusing or maybe they just don't think they have enough time to learn and so once you have these results and roadblocks you can easily plug and play all these formulas that we are about to go over so let's go ahead and jump into some simple headline formulas for your landing page so number one we have how to result without roadblock or we could say how to result even if and i'll get to the difference between without and even if in a moment then of course we can also just focus 100 on roadblocks and say how to break through a roadblock without dealing with another one because sometimes our ideal customers they have this progression in their head where they think oh i have to fix this problem before i can overcome this one and so if we can remove something that's potentially preventing them from taking action we can speed up the sales process and of course handle an objection to buying a product or service and then finally my personal favorite for landing pages although you can use these on any page i'm just making suggestions on where to use these formulas how to result in the next time frame even if roadblock and so time frame is a really powerful tool that can also completely backfire on you and we'll go through a little bit more on that in a moment now here are some examples using our results and roadblocks from our example of facebook ads and helping people with facebook ads and some of these examples in plugging these in so the first one we have is how to cut your ad cost in half without starting all over right so we're saying you can do this without having to do that that's pretty much all we're doing here and then we come down to how to invest one dollar and get 1.5 back even if your current campaigns aren't working so here's a good way to think about the difference between even if and without and so without our external roadblocks things that they have to overcome externally that are maybe are external pressure or something that they have to deal with whereas even if is more internal this is their current experiences or whatever they currently have available to them and so without just think external even if is a little more personal internal right so that's why i tend to like using even if we can because it gets more at the personal experience as opposed to without is a bunch of kind of external things so let's go ahead and go through the process of actually taking these roadblocks taking these results and combining them together into a cohesive headline like these examples that you're looking at here so i'm going to jump into a simple google doc and here's the exact same process i do because i use these formulas all the time for ours because they they tend to work pretty well and i'm always crunch for time when building our funnels so here's how i like to do it i'll bold the pieces of the formula that are kind of set in stone and then i'll just list out all of the components that would work in that particular slot don't worry about grammar so in the instance we're seeing here we have how to get more leads generate more sales 3x your return on ad spin profitably scale your campaigns so all i'm doing is is i'm looking at that results list and i'm condensing it down into say three to five words right and just making a list of all the results that could work in this particular sec in this particular part again don't worry about grammar here and then we have the time frame in just and let's say in just seven days 45 minutes 90 days of course the time does need to be reasonable but here's where time can either hurt you or help you since this is a landing page i want to talk in minutes hours maybe days probably not days why because on a landing page we need people to get an immediate result right we're delivering a lead magnet they're going to join a webinar some special training jump on the phone with you whatever it is the results need to be immediate because we need people to have that aha moment get that little dopamine drip of taking a step forward so that they're more open to purchasing our product or service as opposed to on our sales page if we say in the next 10 minutes or the next 45 minutes well that could actually diminish the value of what we're selling so say we're selling a course and we want to charge 500 for it and we're saying they're going to get the results in the next two days right why would i pay 500 for results that are going to happen in the next two days as opposed to you're going to be successful in the next 30 or 90 days and you choose a bigger result right so choose a result that maybe they thought was going to take six months or a year and so in that regard saying 30 or 90 days when you're selling a 500 course actually helps to reinforce the value of the course because you're taking something that would have taken six months to a year and condensing it down into 90 days and so it makes sense that oh i'm saving all of this time but it is possible that you're saving too much time right you say oh this isn't going to take you six months this is going to take you two minutes that just doesn't make sense right so you do want to keep in mind how your time frame is going to affect the value of what you're offering probably spend way too much time on that speaking of time so let's go to without an even if and then i have two lists here so i have without increasing your ad spend starting all over again or even if you're new to advertising find this overwhelming not a numbers person don't have time to learn right so we can see here without is a little more pragmatic right increasing your ad spend starting all over and then even if these are a little more emotional right which is why they tend to work a little better because we can kind of poke a little bit at the pain points that they're currently dealing with and maybe some negative emotions that might be frustrating them or driving them a little nuts right and so we go through this process and then really it's just plug and play at this point so the end one we came up with here for this particular example how to 3x euro as in the next seven days without increasing your ad spend and you can see here with some a little grammatical tweaks we could make almost any combination of these work and so how do we know which combination to use split testing of course right this is a brainstorming process so comment below if any of this isn't making sense and of course you have the sales funnel playbook to back you up with all these formulas and more so let's go ahead and jump into some formulas for our sales page again you could use these formulas on any page but this is just kind of the run through that i like to use so coming back to our diagram here we have the power word way to result without roadblock or how any prospect identifier can now result in just time and so quickly before we jump into this power words just think of them as adjectives or a way to add a little bit of oomph to whatever you're talking about so this is a list of power of example list of power words if you head over to whatever your favorite search engine is and just type in power words list you're going to find a bunch of blog posts with a bunch of examples and so this is just a way to add a little bit of power and um to whatever you're talking about so let's go through some examples to see how this plays out so the first one here we have that's a little hidden because i just ran out of room on the slide the quickest way to find your best opportunities without starting all over again so you'll notice here that it's very similar but we'll get to the reason why i like using this formula specifically for sales pages versus some of the formulas for the landing page that we just went through and then so skipping down here let's go to number four how any business owner can now launch new facebook campaigns in just 48 hours right and you can see facebook advertiser entrepreneur and so this is a great way to call out who your offer is specifically for and so something in copywriting of course is when you try and speak to everyone you wind up connecting with no one so it will actually increase your sales when you alienate the people who aren't a good fit plus you don't want them on your email list because they're not going to open your emails and of course they're not going to buy and if they do buy then they're just going to refund because they weren't a good fit in the first place so let's just save all that time and headache and alienate them so we can better focus on the ideal customer who is going to be a really good fit because the more we can focus we want people to read our headlines go through our sales copy and go oh yeah that's me yeah this is this is for me as opposed to well i guess i'm an entrepreneur or i guess i'm a business owner you don't want those customers or people on i wouldn't want those customers or people on this particular list for this particular offer because obviously they're on the fence and they're not a good fit so let's again jump over to our example here and go through our process for actually writing so again we have our list of desired results and roadblocks and then we'll skip down here and we go through the exact same process so proven new best fastest unbelievable secret little known you could copy these for yourselves right these are really generic you could start every single brainstorming session with these right and then we go back to a result now the difference here and let's say this is going to be either a some sort of digital product like a course or maybe a membership mastermind i like using way too because it insinuates that you have a different unique method to going about something versus everybody else right so that's why i really like using this particular headline for digital products or courses because ultimately your course or digital product is just a unique way to solve a problem and achieve a specific roadblock so let's use a headline that captures the essence of what we're actually selling and then way to results without roadblocks so here of course if we're on a talking about sales we want the result to be a lot bigger right so as as opposed to oh you're going to you know increase your ad spend a little bit or you're going to increase your results you're going to get a little more leads we want to go much bigger saying you're going to 10x your business or you're going to scale three or four times faster than you ever thought possible and so those were terrible examples because i didn't write them down beforehand that's why i i like to prepare okay i back myself in a quarter let's just jump back in here really don't know where i was going with that that's why you write all this out before you before you make a video right youtube's a little more forgiving and so we write out all those big big results and then we think of a big big roadblock and so in this particular instance we came up with the proven way to design winning campaigns without months of trial and error and so we are going to be selling some sort of course and of course we're going to show them how to design winning campaigns which frankly is a little nebulous we'd probably want to be a little more specific but it is nice and broad so we're kind of capturing anyone who wants winning campaigns and we have an opportunity throughout the rest of the sales letter or sales video to actually explain what the heck that that means but hey it does its job of grabbing attention and of course building some curiosity and pointing to the fact that they're going to save a lot of time by going through whatever this course is which is normally a main selling point of a course is saving time because people don't want to have to figure it out all by themselves right so comment below again if you have any questions as we go through this let's go through our last set of formulas here and these are specifically for our upsell pages again you could use these wherever though so we have the mechanism that allowed me to result and the mechanism that has prospect to result so mechanism is simply a name that you give a feature of whatever your product or service is or a name you give your product and so the reason i like using these mechanism-based headlines for upsells is at this point someone's just purchased right and so they know that this page is selling them something we already have their attention we already have their curiosity and so we kind of skip through the typical enrolling and attention grabbing that we might do with other headlines and just say hey we've got this really cool thing and i think you want this too right that's pretty much what we do with upsell pages of course you can use this elsewhere and of course these are examples of different words you could use for mechanisms and here's an example of what we might make as an upsell to our particular offer and so we have the integrated creation framework that allowed me to cut my editing time in half right integrated creation framework sounds cooler at least i think than just saying learn how to edit videos faster right so we're just giving we're just giving a cool name or i think a cool name hopefully you think it's cool too the thumbs down i guess if you don't although i guess that doesn't really mean anything anymore since we can't see how many thumbs down i'm getting distracted let's go to number three here or the weird video campaign that allowed us to double our subscriber growth in 30 days right and so instead of just saying learn how to run ads to get more subscribers or learn how to run ads to get more leads and sales we give it a name and just more like an adjective just say hey this is a weird trick that i think is going to work really well and so we're just building some intrigue and curiosity around something that really if we said exactly what it is would sound really plain and jumping over to our example doc here's how we would come up with some mechanism names so we have facebook funnel library facebook ads library view your competitor's ads ultimate swipe file or new funnel template and so in parentheses here the funnel library is just pictures of facebook ads and landing pages right or ad libraries just picture facebook ads but if we say hey i'm going to send you 500 pictures of facebook ads that doesn't really communicate the value of why someone would want those particular pictures so if i scroll down here here's an example from a bullet point we have the canvas technique which is just how to create images or pas2 framework which is just how to write ads and so sometimes especially if you're doing digital products just write out how to and then fill in the blank with a bunch of examples of what your course or products going to allow them to do and then just give each one of those a name and now you have a mechanism so hopefully that kind of demystifies what the heck a mechanism is and how we turn something that's really just boring a feature and turn it into something that can build some intrigue and curiosity around what you offer and then of course two and we just have a list of results right and so that's all there is to it to copywriting and that does it for our copywriting formulas now before you go there is one way to supercharge this entire process and that is pulling formulas directly from your competitors and all you need to do is choose three to four competitors or just bigger businesses in your niche and go to their landing pages and sales pages just make a screenshot copy like this i just use the free awesome screenshot tool for as a chrome plugin and then you're going to copy all this text this is a page from digitalmarketer and they write really good copy because that's pretty much all they do and then go through and you can copy this legend for yourself and highlight the different copywriting elements and components they're using in their own sales pages landing pages and ads and again you can do this with any company that has a sales page landing page or an ad and when you start to do this after three to five landing pages after a couple of sales pages the words are going to start just looking like what they are puzzle pieces right you're going to easily start to be able to see oh this is the results that they talk about here this is the roadblocks they're talking over here and this of course will give you results and roadblock ideas it'll also give you more copywriting ideas and of course i'm not condoning stealing but when you go through this process you'll be able to stop seeing a bunch of just words on a page and start seeing puzzle pieces that you can start snapping together to create your own bullet points your own headlines and of course write better copy and better understand your customers so thank you so much for watching sincerely hope you got some value out of this video most importantly you're ready to start writing some awesome irresistible headlines make sure to check out the link in the description to our sales copywriter playbook that has all of these formulas and bullet point formulas benefit formulas and more to help you get started you can also check out the link in the description to grab a copy of the my own landing page swipe file that i use when i write our own landing pages because building your own swipe file in addition to these formulas is the ultimate combination to shortcutting the copywriting process so hit that like button subscribe for more marketing guides just like this one until the next keep building the business you love [Music] [Music] bye