Check out the document we used in the video here: Creating Headlines
Helpful Resources
Writing Headlines
Use this as a resource for inspiration for the copy to create Headlines for your product. Leverage the “aspirations” you captured in the interviews and combine those with the top performing pain points first. These should still not be “clickbait” (number 5 will blow your mind) but can be written to peak curiosity.
Ideally if you can combine multiple pain points into a single headline, that leads to an aspiration, and these can work extremely well.
For Example if my top performing pain points are:
- I’m worried about the range of electric towing
- I always feel bad about the gas I spend towing my RV
And you know from the research, one of the major aspirations for your target audience is:
- I want to spend time with my family
You could try a headline like:
- Pulling an RV? Our product will reduce your fuel consumption, or let you go fully electric without range anxiety so you can enjoy nature with your family.
You can also try playing with both the positive or negative sentiment of Headlines to see what works best for your audience.
For Example:
- Get rid of range anxiety with our new product.
Vs. - Drive as long as you like with our new product.
Below are several resources to help craft your Headlines. Once you have 12 ready, follow the same process that you did with the pain points to turn these headlines into colour blocks and test them with the same audience.
We’re ideally looking for a Lower CPC and a higher CTR, but our minimum target is 5 Headlines with a CTR > 1% and a CPC of < $0.50.
Leveraging Buyers Motivations
You can leverage classic buyer motivations to encourage people to click. This section is not a complete list, but an example to leverage if you’re stuck. The goal is to create a test that gets in your audiences’ head and understands the offer(s) that will get them clicking. For these examples we will be leveraging these motivations:
- Personal Goals / Aspirations
- Avoidance of Pain, Fear of Loss
- Profit & Gain
- Comfort & Pleasure
- Love & Affection
- Pride & Prestige
While you’re thinking through potential offers for your audience, consider… “What does your audience get?”, “What do they learn?”, “What is the benefit?”, “What is the freebie?”
Replace the text in [ ]’s with something more appropriate for your audience.
1. Personal Goals / Aspirations
Getting back to my dreams; highlighting the positive aspects of my job, achieving a goal.
Pain Point: “I want to build a Loyalty Program but it’s too expensive”
Research Driven Aspiration: “I want to double my business in the next year”
| Headline Templates | Example Headlines |
| Get back to [Aspiration] by fixing your [pain Point] | Double your business in a year with a low cost Loyalty Program |
| Leverage [pain Point] to reach your [aspiration] | Get started for Free with our Loyalty Program and Double you Business in a year. |
| Leverage [pain Point] to reach your [aspiration] | Get started for Free with our Loyalty Program and Double you Business in a year. |
2. Motivation – Avoidance of Pain, Fear of Loss
Relief from pain; protect health, loved ones, finances; security; safety; no worry; reduce loss; no risk; no blame; insurance.
Pain Point: “I want to build a Loyalty Program but it’s too expensive”
| Headline Templates | Example Headlines |
| How to overcome these 5 familiar [Pain Point] | How to overcome these 5 familiar Loyalty Program Expenses |
| 5 familiar [Pain Point] — which do you want to overcome? | 5 familiar Loyalty Program Expenses — which do you want to overcome? |
| Discover the #1 Mistake people make with [Pain Point] | Discover the #1 Mistake people make with Loyalty Programs |
| Discover the #1 Mistake people make with [Pain Point] (and why it’s sometimes even dangerous) | Discover the #1 Mistake people make with Loyalty Programs (and why it’s sometimes even business-ending) |
| 3 most embarrassing ways [Pain Point] | 3 most embarrassing ways Loyalty Program costs skyrocket |
| Pain Point Pain Point: “I need Messenger Marketing but I don’t know where to start” | |
| Headline Templates | Example Headlines |
| Discover how much [Pain Point] is costing [you, your company, etc…] | Discover how much Faulty-Messenger Marketing will cost your company |
| Pain Point: “My greatest fear is that I’ll die without fulfilling my potential.” | |
| Headline Templates | Example Headlines |
| Discover how much not fulfilling your potential is costing you | |
| eCommerce Product: Yoga-Stink Be Gone Pain Point: “True or False: My clothes are smellin’ like all of last year’s yoga classes combined…” | |
| Headline Templates | Example Headlines |
| Free guide to mastering [Product & Pain Point] | Free guide to mastering Yoga-Stink so you can avoid smellin’ like all of last year’s yoga classes combined… (note: this is a free guide to the product you are selling) |
| How to overcome these 5 familiar [Pain Point] | How to overcome these 5 familiar Yoga-Clothes stinkers (note: this is a freebie they can get related to the problem your product solves) |
| Avoid [Pain Point] – Make sure you get the [Product] before it sells out! | Avoid your clothes smellin’ like last year’s Yoga Classes combined – Make sure you get the Yoga-Stink Be Gone before it sells out! |
| Be the first to get notified of our NEW [Product] and get yours before it sells out! | Be the first to get notified of our NEW Yoga-Stink Be Gone and get yours before it sells out! (note: this works for pre-sales) |
3. Motivation – Profit or Gain
Save money; make money; less work; reduce costs; save time; economy; more profit; more sales; longer wear; personal advancement.
Pain Point: “I need Messenger Marketing but I don’t know where to start”
| Headline Templates | Example Headlines |
| [Make, Save, Achieve] [30 minutes] on [Pain Point] — every single [day, week, hour, etc…] | Save 30 minutes on your Messenger Marketing every single day |
| Get the Wallet-Saving [Pain Point] [Plan, Cheat Sheet, Formula, etc…] | Get the Wallet-Saving Messenger Marketing Plan |
| Get the Wallet-Saving Messenger Marketing Cheat Sheet | |
| Get the Wallet-Saving Messenger Marketing 3-Step Formula | |
| Discover the 3 reasons why some people almost always make money in [Pain Point] | Discover the 3 reasons why some people almost always make money in Messenger Marketing, and get started today |
| Discover the 3 Steps to how I made a fortune in [Pain Point] with a “fool idea” | Discover the 3 Steps to how I made a fortune in Messenger Marketing with a “fool idea”, and how you can get started today |
| Plug into the fortune that lies hidden in [Pain Point] | Plug into the fortune that lies hidden in Messenger Marketing, and get started today |
Pain Point: “My greatest fear is that I’ll die without fulfilling my potential.”
| Headline Templates | Example Headlines |
| [Make, Save, Achieve] [30 minutes] on [Pain Point] — [every single day] | Achieve an extra 30 minutes on fulfilling your potential every single day |
| Get the [Wallet-Saving, Live-Saving, etc…] [Pain Point] [Plan, Cheat Sheet, Formula, etc…] | Get the Soul-Saving, Fulfill Your Potential Plan |
| Get the Soul-Saving, Fulfill Your Potential Cheat Sheet | |
| Get the Soul-Saving, Fulfill Your Potential Formula | |
| Discover how much [Pain Point] is costing [you, your company, etc…] | Discover how much ‘not fulfilling your potential’ is costing you |
eCommerce Product: Yoga-Stink Be Gone
Pain Point Pain Point: “True or False: My clothes are smellin’ like all of last year’s yoga classes combined…”
| Headline Templates | Example Headlines (eCommerce) |
| Get [Product] to avoid [Pain Point] and save [X%] when you sign up today! | Get Yoga-Stink Be Gone to keep your clothes from smellin’ like all of last year’s yoga classes combined, and save 10% when you sign up today! |
4. Comfort and Pleasure
Enjoyment; good health; comfort; good food and drink; good housing; beauty; sexual attraction; entertainment; sports; recreation; improved employee morale; keep and attract better employees.
Pain Point: “I don’t know if I’m ‘healthy’ or ‘unhealthy’ and it’s hard to figure out what health advice is best for me.”
| Headline Templates | Example Headlines |
| A 7-day quest to dramatically elevate your [Pain Point] | A 7-day quest to dramatically elevate your health knowledge and discover the plan that’s right for you |
| The Life-Saving Impact of [Pain Point] | The Life-Saving impact of knowing if you’re healthy or unhealthy and finding the ‘healthy-living plan’ that’s right for you |
| [Download this cheat sheet, Take this short quiz] to get the [Pain Point] | Take our short quiz to find out how healthy you are and get advice to improve your health |
| What should you have in your [Pain Point]? | What should you have in your Personal Healthy-Living Kit? |
| Why you need to [Pain Point] (and how to do it) | Why you need to understand your ‘Inner Body Health Index’ (and how to do it) |
5. Love and Affection
Family; social approval; beauty; admiration; security of loved ones; loyalty; friendship; better public relations; better employee relations.
Pain Point: “I need some ‘Success-Mojo’ so I can feel as successful as other people think I am.”
| Headline Templates | Example Headlines |
| Unlock a [Pain Point] In Just [7 weeks, 3 days, etc…] With [Pain Point] | Unlock your Success-Mojo in just 7 days and show your family and friends what’s truly inside |
| Unlock Your Potential in just 1 Week with the Success-Mojo Challenge | |
| Unlock Your Potential in just 1 Week with the Success-Mojo Challenge and bring 100% of yourself into the world | |
| Get the [Pain Point] [Plan, Cheat Sheet, Formula, etc…] and finally feel [Pain Point] | Get the Success-Mojo Cheat Sheet and finally feel as successful as other people think you are. |
| Get the [Pain Point] [Plan, Cheat Sheet, Formula, etc…] and discover how your life would be different if [Pain Point] | Get the Success-Mojo Cheat Sheet and discover how your life would be different if you were as successful as other people think you are. |
| Discover how your life would be different if you [pursued, unlocked, unleashed] [Pain Point] | Discover how your life would be different if you unleashed your Success-Mojo |
6. Pride and Prestige
Social acceptance; desire to possess; style; fashion; high quality; learning; advancement; admiration; imitation; self-improvement; honors; recognition; leadership; improved product; beat competition; higher sales; good public image.
Pain Point: “I’m a successful conscious leader and I still need to release old, broken stories and patterns.”
| Headline Templates | Example Headlines |
| [Join, Download, Get] The #1 Transformation [Program, Formula, Cheat Sheet, Challenge] for [Pain Point] | Join the #1 Transformation Program for Conscious Leaders and Creators |
| We use a [growth formula, transformation system, habit formation strategy, etc…] that only the top 1% of [Pain Point] have used… until now! | We use a transformation formula that only the top 1% of Conscious Leaders have used… until now! |
| We use a proven transformation system that only the top 1% of Conscious Leaders have used… until now! | |
| Release [Pain Point] using the [Offer] of Top [Pain Point] | Release old, broken stories and patterns using the Proven Habit-Transformation Formula of Top Conscious Leaders |
| The Secret To [Pain Point] | The secret for conscious leaders to release old, broken stories and patterns |
| Pain Point: “I need Messenger Marketing but I don’t know where to start” | |
| Headline Templates | Example Headlines |
| Plug Into The Proven, Multi-Award Winning High-Performance [Pain Point] System | Plug Into The Proven, Multi-Award Winning High-Performance Messenger Marketing System, and get started today |
