The Anatomy of a Killer Headline

Getting started is often the hardest part of writing sales copy. You must avoid blank page syndrome at all costs!

But who can handle the pressure?

After all the whole “will they even read what you wrote” thing hinges on the quality of the headline. In fact …

Studies show that 8 out of 10 people

are NOT making it past your headline.


If 8 out of 10 people don’t make it past your headline, good grief you could be wasting a lot of money driving traffic to offers that will never get response … because you know, if they don’t read, they don’t respond.

So, you might want to gain some skills and some tools to use in this area.

My dear friend and fellow copywriter, Alyson Lex teaches a headline formula that I’ll share with you today on this blog. It’s a great place to start, highly effective, and EASY enough for even a beginning writer to use.

But first, let’s talk about the essential elements that make up a headline. Because when you know those “parts” you’ll be able to easily put them together to create a powerful, show-stopping headline whenever you need to.

Let’s start with your prospect and their pain …

  • What do they fear?

  • What do they usually have to give up or suffer through to get what they want?

  • How much time does solving their problem usually take?

  • How much does solving their problem usually cost?

  • What’s the cost of inaction?

  • What else is affected in their life by this problem?

You don’t have to have all of these answers to make a great headline, but you should have all of them (and then some) answered in detail to write all of your copy.

Let’s now talk about your product or service …

  • What does it help them achieve?

  • What pain does it eliminate?

  • How fast does it work?

  • How easy is it to use?

  • Is it guaranteed?

You can and should make these lists longer if possible. But having these questions answered is all you need in order to create a KILLER HEADLINE.

Ready for that Ninja Headline Formula?

It goes like this …


Thank you again, Alyson Lex! (

Let’s say your target market is Busy Moms and you sell 30-minute at home workouts that really get the job done. Your headline might go something like this …

Finally, Busy Moms Can Get a Hot & Fit Body In 30 Minutes or Less … WithOUT Going to The Gym

I know what you’re thinking. That’s an easy one. Okay, fine … let’s make it a little harder.

Let’s say you sell fancy epoxy Garage Flooring (my husband sells and installs this stuff. It’s legit!). Your headline might go like this …

Homeowners Upgrade and Take PRIDE In Your Garage Flooring With Just a 2-Day Install Of Beautiful Slip-resistant Epoxy WithOUT Worrying That The Coating Will Wear Away. It’s GUARANTEED for 10 YEARS!!!

And one more for good measure …

Let’s say you’re a Dentist targeting adult patients who need cosmetic work (higher income cases). Your headline might look like this …

Virginia Beach, You’ll Smile Pretty at the Hands of Dr. Chris Hooper No Matter how Complicated Your Oral Health Concern is He Masterfully Takes Away the Worry, Embarrassment, and Pain Leaving You With A Beautiful, Lasting Smile Usually In Just ONE VISIT!

I added some more meat to that last one, but you get the idea.

Now, let me REALLY show the formula and break it down for you …

Attention Moms of Teenage Boys (audience) Finally! You CAN Get Your Lawn Mowed (benefit) Every Single Saturday (time) WithOUT Begging, Pleading, or Cajoling Your Kids(objection)

And then you can write an explanatory subhead that backs up your headline or adds more meat to it …

Evergreen Lawn Care Service has the exact program you need – no lawn to0 big or small!

Use the formula for yourself and see what you can come up with on your own. reconstruction update:​

This blog is a hot mess! 

But better for you

to have some weird looking content that's interesting

to read than NO CONTENT at all!

Enjoy, if your eyes can handle it.