Advertisement headline formulas and examples

The headline does most of the work. These formulas give you somewhere to start. Always change the words to fit your business and keep within the platform's character limits.

1. The need

Name what the customer wants. Emergency plumber in Fremont.

2. The benefit

Say what they get. Hot water back today.

3. The question

Ask what they are wondering. Need a roof repair this week?

4. The offer

State a clear deal. Free estimate, no obligation.

5. The proof

Lead with something checkable. Rated 4.9 by local customers. Only use a number if it is true and current.

6. The specific number

Be exact. Most repairs finished in 2 hours. Use only what you can support.

What to avoid

• Empty claims such as best, leading or number one, unless you can prove them.
• All capitals and excess punctuation.
• Clever puns that hide what you do.
• Claims you cannot honor, such as a guarantee you will not keep.

Test headlines

Run two versions, change only one thing, and compare leads, not clicks. Give each enough time and traffic.