Headlines That Hook: A Formula for Small Business

On a page, ad or email, your headline does 80% of the work. Here’s how to write ones that hook. 💖

The simple formula

Outcome + How + (Who it’s for) — e.g. “Get found on Google without paying for ads.” 🌴

What makes headlines work

• Clear — instantly understandable
• Specific — detail beats vague
• Benefit-led — what the reader gets
• Curiosity or promise — a reason to read on

Frequently asked questions

How do I write a good headline?

Make it clear, specific and benefit-led, using a simple formula: outcome + how + who it’s for. Lead with what the reader wants, spark curiosity or make a promise, and write several options before picking the strongest.

What makes a headline weak?

Vagueness, cleverness over clarity, focusing on you instead of the reader, or making no clear promise. If a headline doesn’t tell people what’s in it for them, they won’t read on.

How many headlines should I write?

Write at least several — ten is a good target — then pick the strongest. Your first attempt is rarely your best, and the headline decides whether the rest of your copy gets read.

Keep reading 🤍

• How to Write a Hook That Stops the Scroll
• How to Write a Sales Page That Converts
• How to Write a Call to Action That Converts