How to use this
- 01
Find your category first. Read the others too, because a lot of these formulas travel.
- 02
Read the formula and the worked example. Then write your own version in the box under it.
- 03
Fill the formula with real numbers and real details from your product. Vague words give you a vague headline.
- 04
Write a few versions of the formulas you like, and keep the best one.
- 05
Test two headlines against each other with the same image, and let the results decide.
- 06
Download the PDF to keep your headlines next to the formulas they came from.
The example, filled in
The example · Five invented brands
A chilli oil, a sunscreen, a linen shirt, a cast iron pan and a power bank. None of them exist.
01Food
A food headline has to make a taste easy to imagine. One specific detail does that better than any adjective.
The time it takes
[The result] + [the real amount of time]
Weeknight noodles that taste finished in two minutes.
The named detail
[One ingredient or step] + [what it does to the taste]
Fried slowly in groundnut oil, so the garlic stays crisp.
Their usual food, improved
[A food they already eat] + [what changes]
One spoonful turns plain rice into dinner.
The customer's own words
[A line a real customer said], in quotes
“I’ve started putting it on my eggs every morning.”
The rest of the example, and the version you fill in, are for members
The rest of this is for members.
You have read the opening of this template. The rest of it comes with a membership.
One membership covers all four courses and Brands.
- All lessons in the four Learn courses
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- All quizzes, flashcards and crosswords
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- All course material published during the membership
Price
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The lessons behind it
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Brand guidelines
The rules for how your brand looks and sounds, on one page anyone can follow.