The Headline Formula Used By 7-Figure Coaches

It's pretty common knowledge that the headline is the most important part of any sales copy. You may also know that 20% of your input will create 80% of the output.

Using this information to your advantage is key in being a successful marketer. Getting the headline right is 80% of getting a sales page to convert, and I'm going to show you the exact formula that I've used to help seven-figure coaches convert at higher rates.

The Formula

If you want to cut straight to the chase, I'll tell you the basics of this formula, and later on in this blog I'll tell you why it works.

The simple but effective formula is: “How to X Without Y in Z.

I don't mean to scare you by turning copy into algebra, but we need to fill in these variables.

X is the desired result or what your buyer wants. There's a good chance they've wanted this thing for a long time but haven't been able to get it. Depending on how aware your viewer is, you can tailor how specific and detailed you communicate the pain they want to escape or the paradise they're looking for.

Y is their most common objection, or the explanation they give themselves as to why they haven't already achieved their desired result. Often times, this has to do with money, time, effort, or distractions.

Finally, Z is an amount of time. It's often a short period or, for longer processes, an amount of time that's less than what they would expect. If you can't decide on a time frame, three months or 90 days tends to do pretty well.

The Science

The reason this simple formula works is slightly more complex.

First, because there's very little time to catch their attention, we are calling them out in the first few words. If your content isn't engaging or doesn't speak to your traffic, most of them will leave your page within five seconds.

If you're able to snag their attention, you have a brief moment where they will consider the desired result, but throw up an objection in their head as to why it won’t work for them. By addressing this objection at the top of the page, you can put it to bed. Take charge early and demonstrate how what they thought was holding them back was never a problem in the first place; be the expert.

Hopefully you're starting to see the power behind this headline formula.

The time component is no less important than the other two. Subconsciously, your prospect is thinking, "Maybe this is what I want, and maybe this person can help me get it, but what if it takes too long?" By setting a time that is believable, but also impressive, you earn a few more moments of your prospect’s attention.

Key Takeaways

Simple headlines can be incredibly effective with the right structure. By using the proper framing and sticking to proven marketing principles you can make selling through your landing page easy.

This is my favorite structure, but there are more that work just as well. I talk more about different headline structures on the Fig YouTube channel if you want to learn them.