25 headline formulas for sales pages, ads and posts (with Ghanaian examples)

A good headline tells the right person what they'll get, fast enough that they stop scrolling. The formulas below have worked in advertising for decades because they all do one of five things: promise a result, name a problem, ask a question, show a number, or speak directly to one kind of person. Use them as starting points, fill in your product and audience, and test two or three against each other.

Result headlines

1. Get [result] without [pain]. "Get glowing skin without spending GH₵ 1,000 on products."
2. How to [result] in [time]. "How to make your first online sale in 7 days."
3. [Result] for [audience]. "Simple bookkeeping for small shops in Kumasi."
4. The [easy/fast] way to [result]. "The fastest way to learn Excel for job interviews."
5. From [now] to [goal]. "From zero followers to 100 paying customers."

Problem headlines

6. Stop [problem]. "Stop chasing customers for MoMo payments."
7. Still [struggling]? "Still sending your account number in DMs?"
8. [Number] mistakes that [bad result]. "5 pricing mistakes keeping your bakery broke."
9. Why your [thing] isn't [working]. "Why your WhatsApp status isn't selling."
10. The real reason [problem]. "The real reason your cakes sink in the middle."

Question headlines

11. Do you [situation]? "Do you sell on Instagram but hate replying 'how much?'"
12. What if you could [result]? "What if your ebook sold while you slept?"
13. Are you making these [mistakes]? "Are you making these 3 mistakes in your CV?"

Number headlines

14. [Number] ways to [result]. "12 ways to make money online in Ghana."
15. [Number] [things] that [result]. "7 hair products that actually last in Accra heat."
16. [Result] in [number] steps. "Register your business in 5 steps."
17. How I [result] in [time]. "How I sold 200 ebooks in one month." (Only if true.)

Audience headlines

18. For [audience] who [want]. "For nurses who want to work in the UK."
19. [Audience]: [promise]. "Students: pass WASSCE maths with 40 worked questions."
20. If you're a [audience], read this. "If you're a tailor taking orders on WhatsApp, read this."

Offer headlines

21. [Product]: [benefit], now [price]. "The Bakery Starter Kit: everything to start, now GH₵ 150."
22. Last chance: [offer] ends [time]. "Last chance: early price ends Sunday midnight."
23. Free [thing] that [result]. "Free checklist that gets your NMC application right the first time."
24. Everything you need to [result]. "Everything you need to start selling online, in one place."
25. [Result], guaranteed, or [promise]. "Pass, or your money back." (Only if you'll honour it.)

How to choose

1. Write 10 headlines using different formulas.
2. Read them as your buyer: which would make you stop?
3. Pick the best three.
4. Test them: on ads, run all three; on your sales page, Paylead can A/B test headlines and keep the one that sells more.

Rules that make any headline better

• Specific beats clever. "Lose 5 kg in 6 weeks" beats "Transform your life".
• Use their words. Lift phrases from DMs and reviews.
• Numbers in cedis feel real to Ghanaian buyers.
• Never promise what you can't prove. It kills trust and can break ad rules.

Frequently asked questions

How long should a headline be?

Usually under 12 words. A subheadline can carry the details.

Can AI write headlines?

Yes, as a starting point. Ask for 20 using the formulas above, then pick and edit. See 15 ChatGPT prompts for selling online.

Read next: how to write a sales page that sells and 50 ad hooks that stop the scroll.

Start selling free →