Write Killer Headlines In 2 Minutes Without Thinking

Write Killer HeadlinesA few months back, I signed up for Mixergy’s copywriting course. If you’re interested, you can check it out here.

While it wasn’t groundbreaking, it provided a super simple framework for improving your copy. There’s a bunch of tips inside the course (which is why you should sign up), but I wanna reveal just ONE of the tips, because you can use this today.

Here it is:

The Instant Clarity Headline

Ever struggle to come up with a good headline? Does your mind go blank? Wish there was a simple and fast way to creating great headlines?

With this simple formula, you can.

Here’s how:

End Result Customer Wants + Specific Period Of Time + Address The Objections

For an example, check out the title of this blog post.

“Write killer headlines in 2 minutes without thinking.”

Using this formula, you can instantly create great headlines for your blog posts, emails and sales pages.

More examples:


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  • Lose 10 pounds in 2 weeks without drugs or exercise
  • Get ripped in 30 days without dieting
  • Make $300 online next month without niche sites or adsense, while working only one hour per day
  • Eliminate acne in one week without using expensive creams

You can get as creative as you want.

As always, focus on your offer first. When writing the headline, make sure that you actually know what end result your customer wants. Don’t say “lose 10 pounds” if they want to “get ripped”. This is common-sense, but it’s incredible how many people get this wrong.

Start with your offer. Then add the time it will take. Then address the most common objections.

If you tell someone they can lose 10 pounds in 2 weeks, they might tell you that they don’t have time to exercise, and they don’t want to take dangerous dieting drugs. That’s why you can say “without drugs or exercise”.

Try this. Today. Right now.

It will instantly improve your headline… and you’ll be writing killer headlines in 2 minutes without thinking.

Why does this work?

I think it has something to do with the specific nature of the claim. If you say “lose weight”, you’re not getting anyone excited. But if you tell someone the exact amount of weight they can lose and how long it will take, while simultaneously addressing their objections, you are going a long way to “getting the sale”.

Vague claims mean next-to-nothing. Remember this when you’re busy writing about how your product is the “greatest”, “best” or “most popular”. None of that means a thing to a prospective customer. But if you say “3 times more effective than [competitor]”, it creates the aura that you have tested your claim and backed it up with evidence.

Have fun.

Drop Dead Johnny.

P.S. If you like this tip, you’ll like the rest of ’em. Andrew Warner of Mixergy asked Dane Maxwell to peel back the curtain on how he writes copy and generates $400,000 each year online. He has a 10-step checklist that you can use each time you’re writing copy for your website. Get the course here (no aff links).

Click Here to Leave a Comment Below

John McIntyre - July 3, 2016

Hey guys!

I forgot to mention that I recently released a free Email Copywriting Crash Course that teaches you how to become a well-paid freelance copywriter.

If you dream of quitting your job and getting paid to write copy (or maybe you have an agency and you want to offer email copywriting services to your clients), get started with this crash course because it'll make you an email marketing rockstar.

If you do check it out, let me know what you think :-)

And if you'd rather just pay someone like me take care of your copy for you, contact me and I'll help you personally.

Justin Miramontes - July 3, 2012

Definitely one of the best tips our there. This process also works great for writing adwords ads, just add a call to action or a question at the end. I wish there were more “Formula” type copywriting tips like these 🙂

I also really enjoyed the “FAQs” part of that course. I wish Dane and Andrew would do another one!

    John McIntyre - July 4, 2012

    Absolutely agree! The winning factor of that course was how easy it was to put into action…

    I’ve got another “formula post” coming on Wednesday, about improving your copy by focusing less on the writing.

Peter Seabrook - July 4, 2012

Fuck all the info out there on writing headlines…

End Result Customer Wants + Specific Period Of Time + Address The Objections”


I have never heard of anyone putting it like that.

Great shit!

tillcarlos - November 26, 2013

I have seen that formula in the copywriting checklist by thefoundation.io … did they copy from you? 🙂

Guest - December 26, 2013

Good tip, thanks John.

Neil Roach - June 30, 2014

I found the simple formula for creating a headline useful. Thanks for the top tip.

Sarah Lorigan - May 16, 2015

Great tip! It’s easy to invest as much time in a great headline as it is developing an entire piece. Another resource I find to simplify this process is the headline tool at https://contentfirst.marketing/headlinetool/.

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