Your blog post can be pure gold, but it can also be invisible If your headline doesn’t grab the reader’s attention.
For small business owners competing in crowded markets, your blog post headline is often and sometimes the only opportunity to make an impression on a slash-potential audience of readers.
So while there aren’t any definitive words, formats, or magic wands we can wave to help you get more clicks on your blog posts, we have 10 proven formulas you can put to work immediately (plus a simple template to help you produce winning headlines every time).
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Contents
10 Best Headline Formulas for Small Business Blog Posts
These 10 headline formulas have been tested in thousands of small business blog posts, social media campaigns, and email newsletters. What makes them particularly powerful? Their ability to quickly communicate value while teasing out answers to their key questions. Use them as your go-to templates whenever you need to draft something Traffic driving headlines That turns browsers into readers and readers into users.
1. The “How” Formula
Formula: How (desire result/solve the problem)
Your customers have questions, and you can position your small business as the go-to resource for answering those questions with “how-to” style content about your products, the specific types of customers you serve, and more. Even better? You probably know what your customers’ FAQs are, and those are great jumping-off points to cover topics.
This headline formula works well for two reasons: it promises to answer a specific question, step-by-step, and it gives you a chance to be useful, relevant, and helpful (without making a hard sales pitch).
Examples:
- How to Make Your Pool a Summer Dog
- How to keep your air ducts dust-free during the winter
- How to Organize Your Trunk Before Back-to-School Starts
📚 Free Guide Download >> 135 of the best words and phrases for marketing with emotion
2. Problem/Solution Formula
Formula: Why (common problem) happens (and how to fix it)
This formula recognizes a pain point your audience faces, then promises relief. This is especially effective because it demonstrates understanding before offering a solution.
Again, this is a great way to position your business as a helpful resource and authoritative expert in your vertical. This shows that you are looking for customers and anticipating their questions.
For example:
- Why Your Hair Routine Is Taking Too Long (And How to Shorten It to 10 Minutes or Less)
- Why Toxic Nail Polish Should Be Thrown Out (And an Eco-Friendly Swap to Replace It)
- Why Linens Wrinkle So Easily (And the New Low-Maintenance Fabric)
3. The difference formula of curiosity
Formula: (amazing thing) that (remarkable result)
This formula refers to surprising, contradictory, informative information, which creates a gap of curiosity in the reader. A difference of curiosity, a product Professor George Loewenstein’s Information Gap Theoryexplains that humans are driven to seek missing information to resolve their uncertainty. You can take advantage of this need-to-know behavior by putting this formula to work.
For example:
- A one-hour organization trick that can improve your wardrobe
- Exchange cleaning products that make your home non-toxic
- A simple cleaning hack for your HVAC system that will save you hundreds
4. Error Prevention Formula
Formula: Make (number) (common mistakes) (audience).
People are naturally more motivated to avoid losses than to reap gains (this is loss aversion theory 101.) That’s why the word “mistakes” triggers our instinct to protect ourselves from harm, which is why content feels urgent and urgent.
This formula necessarily hijacks multiple Powerful psychological stimuli while offering a clear value proposition.
For example:
- 10 Common Lipstick Shade Mistakes Non-Makeup Artists Make (And How To Avoid Them)
- How to Avoid the 8 Biggest Home Selling Mistakes
- 5 Plumbing Mistakes That Could Cost You Thousands
🧠Want more insight into the psychology of copywriting? Download our free guide >> 25+ Brilliant Ways to Use Psychology in Your Copywriting
5. Success Story Formula
Formula: How (person like reader) (impressive result achieved) (time frame/method)
This formula basically says, “Someone like you figured out how to achieve this amazing thing in a reasonable amount of time,” which is exactly what the reader wants to believe is possible for themselves. It makes success seem like an impossible skill to learn.
For example:
- How did a small town bakery grow to 6 locations in 5 years?
- How one homeowner saved $2,000 on energy costs in 12 months
- A florist grew his business by 200 percent during the pandemic
6. The Inner Secret Formula
Formula: (industry/expert) secret (desired result) that (most people) don’t know
This formula positions you as an insider with specialized knowledge, giving readers an unfair advantage. It appeals to our desire to be “in the know” and suggests that information is not widely available elsewhere.
For small businesses, this is perfect for sharing industry expertise that demonstrates your credibility and sets you apart from competitors.
Examples:
- The Contractor’s Renovation Budget Secret That Homeowners Don’t Know
- Barista tricks for the perfect coffee that most cafes won’t tell you about
- An accountant’s approach to tax savings that small business owners miss
🎉 Need help making your business stand out? Get the guide >> How to build a unique value proposition from the ground up
7. Time sensitive formula
Formula: (number) ways to (achieve result) before (deadline/event).
This formula creates urgency by tying the solution to a specific time frame or upcoming event. This is particularly effective Seasonal business or when addressing the needs of time-sensitive customers. Deadlines create pressure to act now instead of bookmarking for later, which significantly increases click-through rates.
For example:
- 7 Ways to Winterize Your Home Before the First Freeze
- 5 Strategies to Boost Holiday Sales Before Black Friday
- 3 tax measures before December 3
8. Comparison formula
Formula: (Option A) vs. (Option B): Which is right for (your audience)?
This formula recognizes that your audience is weighing the options and positions your content as the ultimate guide to making that decision. This is especially powerful because it shows that you understand the buyer’s journey and aren’t pushing a single solution. Instead, you’re helping them make informed choices, which promotes confidence and empowerment.
Examples:
- Hardwood vs Laminate Flooring: Which is Right for Busy Families?
- Instagram vs TechTalk Marketing: Which Works Better for Local Restaurants?
- DIY vs. Professional Lawn Care: Which Saves Homeowners More Money?
9. Conversion formula
Formula: (time frame) from (undesired state) to (desired state)
This formula promises a complete transformation, which is incredibly compelling because it identifies both where someone is now (the problem) and where they want to be (the solution). Time frame adds credibility and urgency. This works especially well for before-and-after styling content that showcases dramatic results.
Examples:
- From a cluttered garage to an organized workspace in one weekend
- From Social Media Beginner to Local Influencer in 90 Days
- Over 30 days from yard to neighborhood showcase
10. Authority/Credibility Formula
Formula: (number) of (industry experts/studies) agree: (surprising or contradictory claim)
This formula takes advantage of Social proof And expert authority to make a bold claim more credible. This is especially effective when you’re challenging conventional wisdom or introducing new concepts to your audience. The number and mentions of experts or studies add credibility, making readers more likely to trust and share your content.
For example:
- 9 Financial Advisors Agree: Your Emergency Fund Is Too Big
- 12 Veterinarians Agree: Most Dog Behaviors Are Harming Your Pet
- 15 Interior Designers Agree: Open-concept homes are out of style
Small business letterhead template
Use this simple template to create compelling headlines for any blog post:
Step 1: Identify your primary benefit: What is the base price of your post? (Save money, increase sales, save time, avoid hassles, etc.)
Step 2: Define your target audience: Who exactly are you writing for? (Restaurant owners, freelancers, e-commerce businesses etc.)
Step 3: Add the Description: Include numbers, time frames, or specific outcomes when possible.
Step 4: Choose your formula: Choose one of these 10 formulas that best fits your content and audience needs.
- Template structure: (Formula Pattern) + (Specific Benefit) + (Target Audience) + (Specific Description/Number)
How to test and improve your headlines
Creating great headlines is both an art and a science. Here are practical ways to improve your headline performance:
- A/B test when possible: If you’re sharing on social media or sending out a newsletter, test different headlines for the same content to see which ones perform better.
- Use headline analysis tools: Free tools like Koshidol’s headline analyst Can provide feedback on the emotional impact and structure of your headlines.
- Study your analytics: Track which headlines generate the most clicks, shares and engagement. Look for patterns in your top-performing content.
- Place a swipe file: Save headlines that grab your attention from other industries as well. Adapt successful formulas to your business context.
To avoid common headline mistakes
Even with proven formulas, small business owners often make these critical mistakes.
- Being too vague: “Tips for Better Marketing” “5 Less Compelling Marketing Tips That Increased Our Revenue by 25% in 60 Days”
- Excessive sabotage: Avoid headlines that promise unrealistic results. Your content must deliver on the promise of your headline.
- Ignoring Your Audience: A headline that works for a tech startup might not resonate with a family restaurant. Always consider your specific audience.
- Forgetting SEO: While engagement is crucial, don’t forget to include relevant keywords that help people find your content through search.
Headline Formulas: The Secret Sauce to Driving Blog Traffic
One thing is true: your blog post headline is often the make or break factor that determines whether or not a reader will click and read your blog posts. Each formula described here is designed to quickly communicate value while addressing the key questions your audience is asking, turning casual browsers into engaged readers and potential customers.