Today my rabbit flopped onto his wife’s head

She didn’t even flinch.

I mean, she’s supposed to be a prey animal for vegan’s sake!

Yet she remained totally unbothered by the whole thing and immediately went back to sleep.

While they both snoozed, I began to think about all the brilliant ethical entrepreneurs with amazing brands who don’t seem to be getting the attention they deserve. Essentially flopping all over the internet with little effect.

We’ve all been there. It’s difficult to navigate through the internet noise-fest.

Especially when we’re bombarded with thousands of distracting messages, alerts, giphs and emojis every day.

So it’s easy to feel disheartened if your message isn’t liked, shared or generating any sales.

And whilst it’s tempting to stick cap locks on and throw in a couple of exclamation marks. The truth is, it’s likely to have an adverse affect and push your tribe further away.

Because people can sense the frustration and nobody wants to buy from someone that sounds desperate.

No matter how good the products are services happen to be.

A great headline is the difference between success and failure

Ethical entrepreneurs like you have a message that deserves to be seen and heard

Not scrolled past in favour of a pig taking a bath. (Although I admit, that is very cute)

So here’s 5 headline formulas to wake your reader’s up without being shouty:

The “How to” headline

the "how to" headline formula

An oldy but a goodie, the how to formula still works because people love information that shows them “How to” do something.

Start by thinking about the benefits your brand provides to people.

And create some “How To” headlines that include these benefits.

Take a look at the difference “how” can make in your headline

“I found a bunny in a box and it changed my life”

“How finding a bunny in a box changed my life”

Which one’s more appealing? One’s a statement whereas one is leading in to a quite bizarre story (which we can save for another day)

Here’s some more examples:

  • “How to stay warm and look cool this winter”
  • “How to get your followers to become customers”
  • “How to create a marketing strategy that works”

Now you try.

Create 5 “How to” headlines that you can use for your blogs, social media posts and website copy.

TIP: Try switching up your “How to” like this

“Discover How To…

“Here’s How To….

2. The “Question” headline


“Ready for a change this year?”

A question a great way to get people behind your purpose. It helps people stop and consider the deeper message you want to share.

Which is especially useful when you’re a vegan business looking to educate people and shift their perspectives.

Leading with a question encourages your reader to answer a question they’ve already been pondering.

This is great because it can spark conversation and interactions which are great tools to help you build your online community.

To be effective, make sure your question headline taps into a problem they have along with a solution to fix it.


“Do you want to look fly without leather?”

“Are you ready to go vegan but not ready to give up cheese?”

“Have you ever wondered where vegans get their protein? (In joke!)

Now you try.

Have a think about the questions that’ll intrigue your readers and encourage them to want to find out more about how you can help them.

3. The “Top Secret” headline

top secret copywriting headline


People (and bunnies) love to feel special. That’s why incentives like VIP sign-up lists work so well if you want to grow your email database.

So think about what insider information you can give your readers on how to solve a problem they face.

Consider using a top secret headline formula for marketing materials such as:

  • E-Books
  • Email sign ups
  • Infographics

For example: “The 7 secrets to vegan business success”  

Now you give it a whirl!

4. The “Special offer” headline



Like most people, your readers are busy – so thanks for taking the time to read this far.

Specifically for e-commerce businesses, this means that if they don’t act when they see your promotion, the chances are you may never get that sale.

Often a simple headline urging your reader to act now, can be enough for them to take action. It’s all about creating a sense of urgency and scarcity. People don’t like to feel they’re missing out and this headline speaks to the heart of that feeling.

Here’s some examples:

  • “Buy now and pay in 30 days!”
  • “Sign-up now and receive a free e-book”
  • “Get a free hand cream when you buy a full beauty kit”

Exclamation marks are often overused in headlines but this is a good time to work those babies!!!

5. The “Intrigue” headline

intrigue headline copywriting
Pictured: A Vegan Donut

This headline helps pique your reader’s interest enough for them to continue reading the copy below your headline.

Here’s some I made earlier:

“Are you ready to take it all off?” (could be used for a brand helping people transition away from leather products)

“I can’t believe they said that to you”  

Now you give it a go.

All in all, headlines are the way your content stands out from the crowd and showcases how amazing you are.

So get creative and give them a go. You never know who you’ll wake up.

I’d love to know which ones work for you?

Drop your favs in the comments below.

Happy headlining!

getting to the finish line

Thanks for making it this far!



17 thoughts on “5 headline formulas that work (without having to shout!)”

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