In copywriting, Whats your favorite headline formula?

Hi warriors! In copywriting, my favorite and dearest headline formula goes like this:

(btw I understand that you CAN'T apply one formula or may be any formula to all the headlines of your sales page. But still, these are those little frameworks that help us decide whether our headlines are spot-on or not.)

My favorite headline formula

I call it the "yaaay!" and the "booo" effect.

The yaaay and the boo effect applies to every hook-sentence you will ever create. Whether it’s a headline, a beginning sentence of your sales page or a call to action; this is your savior, your secret recipe. Let me explain it with solid working examples:

Yaayy! = The solution you are offering, that, if worked would leave your customers with a happy excited yaaay! For example “How to melt down all your tummy fat in 30 days” is a yaaay. It solves your prospect’s problem and entices an expression of success and completion (30 days).

Boo = This is a sacrifice your prospect fears. In the example given above, your audience is afraid of the sacrifices he/she might have to make for example “work-out for 2 hrs daily” or “curbing down on delicious food.” People don’t want the boo effect yet they love the yaay!

So, my secret favorite headline blue print goes like this:

“If you aren’t addressing your prospect’s boo in your headline, you are naturally allowing your reader's attention to sweep away from the “yaay!” and stick to the boo. THIS IS SOMETHING YOU CAN’T AFFORD.

You have to address your audience fears right away. Tell them that it requires little sacrifice, little hard work.

So, the above example, with the “boo” addressed, goes like this: “How to melt down all your tummy fat without cutting down on your delicious food”

Here are few other quick examples to let this concept sink in:

• How to learn python language(yaaay!) without giving away your 9-5 job?(boo)

• Are you interested in a business training that helps you go from a 9-5 job (yaay!) to a business that keeps working even when you are not?(boo).

• How to take your web design near to the Picasso’s artistry (yaay!) without even hiring Picasso (which would be quite expensive, right?) (boo).


This is my pet formula when it comes to crafting headlines. I would love to know, what's yours?

P.S I was reading this article in a health magazine which said that every Doctor has his own Personal drug. A personal drug is the doctor's favorite drug which he prescribes to his patients very often and it varies from physician to physician.

So, copywriters, what's your "PERSONAL DRUG" for your "PATIENTS"?

Thanks in advance!
Junaid