Facebook & Instagram Ad Copy & Headline Formulas

The best headlines include a “Power Phrase, a Prime Benefit, and an Enabler Phrase”

We always get asked what the most powerful headlines and copy are for Facebook and Instagram ads and posts. Here is a powerful cheatsheet for your next campaign.

How to (Benefit) Without Having to (Challenge)
“How to lose Weight Without Exercising.”
“How to Buy a House Without Having Good Credit or a Down Payment.”

Get (Desired Result) in (A Specific Period of Time)
“How to lose 10 Lbs in 21 Days.”
“Get 12 Months of Bookkeeping Done in 15 Minutes With this New Software”

(Undesired Result) and (Mysterious Solution)
“5 Productivity Hacks that Will Keep You From Being Glued to Your Computer 8 Hours a Day.”
“A Previously Unknown Home Remedy Proven to Reduce Heart Disease.”

The (Number of) Lies/Myths/Mistakes About (Something Common)
“The 5 Lies Your Doctor/Financial Planner/Banker Has Sold You.”
“3 ‘Healthy Foods’ that Increase Belly Fat”

Discover 7 Ways to (Benefit) Without Having to (Undesired Result)
“The Only Lifestyle Eating Plan that Allows you to Eat All of Your Favourite Foods and Still Lose Weight.”
“Discover the #1 secret to driving the golf ball 10 yards longer without spending hours on the range. (Or spending $400 on a new driver…)”

One Weird Tip/Hack/Secret
“One Weird Fat Loss Tip.”
“Cut Down 3 Lbs of Belly Fat in 7 Days Using this One Weird Tip.”
“The Secret of Making Your Partner Fall Head Over Heels in Love With You All Over Again!”

How [Premise] got me [Awesome Outcome]
(The Premise is the “secret sauce” – your thing. Your way of doing it.)
“When I ate massive amounts of rich, delicious foods, I lost 18 lbs in 29 days”

Are you [In this kind of pain or anxiety?]
“Are your tax returns going to throw up a red flag or cause an audit? Are you SURE?”
“Are you going to fit into that dress on your wedding day?”

How I [Achieved an Awesome Outcome] [by overcoming massive disadvantage]
“How I earned a 735 credit score with 2 Tax Liens on my credit report!”
“How to buy your dream home with no money down”

Attention [person in pain] How to [Live the promise] with [easy activity]
“Attention moms: How to quickly cook healthy meals for your kids without turning on the oven”

Secrets/Tricks/Strategies/Techniques/Systems of [Someone who is living the promise]
“Daily rituals of the wealthiest, most successful people in the world”

WARNING/Alert/Attention/Be Advised – [A specific type of prospect] Will [A situation even more painful than currently in]
Go after common beliefs (low fat diets are good, an apple a day keeps the doctor away, etc.)
“Warning: If you drink cow’s milk you are 5 X more likely to trigger osteoporosis”

[Give me/Show me] [A situation/amount of activity] and I’ll [Deliver you to the promise land/Prevent you from experiencing more pain]
“Give me 7 minutes and I’ll show you how to never cold call again”

[Number or Statistics of a [Type of prospect] are Now [Living in the promise land] [Despite] [An initial negative reaction to the premise]
“27,348 pianists unable to read music are now playing beautiful music despite once scoffing at the idea of playing by ear”

[Number] of ways to [Reach the promise land] while [not increasing pain/anxiety/loss/effort/frustration]
“3 Ways to double your profits while keeping the same number of customers.”

Power Words

Most powerful word of all: You

Words About Newness

  • Introducing
  • Welcome
  • Unique
  • Announcing
  • Breakthrough
  • Surprising
  • Exciting
  • Astounding

Words About Exclusivity

  • Special
  • Secret
  • Hidden
  • Truth
  • Temptation
  • Forbidden
  • Never
  • Revealed
  • Exclusive
  • Limited

Words About Urgency

  • Now
  • Discover
  • New
  • Results
  • Only
  • Direct
  • Hurry
  • Quick
  • Fast

Words About Saving

  • Save
  • Money
  • Win
  • Cheap
  • Free
  • Reduced
  • Bargain
  • Bonus
  • Discount
  • Lowest

Words That Reassure

  • Can
  • Guarantee
  • Proven
  • Easy
  • Care
  • Simple
  • Safety
  • Lifetime

Words About Pain

  • Hate
  • Failure
  • Afraid
  • Lazy
  • Humiliation
  • Alone
  • Reject
  • Stress
  • Stupid
  • Guilty

Words About Caring

  • Family
  • Love
  • Children
  • Heaven
  • Dream
  • Health