The original is one click away. Open original ↗
Write a standout headline using the "like a blank, unlike any blank" formula
Executive overview
Most marketers have five minutes — or less — between meetings to write copy that has to impress. Generic headline formulas fail because they were built for blog posts and clickbait, not real product pages.
One formula works almost universally: "Like a [category], unlike any [category]." Fill both blanks with the same word: your product's generic name. Done in under a minute.
The guesswork is what slows you down — eliminate it and good copy comes fast.
Why headline formulas get ignored
- Most formulas are designed for blog posts or clickbait, not legitimate product pages
- Standard "special report" formulas don't fit a SaaS homepage or product detail page
- The result: copywriters dismiss all formulas, including the ones that actually work
The formula and how to use it
- Identify the generic category name for your product (e.g. "project management software", "camera", "coffee")
- Insert it into both blanks: "Like a [word], unlike any [word]"
- Pair the headline with an image that reinforces the premium or unique angle
- Use the body copy beneath it to explain what makes it genuinely different
Where it works
- Physical products: "Like a diamond, unlike any diamond"
- Software features: replaces a flat crosshead like "Camera" with a line that creates intrigue
- Courses, services, brands: the category word scales to almost any offering
- Not a permanent default — use it when you need a strong headline fast
More like this — when you're ready for early access.
Join the waitlist for a personal account and content recommendations based on what you're working on.
No spam. Unsubscribe at any time.
You're on the list. We'll be in touch before launch.