Use this worksheet to:
đź’ˇ Tip: Organise by campaign type (e.g. awareness, launch, retargeting, lifecycle, etc.) for quick reuse.
| Type | Headline or CTA | Source / Brand | Use Case | Why It Works | Adapted Version |
|---|---|---|---|---|---|
| Headline | “You Don’t Need a Bigger Team — You Need Better Tools” | ClickUp | B2B SaaS Paid Ad | Speaks to pain, promises outcome, great tension | “You Don’t Need a Bigger Budget — Just This Display” |
| CTA | “Get the Guide →” | HubSpot | Blog lead magnet | Simple, action-first, visual arrow adds urgency | “Grab the Playbook →” |
| Headline | “Work from Anywhere Without Compromise” | espresso | Landing Page | Aspirational, benefit-led, concise | “Travel Light. Work Big.” |
| CTA | “Start Free Trial” | Notion | SaaS Homepage | Low friction, clear next step | “Try it Free for 30 Days” |
| Headline | “Tired of Juggling Tabs?” | Arc Browser | Paid Social Ad | Identifies a relatable frustration | “Sick of Switching Screens?” |
Use these frameworks to generate new headlines:
Pain + Promise:
“Still struggling with [problem]? Here’s a better way.”
Outcome-Oriented:
“Get [result] without [pain].”
Question Hook:
“What’s the fastest way to [achieve goal]?”
Authority Signal:
“Used by 10,000+ marketers who want results.”
Contrarian POV:
“You Don’t Need More Tools — You Need Focus.”
| Approach | Examples |
|---|---|
| Action-Oriented | “Download Now”, “Start My Trial”, “Grab the Deal” |
| Conversational | “Let’s Do This”, “Show Me How”, “I’m In” |
| Urgency-Based | “Claim Your Spot”, “Ends Tonight”, “Last Chance” |
| Outcome-Based | “Get the Guide”, “See How It Works”, “Save Time Now” |
✅ Tip: Test headlines and CTAs in different formats — short vs long, punchy vs descriptive, serious vs playful.