Ad Headline Formulas That Actually Convert Clicks
An ad headline decides whether anyone reads the rest of your copy. These formulas give you a fast starting point and the reasons they keep working.
Filler words are the padding a writer adds when unsure. They feel like cushion, but to a reader they are noise between the point and the eye.
You do not need a grammar rule to spot them. Read a paragraph and mark any word you could delete without changing the meaning. That is your list.
Some phrases show up in nearly every rough draft. 'Just', 'really', 'very', 'actually', and 'basically' rarely earn their place.
'In order to' almost always shortens to 'to'. 'Due to the fact that' becomes 'because'. 'At the end of the day' becomes nothing at all.
Not every 'that' or 'just' is filler. Sometimes 'just' carries real weight, as in 'just one left'. Cut the ones that add nothing and keep the ones that add force.
The test is meaning, not a word list. If removing a word shifts what the sentence says, it was not filler.
Cut a word and lose nothing; cut it. Cut a word and lose the meaning; keep it.
Run one pass for filler near the end of editing, not at the start. Early on you are still deciding what the piece says. Late, you are deciding how tight it reads.
Do not turn this into a ritual. A sentence with rhythm may need a small word to breathe. Filler is only a problem when it hides a weak point.
An ad headline decides whether anyone reads the rest of your copy. These formulas give you a fast starting point and the reasons they keep working.
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