The "Substack Bestseller" Headline Formula: 10 Headline Templates That Doubled My Newsletter Open Rates
How to turn casual scrollers into devoted subscribers with strategic headlines
I used to think headlines were the least important part of my newsletter.
For months, I'd spend hours crafting the perfect content - researching thoroughly, structuring carefully, editing meticulously - only to slap on whatever headline came to mind in the final five minutes before hitting publish.
The results were predictable: mediocre open rates hovering around 30%. Great content that barely anyone was reading.
Then something unexpected happened. After throwing together a newsletter in a rush one week, I accidentally wrote what I thought was a ridiculously BuzzFeed-style headline just to get it out the door:
"I Tried 5 Popular Newsletter Growth Strategies and One Actually Tripled My Open Rate"
My open rate shot to 45%. Comments flooded in. Subscribers forwarded it to friends who then signed up.
That's when it hit me: I had been focusing on the wrong part of the equation. The headline isn't just some throwaway label - it's the single most important factor in whether your content gets consumed at all.
BuzzFeed understood this long before most of us. Love them or hate them, they revolutionized digital headlines in ways that fundamentally changed how content gets consumed online.
Think about their signature style:
Curiosity gaps that make it impossible not to click
Emotional triggers that tap into strong feelings
Ultra-specific numbers (not just "10 Ways" but "17 Ways")
Second-person perspective that speaks directly to the reader
Identity hooks that make you feel seen ("Only Newsletter Writers Will Understand...")
For years, I dismissed these techniques as cheap clickbait. But that accidental success forced me to reconsider my position. What if the problem wasn't the techniques themselves, but how they were being used?
I started experimenting systematically, testing different headline approaches across dozens of newsletters. I studied not just what got opens, but what created trust, engagement, and long-term loyalty.
What I discovered was a sweet spot: headlines that capture attention like BuzzFeed but deliver substance like The New Yorker. Headlines that promise value and actually deliver it.
The results transformed my newsletter:
Open rates consistently increased by 10%+
Subscriber growth doubled without changing my promotion strategy
Engagement increased with more comments, shares, and responses
Paid conversion rates improved as trust and anticipation built
People started regularly commenting on my headlines. "I had to open this immediately when I saw the subject line" became a common refrain.
When fellow Substack writers began asking for my headline secrets, I realized this knowledge was too valuable to keep to myself.
So, I'm sharing the 10 headline formulas that have consistently outperformed everything else I've tested - formulas specifically designed for newsletter writers who want attention without resorting to manipulation.
These aren't theoretical concepts. Each formula has been battle-tested across different topics and audience sizes. Each includes real examples and performance data. And each can be implemented immediately in your very next newsletter.
Let's start with the most powerful one I've discovered...
The Evolution Beyond Clickbait
Here's a crucial distinction we need to make before diving into the formulas:
There's a world of difference between clickbait and compelling headlines.
Clickbait makes promises it can't keep. Compelling headlines make promises they overdeliver on.
This distinction matters because the Substack audience isn't the same as a social media audience. They're more discerning, more loyal, and much less forgiving of manipulation.
I learned this lesson the hard way early in my headline experimentation. After my accidental BuzzFeed-style success, I tried pushing the envelope with increasingly attention-grabbing headlines:
"The Newsletter Strategy That Made Me $10K in a Month (That Nobody Is Talking About)"
It generated my highest open rate ever. But the content, while solid, couldn't possibly live up to the breathless promise. The result? A spike in unsubscribes and multiple comments calling me out.
That experience taught me something valuable: on Substack, you might be able to fool readers once with clickbait, but you'll lose them forever.
The BuzzFeed copycats fail because they focus on the short-term click rather than the long-term relationship. They grab attention but break trust. And without trust, a newsletter has nothing.
The sweet spot became clear: headlines that were magnetic enough to stand out in crowded inboxes, but honest enough to build trust over time.
What's fascinating is that when I found this balance, not only did my open rates improve, but the engagement with the content itself transformed. Comments became more thoughtful. Shares increased. Paid conversions rose steadily.
This is because the right headline doesn't just get someone to open your newsletter - it primes them for the experience they're about to have. It sets expectations that your content then exceeds.
The formulas I'm about to share operate on this principle. They incorporate what actually works about BuzzFeed-style headlines - the psychology that makes them irresistible to click - but adapted for an audience that demands substance and authenticity.
These aren't tricks. They're communication tools that help your best ideas reach the people who need them most.
Let's explore the first and most powerful formula...
Formula #1: The Specific Result Promise with Numbers
The first headline formula I discovered that consistently outperforms all others combines two powerful elements: a clear promise of results with hyper-specific numbers.
This isn't just adding any random number to your headline. It's about using precise figures that signal authenticity and real-world experience.
Consider these two headlines:
"How to Grow Your Newsletter"
versus
"How I Grew My Newsletter to 5,243 Subscribers in 6 Months"
The second headline immediately stands out in a crowded inbox. Why? Because specificity signals truth.
When BuzzFeed uses numbers, they often rely on the curiosity factor of odd numbers like "17 Ways to..." or "23 Things That..." But for Substack writers, numbers serve a different purpose – they establish credibility and set clear expectations.
The magic happens when you combine specific numbers with concrete results:
"The 20-Minute Writing Method That Generated 342 New Subscribers Last Month"
"I Tested 7 Monetization Strategies and Made $3,891 From Just One"
"How a 3-Part Email Sequence Converted 8.7% of Free Subscribers to Paid"
What makes these headlines work isn't just the attention-grabbing specificity – it's that they promise something concrete that your content can actually deliver.
The psychology behind this is fascinating. Research shows that specific numbers are perceived as more credible than round numbers precisely because they appear to be based on actual measurement rather than estimation.
A Cornell University study found that people rated claims with specific numbers as more credible than the same claims with rounded numbers – even when the rounded numbers were larger. Our brains interpret specificity as evidence of real data.
I first discovered this power when I published a post about maintaining a consistent writing schedule despite obstacles. The specific number in the headline drew readers in because it represented a real achievement, not a theoretical target.
The comments showed why it worked: readers came in expecting a real story with practical takeaways based on actual experience, not generic advice. And that's exactly what they got.
This formula works best when:
You have genuine, specific results to share
The numbers are truthful and not rounded (2,847 not 3,000)
The timeframe or context is included for perspective
The result is something your audience actually wants
It works less well for philosophical topics or pure opinion pieces. Save it for content where you're sharing something measurable and replicable.
The key to using this formula ethically is simple: the specific numbers must be real. Don't invent or exaggerate figures just to grab attention. One fabricated statistic can permanently damage the trust you've built with your audience.
When done right, the Specific Result Promise with Numbers doesn't just get opens – it establishes you as someone who deals in reality, not theory. It tells readers that you're sharing actual experience, not just regurgitating what you've read elsewhere.
And that's exactly the kind of writer people subscribe to, share, and eventually pay to read.
Next up is a formula that taps into one of the most powerful forces in human psychology...
Formula #2: The Ethical Curiosity Gap
Have you ever found yourself clicking on a headline even when you knew it was probably clickbait? That's the power of the curiosity gap – the space between what we know and what we want to know.
BuzzFeed mastered this technique with headlines like "This One Trick Will Change Everything" or "You Won't Believe What Happened Next." The problem? The content rarely delivered on the promise, leaving readers feeling manipulated.
But the psychology behind curiosity gaps is too powerful to ignore. Studies show that curiosity creates a form of cognitive tension that we're naturally driven to resolve. It's like an open loop in our minds that demands closure.
The key is creating curiosity gaps ethically – promising intrigue that your content actually delivers.
Here's how the Ethical Curiosity Gap formula works for newsletter headlines:
Hint at valuable information or an unexpected insight
Without fully revealing the content
While ensuring your post genuinely delivers the promised revelation
Some examples that worked well for me:
"The Newsletter Growth Strategy I Almost Didn't Share"
"What Top Substack Writers Do Differently (It's Not What You Think)"
"The Writing Habit That Changed Everything for My Newsletter"
Notice these headlines don't resort to cheap "You Won't Believe..." phrases. They create legitimate curiosity by hinting at specific value without overpromising.
The first example worked particularly well because it suggested exclusive information while implying a story behind why I hesitated to share it – both curiosity triggers. The content delivered by explaining a powerful but unconventional growth strategy that initially seemed counterintuitive.
Here's why this formula works when done right:
First, genuine curiosity is more motivating than almost any other headline emotion. When readers are curious, they engage more deeply with the content, trying to solve the puzzle you've presented.
Second, satisfying curiosity creates a dopamine release – the brain's reward for learning something new. When readers experience this, they associate positive feelings with your newsletter.
There are several ways to create ethical curiosity gaps:
Hint at a counterintuitive finding: "The Popular Growth Advice That's Actually Hurting Your Newsletter"
Suggest valuable but uncommon knowledge: "What I Learned from Analyzing 50 Successful Substack Launches"
Promise a solution to a common problem: "The Simple Fix for Declining Open Rates Most Writers Miss"
The most important element is that your content must provide genuine closure to the curiosity you've created. If readers feel the headline was misleading, you've damaged trust rather than built it.
I've found this formula particularly effective for sharing insights that challenge conventional wisdom or for introducing new approaches to common problems.
What makes this different from clickbait is the intent and the delivery. You're not creating curiosity for its own sake – you're using it as a doorway to genuinely valuable information that delivers on the promise.
When done right, the Ethical Curiosity Gap doesn't just increase open rates – it trains your readers to trust that your intriguing headlines lead to satisfying insights, creating a positive reinforcement loop for future opens.
Next, let's look at a formula that taps into something deeply personal...
Formula #3: The Identity-Based Hook
There's a reason BuzzFeed headlines like "27 Things Only People Who Grew Up in the 90s Will Understand" spread like wildfire. They tap into something powerful: our sense of identity.
When a headline speaks directly to who we are – or who we aspire to be – it creates an almost irresistible pull. It's not just content anymore; it's content specifically for us.
But there's a fine line between targeting identity in a way that builds community versus creating divisive clickbait. For Substack writers, the key is crafting identity hooks that connect rather than separate.
The Identity-Based Hook formula works by:
Identifying a specific group your reader belongs to or aspires to join
Promising insights or value specifically relevant to that identity
Delivering content that genuinely serves that group's unique needs
Some examples that resonated strongly with my audience:
"What Successful Creators Understand About Audience Building That Beginners Don't"
"The Daily Habits That Separate Six-Figure Newsletter Writers From Everyone Else"
"Why Some Writers Build Valuable Newsletters (While Others Just Create Content)"
These headlines work because they speak to aspirational identity. They don't just say "here's some information" – they say "here's information for people like you who want to achieve specific goals."
The first example performed particularly well because it creates both exclusivity (successful creators vs. beginners) and a pathway to join the more desirable group. The content delivered by outlining specific mindset shifts that experienced creators adopt as they mature.
What makes this formula powerful is how it combines identity with value. You're not just saying "you belong to this group" – you're saying "because you belong to this group, this specific information is valuable to you."
There are several effective approaches to identity-based headlines:
Aspirational identity: "How the Top 1% of Newsletter Writers Approach Monetization"
Current identity with specific challenges: "For Solopreneurs: The System That Helped Me Create Consistent Content Without Burnout"
Identity transformation: "From Struggling Writer to Profitable Creator: The Mental Shift That Changed Everything"
The key difference between this approach and BuzzFeed-style identity clickbait is inclusion versus exclusion. While clickbait often relies on in-group/out-group dynamics ("only X will understand"), effective newsletter headlines focus on helping readers achieve their aspirations.
I've found this formula especially effective when introducing more advanced concepts or when trying to help readers overcome common plateaus. It creates a sense that you understand their specific situation and goals, not just generic challenges.
When crafting identity-based headlines, always ask yourself: "Does this headline make my reader feel understood, or does it just make them feel categorized?" The former builds connection; the latter feels manipulative.
Used thoughtfully, identity hooks don't just drive opens – they create a deeper sense of relevance that makes your entire newsletter feel more personalized and valuable to your specific audience.
Next, let's explore a formula that harnesses the universal appeal of transformation stories...
Formula #4: The Personal Story Arc
My biggest headline breakthrough happened by accident.
I hadn't slept well. My coffee was weak. The deadline for my newsletter loomed, and I had nothing prepared.
So instead of my usual structured advice, I wrote something raw and personal:
"I Almost Quit My Newsletter Last Month. Here's What Saved It."
That hastily written headline led to my most engaged newsletter ever. Not just opens, but responses. Real, thoughtful messages from readers who suddenly saw me as a human being, not just an advice-giver.
What happened?
I'd stumbled into what I now call the Personal Story Arc headline formula. It works because it promises something we're all wired to consume: a complete narrative with conflict and resolution.
These headlines contain three key elements:
A hint at a personal struggle or journey
The promise of a resolution or lesson
The implication that this story contains valuable insights for the reader
Some variations that work well:
"How I Failed at [Common Goal] For Years (And What Finally Worked)"
"The Embarrassing Mistake That Actually Doubled My Subscriber Count"
"From 50 to 5,000 Subscribers: My Unexpected Journey"
The magic happens because these headlines promise both entertainment and education. They're not just teaching – they're storytelling.
And here's the thing about stories: we remember them.
In fact, cognitive scientists have found that information delivered in narrative form is 22 times more memorable than facts alone.
Want proof? Which are you more likely to remember tomorrow:
"Newsletter consistency improves retention rates"
"I lost 200 subscribers after disappearing for a month, and that taught me the most important lesson about newsletters"
The second one creates a story hook your brain wants to complete.
When using this formula, authenticity matters more than drama. Your story doesn't need to be extraordinary – it just needs to be true and contain genuine insights.
Try this formula when you have a personal experience that illustrates a broader principle your readers need to understand. Just make sure the story delivers real value, not just entertainment.
Because a good story opens minds – but useful lessons change them.
Formula #5: The Emotional Trigger (Without Hyperbole)
Ever wonder why some headlines make you click almost involuntarily?
It's not magic. It's emotion.
BuzzFeed headlines like "This Video Will Make You Cry" or "The Most Shocking Revelation Ever" tap directly into our emotional circuitry. They promise a specific feeling—and our brains are hardwired to pursue emotional experiences, both positive and negative.
The problem? Most of these headlines dramatically overpromise, leaving readers feeling manipulated.
But emotion itself isn't the problem. It's the hyperbole.
I've tested dozens of emotionally-driven headlines and discovered something surprising: understated emotional promises actually outperform exaggerated ones over time.
Instead of "This Strategy Will Completely Transform Your Newsletter Forever" (which triggers skepticism), try "The Simple Approach That Finally Helped Me Enjoy Writing My Newsletter Again."
The second headline still taps into emotion (relief, hope, enjoyment) but does so credibly.
Strong emotional triggers for newsletter headlines include:
Relief from a common frustration
Pride in achieving something difficult
Hope for overcoming persistent challenges
Curiosity about unexpected approaches
Belonging to a community of like-minded people
For example, one of my best-performing headlines was:
"The Writing Practice That Ended My Newsletter Anxiety"
This worked because it:
Acknowledged a real emotional pain point (anxiety)
Promised relief (ending that anxiety)
Suggested a specific solution (a writing practice)
Was completely deliverable in the content
When readers clicked, they got exactly what was promised—a specific technique that reduced the stress of newsletter creation. No hyperbole, just honest emotional relief.
This approach builds what marketers call "emotional brand equity"—the trust that comes from consistently delivering on emotional promises.
Try identifying the genuine emotional benefit behind your advice. Are you offering peace of mind? Confidence? Excitement? Then craft a headline that promises that specific feeling through a credible mechanism.
Because in a world of emotional clickbait, authentic emotional promises stand out.
And they work not just once, but every time you deliver on them.
Formula #6: The Contrarian Perspective
Most advice about growing your newsletter is wrong.
At least, that's what I believed after months of following "best practices" that yielded mediocre results. When I finally wrote a post challenging those conventional ideas, something unexpected happened.
My contrarian headline: "Why Most Newsletter Growth Advice Is Actually Killing Your Audience" generated more engagement than anything I'd written before.
Not because it was negative or controversial for its own sake, but because it offered a fresh perspective on a topic my readers thought they already understood.
Contrarian headlines work by creating cognitive dissonance. They challenge assumptions and make readers question what they thought they knew. When done right, they offer the promise of insight rather than mere controversy.
The structure is simple:
Challenge a common belief your audience holds
Hint at a different approach or perspective
Imply that this new viewpoint offers better results
Some examples:
"The 'Consistency' Myth That's Holding Back Your Newsletter Growth"
"Why Free Content Actually Makes Monetization Easier, Not Harder"
"The Case Against Niching Down (At Least In The Beginning)"
The power of contrarian headlines comes from their ability to make the familiar seem new again. We're naturally drawn to ideas that promise to solve persistent problems in unexpected ways.
But there's an important distinction between being contrarian and being controversial. A good contrarian headline doesn't just oppose conventional wisdom—it offers a thoughtful alternative based on genuine insight.
This formula works especially well when you've tried the conventional approach, found its limitations, and discovered a different way forward. Your lived experience becomes the foundation for your contrarian take.
When I wrote my post questioning standard growth advice, I included specific examples of widely recommended tactics that had failed for me and the alternative approaches that worked better. This transformed a potentially divisive headline into an invitation for readers to reconsider their assumptions.
The result? People didn't just read the post—they shared it, saying things like "Finally someone said it!" and "This explains why I've been struggling."
That's the true test of an effective contrarian headline: it doesn't just provoke—it resonates with experiences your readers have had but haven't articulated.
Try this formula when you have genuine insight that runs counter to common advice in your field. Just make sure you can deliver thoughtful analysis, not just opposition for its own sake.
Because in a world of conformity, thoughtful contrarians don't just get attention—they start movements.
Formula #7: The Ultra-Specific How-To
"How to Grow Your Newsletter" gets ignored.
"How to Add 500 Subscribers in 30 Days Using LinkedIn Comments" gets opened immediately.
The difference? Ultra-specificity.
I discovered this by accident. After writing dozens of generic how-to headlines with mediocre results, I decided to get ridiculously specific with one: "How to Create a 5-Day Welcome Sequence That Converts 22% of New Subscribers to Paid."
The open rate jumped dramatically. Comments poured in. People bookmarked it for reference.
Ultra-specific how-to headlines work for three key reasons:
First, they signal expertise. Anyone can write generic advice, but specific guidance suggests deep experience.
Second, they promise clear value. Readers know exactly what they'll learn and how it will help them.
Third, they attract the right readers. Someone who needs exactly what you're teaching will drop everything to consume your content.
The formula has four components:
Start with "How to..."
Name a specific, desirable outcome
Include numbers where possible (timeframes, results, steps)
Mention the specific method or approach
Some examples:
"How to Craft a 7-Part Newsletter Series That Sells Your Digital Product Without Being Pushy"
"How to Turn 10 Minutes of Daily LinkedIn Engagement Into 50+ New Subscribers Weekly"
"How to Design a Simple Content Calendar That Eliminates Newsletter Anxiety Forever"
What makes these headlines work isn't just their specificity—it's the implied promise that the reader will get a complete system, not just vague suggestions.
I now use this formula whenever I'm teaching a specific process or system. The more detailed the headline, the more it attracts readers who are ready to implement, not just browse.
When writing ultra-specific how-to headlines, focus on processes you've actually mastered. The specificity creates high expectations that your content must fulfill.
Don't worry about alienating readers with narrow topics. A headline that speaks perfectly to 20% of your audience will perform better than one that speaks vaguely to everyone.
The best part? These headlines practically write themselves when you're sharing something you genuinely know well. Your expertise naturally generates the specifics that make these headlines powerful.
In a world of generic advice, ultra-specific guidance cuts through the noise.
Formula #8: The Second-Person Direct Address
YOU are making a critical mistake with your headlines.
Notice how that grabbed your attention? That's the power of second-person direct address - speaking directly to your reader using "you" and "your."
BuzzFeed mastered this approach with headlines like "27 Photos That Will Make You Rethink Your Existence" and "19 Things You Didn't Know About Sleep." They work because they instantly make the content personal.
For newsletter writers, this approach creates immediate relevance. It says: "This isn't general information - this is specifically for YOU."
The key elements of effective second-person headlines:
Address the reader directly with "you" or "your"
Focus on a specific challenge, desire, or situation they face
Promise a benefit or insight that matters to them personally
Let me show you examples that have performed well:
"You're Probably Measuring the Wrong Newsletter Metrics"
"Your Welcome Email is Costing You Subscribers - Here's How to Fix It"
"What You're Missing About Subscriber Retention (That's Killing Your Growth)"
These headlines create what psychologists call "self-referential encoding" - when information feels personally relevant, our brains pay more attention and remember it better.
The most effective second-person headlines target pain points or aspirations that feel universal to your audience. They create an "I feel seen" moment that's hard to resist clicking.
I've found this formula particularly effective when addressing common mistakes or misconceptions. By using "you're" rather than the more general "most people are," the headline creates a gentle accountability that motivates action.
The challenge with this formula is avoiding accusation or condescension. The goal isn't to make readers feel bad - it's to create recognition that motivates positive change.
That's why I pair second-person headlines with empathetic, solution-focused content. The headline might highlight a problem, but the content should emphasize understanding and practical help.
When done right, second-person headlines don't just drive opens - they create a sense of direct conversation that strengthens the connection between you and your readers.
Try this formula when you want to address specific challenges your audience faces, especially ones they might not fully recognize. The personal address creates the perfect opening for an insight that shifts their perspective.
Formula #9: The Time-Bound Promise
"In 15 Minutes a Day..." "The 7-Day Method..." "The 30-Minute Newsletter System..."
Time is the ultimate currency for busy creators. We're all trying to achieve more while spending less of our precious hours doing it.
That's why time-bound headlines consistently outperform their generic counterparts. They don't just promise results—they promise results within a specific, manageable timeframe.
I stumbled onto this pattern while reviewing my most-shared newsletter issues. The common thread? Almost all included specific time elements in their headlines.
The psychology makes perfect sense. When we see a time-bound promise, two powerful things happen:
First, we can instantly evaluate if the investment seems worthwhile. "Get better results in 30 minutes a week" is a clear value proposition.
Second, it creates concrete expectations. Rather than some vague "someday" benefit, we can envision exactly how the solution fits into our lives.
The formula works like this:
Specify a clear timeframe (minutes, days, weeks)
Connect it to a desirable outcome
Ensure the timeframe feels both realistic and appealing
For example:
"The 20-Minute Morning Routine That Generates Newsletter Ideas For a Month"
"How I Plan an Entire Quarter of Content in a Single Afternoon"
"The 5-Day Challenge That Increased My Conversion Rate by 34%"
What makes these headlines particularly effective is how they combat one of the biggest objections to trying something new: "I don't have time for this."
By building the time commitment directly into the headline, you're addressing this concern before it even arises.
I've found this formula especially powerful for process-focused content—anything that teaches a system, method, or routine. The defined timeframe makes implementation feel accessible rather than overwhelming.
The key to using this formula effectively is honesty about the time required. Underestimating creates disappointment; overestimating creates unnecessary resistance.
When your content genuinely delivers value within the promised timeframe, you're not just helping readers solve one problem—you're helping them reclaim control of their time. And that might be the most valuable promise of all.
Formula #10: The Value Stack
What if one headline formula could combine multiple benefits into an irresistible package?
That's exactly what the Value Stack does.
I discovered this pattern accidentally. After writing what I thought was a straightforward how-to post titled "How to Create a Newsletter Welcome Sequence," I decided to enhance it at the last minute:
"How to Create a Newsletter Welcome Sequence That Converts Subscribers, Prevents Churn, and Seeds Future Sales"
The difference in response was dramatic. Not just more opens, but more saves, shares, and implementation stories from readers.
The Value Stack formula works by combining multiple benefits in a single headline, creating what marketers call "benefit stacking" - where the perceived value becomes greater than the sum of its parts.
Think about it: each additional benefit doesn't just add value—it multiplies it. One solution that solves three problems is far more compelling than three solutions that each solve one problem.
The structure is simple but powerful:
Start with a core concept or method
Add "that" or "which"
List 2-4 specific benefits, preferably in ascending order of importance
Some examples that performed exceptionally well:
"The Content Batching System That Saves 5+ Hours Weekly, Eliminates Writer's Block, and Improves Overall Quality"
"A Simple Follow-Up Sequence That Re-Engages Dormant Subscribers and Converts Them to Buyers"
"The Headline Framework That Increases Opens, Drives Engagement, and Maximizes Shares"
What makes this formula so effective is how it transforms a single-benefit proposition into a compelling value ecosystem. Readers don't just see one reason to open your newsletter—they see an entire package of solutions to multiple challenges they're facing.
The Value Stack works particularly well for content that teaches systems, frameworks, or multi-purpose methods. It allows you to highlight the full spectrum of benefits your approach delivers.
BuzzFeed rarely uses this technique because it requires substantive content that actually delivers multiple benefits. This is where quality newsletters have a distinct advantage over clickbait—they can promise and deliver genuine value on multiple fronts.
The key to using this formula effectively is ensuring your content genuinely delivers each benefit you promise. The Value Stack creates high expectations that your content must fulfill.
I now use this formula whenever I'm teaching a system or approach with multiple advantages. It not only drives higher open rates but also tends to generate more thorough engagement as readers look for each promised benefit.
In a world where single-solution content is everywhere, the Value Stack stands out by offering comprehensive value in one cohesive package.
Testing Your Headlines Like BuzzFeed (But Better)
BuzzFeed doesn't just guess which headlines work best. They test. Relentlessly.
You should too.
The difference? You don't need their massive team or complex tools to do it effectively. I've developed a simple testing system that any newsletter writer can implement immediately.
Here's how it works:
1. Create headline variations
For important newsletters, write 3-5 different headlines using different formulas from this guide. Don't just make minor tweaks—try fundamentally different approaches.
For example:
Value Stack: "The Subscriber Survey That Improves Retention, Generates Content Ideas, and Reveals Product Opportunities"
Specific Result: "How a 5-Question Survey Generated 17 Newsletter Topics and $3,452 in Product Sales"
Contrarian: "Why Most Subscriber Surveys Fail (And How to Create One That Actually Works)"
2. Test with small segments
You don't need sophisticated A/B testing tools. Simply:
Send each variation to 10-15% of your list
Wait 4-6 hours to see which performs best
Send the winning headline to the remainder of your list
Most email platforms (including Substack) allow you to send to segments of your audience. Even if yours doesn't, you can test headlines across different channels before your main send.
3. Track patterns, not just winners
The real insight comes from tracking which types of headlines consistently perform well for your specific audience. Create a simple spreadsheet with:
Headline text
Formula used
Open rate
Click/engagement rate
Notable comments/responses
After 5-10 tests, clear patterns will emerge about what resonates with your audience.
4. Build your swipe file
The best headline writers collect examples. Start a document with:
Your own best-performing headlines
Competitor headlines that grabbed your attention
Headlines from outside your niche that you found compelling
Review this file before writing new headlines to prime your creativity.
5. Focus on the right metrics
Open rates matter, but they're not everything. Also track:
Response rate (comments, replies)
Sharing behavior
Unsubscribe rate after opening
Conversion actions (if applicable)
A truly great headline doesn't just get opens—it attracts the right readers who then engage deeply with your content.
The BuzzFeed approach to headline testing focuses purely on clicks. Your approach should focus on relationship-building metrics that support long-term growth.
I've found that testing headlines has another unexpected benefit: it often reveals which topics and approaches most resonate with your audience, guiding your overall content strategy.
Start small. Test one newsletter. See what happens. Then gradually build testing into your regular workflow.
Because ultimately, the best headline formula is the one that works for your unique audience.
📌 Your Next Steps (Six-Figure Substack Growth Masterclass)
These 10 formulas aren't just techniques – they're doorways to deeper connection with your readers.
When I first discovered the patterns behind addictive headlines, my entire relationship with content creation changed. Writing became more enjoyable. Reader engagement deepened. Growth accelerated naturally.
But here's what I've learned after helping dozens of newsletter writers implement these approaches:
Knowing the formulas is just the beginning. The real transformation happens when you develop the intuition to know which formula to use when, how to adapt them for your specific audience, and how to integrate them into your broader content strategy.
Start small. Choose one formula that resonates with you and implement it in your next newsletter. Notice not just the opens, but the quality of engagement it generates. Then try another.
Create your own swipe file of successful headlines – both yours and others that captured your attention. Review it regularly to train your headline-writing instincts.
Most importantly, remember that these formulas work because they help deliver value more effectively to your readers – not because they trick people into opening content they don't actually want.
The writers who build substantial, profitable newsletters aren't just good at getting opens. They're good at creating valuable experiences that readers want to return to again and again.
But if you're looking for a more comprehensive system to not just create addictive content but build a thriving, profitable newsletter...
That's exactly why I created the Six-Figure Substack Growth Masterclass.
Inside, you'll discover:
The complete blueprint for how to identify and narrow down your own niche
My proven system for consistently growing and monetizing your newsletter
The monetization methods that work specifically for Substack writers (without requiring a huge audience)
The growth tactics that helped me reach 5,000+ subscribers in under six months
This isn't just theory. It's the exact system I've used to build my own successful Substack and help dozens of other writers do the same. Click below to join 👇
Whether you join us in the Masterclass or apply these formulas on your own, remember that your headline is a promise to your reader. When you consistently deliver on that promise, you build something more valuable than opens or clicks – you build trust.
And trust, more than any other metric, is what transforms a newsletter from something people occasionally read into something they can't wait to open.
I love how you consistently over-deliver in your articles. You thoroughly cover the nuts and bolts, providing real value in every post. This contrasts sharply with the "give 'em a taste" trend, and readers will click through to the real meat. I know you also have meaningful items you sell, but it's refreshing not to have every single article created to move the reader toward buying. Thanks for strategizing differently than the majority of creators.
I'm going to be reading this again and again! I struggle with headlines so this is invaluable thank you. I'll be testing them out for sure. Is it a good idea to rewrite the headlines for post I've already published?