The 4 U's formula is the four principles for writing a winning headline:
The reason your client needs you. "Save, Improve, Secure, Feed, Delight," the heading begins with an imperative.
That is what sets you apart from the competition. For example, a better-priced offer, such as "Our cottage is half the price of an apartment," or an exclusive product: "Innovative security system."
Customer benefit measured in figures. "Save up to $2000," "Increase your conversion rate by 70%."
Time-limited offer. "Buy with a discount until August 15," "Use the platform for 30 days free."
If you can't fit all the 4 U's in the headline, use a subheading.
👋 There's another version of the formula: 4U+K. "K" is a keyword integrated into a headline for SEO. For example, for the word combination "makeup artist consultation" you could write the following heading: “From August 10 to the end of the fall: Free makeup consultation, like on Fashion TV.”