Have you ever sat down to write a headline, trying to think of that one ‘big idea’? The critical selling point that will get your customer’s attention? And was it a struggle? If so, you might find this brand new free tool useful. I call it the Headline Shaker Maker. What is it? The Headline Shaker Maker is a simple tool to help you see at-a-glance the benefits you have to make an eye-catching headline. It helps you ‘shake’ out all the selling points of your product so you can pick up the pieces you need to ‘make’ your headline!

1. Headline Shaker
Maker
Shaking out the all the pieces to
build a smashing headline.
Amy Harrison

2. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
The Headline Shaker Maker
What is it?
The Headline Shaker Maker is a simple tool to help you see at-a-glance
the best elements you have to make an eye-catching headline. It helps you
'shake' out all the selling points of your product so you can pick up the
pieces you need to 'make' your headline!
How does it work?
On the next page you'll find a table made of columns for you to list the
important details about your product. Once you have all these details, you
can start circling the most attractive ones.
Then you start to put the pieces together to make different headlines made
up of different selling points. You can even then A/B test them to see which
elements are more appealing to your audience.
Why is this approach different?
Many business owners sit down to write a headline trying to think of one
big idea, or one key selling point.
When you focus your concentration on just one selling point you can limit
your creativity and end up staring at a blank page. The Headline Shaker
Maker gives you lots of different possible angles to start from to make the
process easier. It also lets you put together different combinations of
selling points that you might otherwise have missed.
Ready to give it a go?
Good luck!
Amy: amy@harrisonamy.com
2

3. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
Your Headline Shaker Maker
Stand out
features
Results Key selling
points
Problem
solved
Positive
emotions
Something
unique or
unexpected
Urgency
Read on to see how it works...
3

4. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
The different columns
Stand out features: These are any specific features of your product. If
you're selling a course, how long is it? How often do customers get access
to course content? If it's a product, what are some of the most attractive
features? If it's lightweight for example.
Results: What are the results of your product or service? More sales?
More clients? A new website?
Key selling points: What is valuable about your product or service? What
do people get excited about? Is it a lifetime guarantee? Or unlimited email
support from you?
Problem solved: Do you take away a pain? Solve a frustration? List as
many different types of problem you solve for your customer
Positive emotions: Imagine your customer has just experienced your
product or service. How are they feeling? Are they excited? Enthusiastic?
More confident?
Something unique or unexpected: What makes your product different to
others? Is there something customers are constantly surprised at when
they work with you?
Urgency: Are there any time-sensitive details that people should know? Is
your course on a certain date? Is the offer only valid for a set time? List
them in this column.
4

5. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
Headline Shaker Maker Example
Here's a worked example to show you how it might look with different details in.
Note: the different elements do not have to be linked to the next box, we're
just randomly brainstorming ideas and popping them in the right column.
Let's say that we are selling a 6 week online course teaching online marketing to
small business owners.
Stand out
features
Results Key selling
points
Problem
solved
Positive
emotions
Something
unique or
unexpected
Urgency
6 weeks long Marketing
strategy
completed
Direct access
to mentor on
calls
Working long
hours but no
results
Confidence How quickly
results are
seen
Next group
begins
August
Weekly group
calls
Understand
online
marketing
Only 10 in
each group
Disheartened
with business
Excitement Direct access
to mentor
Applications
needed by
end of July
Access to
marketing
templates
More sales and
clients
Share ideas in
the forum
Afraid they can't
succeed
Enthusiasm High quality of
other
members
Only 10
spots
Personalised
online
dashboard
Increased
revenue
Instant access
to materials
Embarrassment
at marketing
Relief
Over 40 hours
video tutorials
Clearer vision
for the business
Tailored to
small
businesses
Not knowing
how to promote
themselves
Focused
Workbook Bigger online
audience
In control
Online forum
5

6. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
Picking the important pieces
Next, you would look through your chart and highlight the ones which you
think are most important to your customer. Don't worry how many you
highlight at this stage, just try to prioritise the most exciting pieces. For
example:
Stand out
features
Results Key selling
points
Problem
solved
Positive
emotions
Something
unique or
unexpected
Urgency
6 weeks long Marketing
strategy
completed
Direct access
to mentor on
calls
Working long
hours but no
results
Confidence How quickly
results are
seen
Next group
begins
August
Weekly group
calls
Understand
online
marketing
Only 10 in
each group
Disheartened
with business
Excitement Direct access
to mentor
Applications
needed by
end of July
Access to
marketing
templates
More sales and
clients
Share ideas in
the forum
Afraid they can't
succeed
Enthusiasm High quality of
other
members
Only 10
spots
Personalised
online
dashboard
Increased
revenue
Instant access
to materials
Embarrassment
at marketing
Relief
Over 40 hours
video tutorials
Clearer vision
for the business
Tailored to
small
businesses
Not knowing
how to promote
themselves
Focused
Workbook Bigger online
audience
In control
Online forum Efficient and
successful
business
growth
6

7. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
From shaking to making...
Once you have your most important pieces, list these on a separate piece of
paper. In the above example, we would have:
• 6 week long course
• Weekly group calls
• More sales and clients
• Clearer vision for the business
• Efficient and successful business
growth
• Only 10 in each group
• Working long hours without
results
• Afraid they can't succeed
• Confident / excited / focused / in
control
• Direct access to mentor
• Next group in August
• Applications needed July
Now you can start playing around with different elements to include in your
headline. Remember, a good headline format to follow is:
• Identifies your target audience
• Makes an attractive promise (for results or to solve a problem)
• Includes specific elements to show it is unique
In our above example we might have:
This August, Join 9 Other Excited Business Owners Who Will Revamp
Their Marketing to Get More Sales and Clients in Just 6 Weeks.
Get 1:1 Marketing Mentoring, Weekly Support from Other Business Owners
and Unleash Your Business Confidence
Stop Working Long Hours on Your Marketing Without Results. Join a 10-
Strong Group of Business Owners in this 6 Week Marketing Course and
Have More Clients and Sales by September.
7

8. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
Headlines too long? No problem...
Now the above examples are just drafts to illustrate how you can start
putting together important selling points in your headline.
You might find yourself struggling with a headline being too long, or you
might find that you have 5-6 important elements that you want to include in
your headline, but you've only really got room for 2-3.
That's not a problem.
At the top of your sales page you have space for 3 main eye-catching
elements (not including photos).
These are:
• Headline
• Sub-heading
• The first sentence of your copy (called the 'lede')
So if you find you have a lot of critical selling points that you want to
include, just split them up between these 3 areas. For example:
Stop Working Long Hours on Your Marketing
Without Results.
Join a 10-Strong Group of Business Owners in this 6 Week
Marketing Course and Have More Clients and Sales by
September.
Every week you'll have direct access to me and my marketing experience...
8

9. H A R R I S O N A M Y H E A D L I N E S H A K E R M A K E R
Quick recap
Okay, so just to recap, here's how to get the best results from your
Headline Shaker Maker:
1. Fill in the table with as many details you can think of. Don't
worry too much whether or not you think the ideas are great,
just get them down.
2. Next, take a highlighter or pen and circle the ideas that you
think are the most important or exciting to your target audience.
3. On a separate piece of paper, list those important items
4. Try mixing and matching different elements to create a headline
that:
◦ Identifies your target audience
◦ Makes an attractive promise (for results or to solve a
problem)
◦ Includes specific elements to show it is unique
5. If you find that your headline is becoming a bit too long, split up
some of the elements between the
◦ Headline
◦ Subheading
◦ Lede
Now get shaking and making on your way to a better headline!
9