Catchy marketing headlines... everyone wants them!
But how to write them and make sure you’ve gotten THE headline that will resonate with your audience — that’s a different story. 🧐
There are some rules of thumb, which can help you to prioritize and structure your brainstorming.
End benefits usually outperform features: Telling users what they get as an (end-) benefit whilst using your product/service versus just telling them about your product features mostly works better, especially top funnel. Once users want to know more about the product eg. whilst browsing on the product website, features will often outperform benefits.
Simple, short, and clear: Claims and headlines that are simple and clear are usually working much better. Sounds obvious, but isn’t always easy.
CTA’s: In most cases, copy that use CTAs (call to actions) outperform the ones that don’t include them. For example ‘Discover the most accurate fertility app’ makes users more inclined to actually discover the product than if the claim just says ‘The most accurate fertility app’
Show leadership & novelty: Depending on the touchpoint, claims that show leadership or innovation will sound very convincing e.g. ‘The world’s first’ ‘The #1 product’, or as in the previous example ‘The most accurate out of them all’. However, most of these claims need disclaimers or tests (e.g. product comparison or scientific tests) that prove their viability.
Go absolute: Similar to the previous section, absolute claims are very convincing too, but in most cases, they will need tests that prove their correctness.
Make people dream
Good claims are usually very creative and make people dream ☁️. The dream factor is especially important when it comes to advertising copy.
If we look at the claim below from Apple, let's be honest, Watch 5 is not really that different from Watch 4, however the claim - as well as the entire visuals and description that follows - makes it feel like a complete reinvention.
Now it can be that over-claiming will lead to over-promising and eventually disappointing your consumers who were sold onto your product with very high expectations.
I think most industries have some good examples here, but especially skin, hair care, beauty & co are masters in over-promising with e.g. ‘24h matte cover’, ‘72h odor protection’, lipsticks that last forever, hair that grows much faster etc. These strong claims will often end up disappointing people.
Test it all
If you are not sure what is the best word group to use — you can test! One way is via digital A/B ad testing (keeping the same visual & only changing copy). But depending on the number of claims you have, a MaxDiff comparison test is a good alternative.
What the hell is MaxDiff???
A MaxDiff test will give you a relative ranking (otherwise known as Best-Worst) out of some options in a given set.
Often this methodology is being preferred to e.g. ranking or matrix questions because it gives a better picture of what is the most important or compelling to the user.
💡 Make sure your audience is big enough to provide statistically relevant results. The more claims you have the bigger the survey respondent pool.
💡 You can consider using different descriptions of the two extremes and see if there are changes in results e.g. ‘Most Important’ vs. ‘Least Important’ or ‘Most Appealing’ vs. ‘Least Appealing’ etc.
Any more questions or idea? Feel free to email :)