A few posts ago I spoke about creating a headline that gets attention. So, I was saw the ad below and thought it was a very effective one word headline. Basically, taking a problem and offering a solution, but in just one word.
The before side says, “Chaos“, which many of us experience in our hectic lives. The other side offers, “Order“, which we are all looking for. It is very effective for communicating the purpose and value of the product and the need it is solving. If you can solve people’s problems, they will buy.
Can you do the same with your products?
One word campaigns are effective because people are busy and one word is not a lot to read and get the point across.
Let’s say you sell jewelry for example. Maybe you have a photo of a woman shot from the neck down and she is wearing a plain dress. Beside you have another photo of the same woman, same dress, but this time she also is wearing an ornate necklace. So the one side says, “Plain” and the other side says, “Wow“. Would that convince someone of the value of your product?
What if you are selling baby onesies with a cute saying on them. You could have a photo of a baby on the left wearing a plain white onesie. On the right you could have another photo of same baby wearing a onesie with “Precious Cargo” written on it. The left side has a headline of “Practical” and the right has a headline of “Practical and Fun!”. Will this convince the buyer that you are getting more for your money with this onesie?
Think of value words for your products, i.e. problems they solve, and try using those in headlines to see if they quickly get across to your visitors why they should buy your product. Maybe “Ordinary” vs “Unique” or “Messy” vs “Organized” or “Good” vs “Better“.
You don’t even have to make a comparison. You could just offer two or three words that gets the value across, such as “Make a Statement“, “Get Noticed“, “Add Some Wow“, “Spoil Her Now“. It gets the visitor thinking.
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