2 builders who never spoke to each other
Put their exact situation in the name and subhead
Naming the narrow group, the platform or the specific chore is what makes a reader recognise the product was built for them, and it is the version people forward to a friend. A category label reaches nobody in particular. The subheadline should say which task ends rather than restating which category you are in.
The method
- 01
Write the pitch so it names the fandom rather than the category, because that is the version a fan will actually forward to a friend.
- 02
Put the platform your product serves into its name so searchers recognise instantly that it was built for their situation.
- 03
Use the subheadline to name the specific chore the product ends, not just the category it belongs to.
What it returned
A dating app for music lovers gets no forwards; a dating app for Kanye fans does
The WP in WP Pusher told Justin at a glance that the plugin was made for WordPress.
A generic promise of simplified continuous delivery lost Justin, while a subheader about pushing themes straight from a Git host and dropping FTP transfers won him.
Sources
- Why I bought your softwareJustin Jackson · justinjackson.ca · Scene 3: "I think I've found the solution!" · undated
- Serve a niche market. Get more attentionHarry Dry · Marketing Examples · Benefits of a hardcore audience · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected