| This is a nice write-up, but you'd need to dig deeper into this for people to get actionable insights. I'm a marketer working with SaaS companies and helping them improve their messaging on lead-gen campaigns, and this stuff isn't easy. It requires a lot of iterations, isn't consistent across all markets, etc... Here's the the problem: The "Quadrant 1: The Holy Grail (High Clarity, High Impact)" examples work within the known context of each company... yet I don't think they're good for any small company. Why? Because those companies have many years of brand and product awareness built up on their potential user base. The products and features are stacked and have many iterations. So if you picked up those products - under a new brand, with 0 users, and no following - I guess you would have a hard time with those headlines. With the headline “Where work happens” for Slack, or “All-in-one workspace” for Notion, you can't expect new users to pick up on what this means practically, or what value it provides unless you already understand the brand and product. Of them all I think the best example would be: “Securely share, store and collaborate on files and folders from anywhere” from Dropbox - but even this would be hard to differentiate since it would fit well on Google Drive for example. So I guess the conclusion is that you can have short and clever headlines once you reach certain conditions. For example when the top portion of your funnel is aware of your brand and product. |