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Your headline is a big promise that teases, “…is it you I’m looking for?” Personally my favourite source of punchy headlines is practically any ad copy from Ap

Your headline is a big promise that teases, “…is it you I’m looking for?” Personally my favourite source of punchy headlines is practically any ad copy from Apple. iPhone 13 Pro: Oh. So. Pro. The New iPhone SE: Love the power. Love the price. In both cases, there’s an element of, “oh? Why would they say that?” It gives both an impulse to click, and has you thinking “that’s clever,” if you already know why (e.g. from watching a special presentation or ad) Mac Studio: Empower Station. Mac Studio Display: A sight to be bold. MacBook Pro: Supercharged for pros. That last one might have felt a bit lazy. I do like their CPU descriptions, though: “Pro to the Max” M1 Pro: Scary fast. M1 Max: Scary faster. Really, none of this was going to get you to buy something you don’t need. But… as long as creativity is paired with actually telling me what I want to know, I very much enjoy it. For example, immediately after the headline “scary faster,” they actually list some (marketing) benchmark numbers to prove it. And I rarely find myself on an Apple website going “what were they thinking?” Instead, I feel like I’m in on the joke, if there is one.

libertine 4y ago
I think in the end it depends on the level of brand awareness. Apple can afford to be playful with their headlines because Apple is one of the most iconic brands, with a well known product line. >Instead, I feel like I’m in on the joke, if there is one. You said it here you know Apple well and Apple knows you well. I'm pretty sure the M1 Pro CPU wouldn't resonate the same with you if it was written by Qualcomm, I even dare to say Intel/AMD. Probably because you're numbed down by those claims from the classic CPU brands, or because Apple doesn't make that claim often (which I think they do), or simply because you like the brand and you're engaged to know what they're talking about.

libertine 4y ago

I think in the end it depends on the level of brand awareness. Apple can afford to be playful with their headlines because Apple is one of the most iconic brands, with a well known product line. >Instead, I feel like I’m in on the joke, if there is one. You said it here you know Apple well and Apple knows you well. I'm pretty sure the M1 Pro CPU wouldn't resonate the same with you if it was written by Qualcomm, I even dare to say Intel/AMD. Probably because you're numbed down by those claims from the classic CPU brands, or because Apple doesn't make that claim often (which I think they do), or simply because you like the brand and you're engaged to know what they're talking about.