Short, direct headlines can be much more effective than longer headlines.
Who's done it well
See who’s doing this well in retail.
HIMS
Four words, but big impact: Stop worrying, start preventing. Plays on the key anxieties of the audience relating to hair loss. The placing of the text is no accident either, directly between the two main images. This will maximise dwell time, and presents the core value proposition in a split second.
HUEL
Huel use black-on-white text as a means to deliver visual appeal, but it's the fact that they get their value proposition across in just nine words that really drives impact in this ad.
Key takeaway
With single image ads, there really is no room for subjectivity when it comes to the tagline. Aim for fewer than 10 words, ideally five or less. The more text you need to use to explain your core benefit, the greater the room for interpretation.
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