Write short headlines with a clear job
Build a specific, readable headline without unsupported promises or empty urgency.
Give the headline one useful detail
Choose a product detail, a use case, or a clear offer. “A desk lamp for small workspaces” tells the reader something concrete. A headline does not need to explain every feature; the supporting line and destination page can supply the rest.
Keep claims tied to evidence
Use measurable or comparative statements only when you have appropriate evidence for that exact claim. Avoid invented rankings, customer counts, health outcomes, and guaranteed results. If a sentence feels stronger than the facts behind it, rewrite it around the product’s actual function or appearance.
Read it inside the design
A headline that works in a document may feel crowded on a creative. Read it at the size the audience will see, check its line breaks, and remove words that repeat the product image. The headline should help the person decide whether the next step is relevant.