Question

Topic: Branding

Short Catchy Headline Of A Value Proposition

Posted by russellwturner on 5/11/2022 at 12:32 PM ET 125 Points
We have a client that manufactures home use health devices. They sell predominantly B2C however they now want not to sell B2C but instead engage with professionals such as Phisios etc. to offer a 'treatment'. As part of the treatment package, they want the professionals to give their clients the products our clients manufacture, they will remove the same products from the shelves so there is no conflict.

The aim is to introduce an Application (mobile) that connects the device, the user and the professional. It will act as a hub that tells the end-user if they have used the device correctly and simultaneously connects with the professional who can see reports of how the device was used allows them to post back comments directly to each of their clients securely and with utmost privacy. The professional can advise on how best to use the device or if they need to have another meeting/appointment.

So it's a three-way delivery of a service/product. The Application is the bit that holds it all together and provides direct connectivity with professionals and can help build better relationships and a more comprehensive programme, and develop loyalty to both the device and the professional. We are looking to summarise this in a nice catchy sentence or two. Something that encapsulates the idea that as a consumer you have potentially 24/7 access to this application and subsequently the professional. The devices in some respect are irrelevant however I cannot divulge what they are other than to say the technology is proven and delivers results and is safe to use at home.

These are some of our thoughts but do not express that the application is the bit that makes it all work:

Practical, Versatile, beautiful products that deliver tracked results at home
• Guided results in the comfort of your own home
• Professionally guided results in the comfort of the home environment
• Interaction and satisfaction tailored by your virtual practitioner
• Smarter interaction, improved results, greater relationships
• More efficient, more effective, more control, less effort

I would welcome and be very appreciative of any and all suggestions that hit the mark or that can push us in the right direction.

Thank you in advance.
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RESPONSES

  • Posted by mgoodman on 5/11/2022 at 3:21 PM Moderator
    Maybe I'm missing something here: What benefit does the device (or the system) deliver to the end-user? Why might a person want this? How will a person be better off if they subscribe to the system? And who exactly is the target audience? Even if the new audience is professional physios, we need to understand what benefit it ultimately delivers and to whom.

    What is the name of the device? The name and the statement of value need to work together.

    Separate issue: I always get concerned when a request includes the desire for "catchy." It suggests the client doesn't believe they have a valuable solution for the audience's legitimate need. If they did have a valuable solution they wouldn't be seeking a "catchy" diversion from a clear expression of the value.

    If we do come up with several expressions of VP, how will you "pick a winner?" What criteria will you use? Do you have a Creative Brief?

    Creative Brief: https://bit.ly/htnXoR
  • Posted by Jay Hamilton-Roth on 5/11/2022 at 8:16 PM Member
    Some questions based on your description:
    • Who's the audience for the headline: the (health) professional or the end user?
    • It would seem that you want to focus on the app and the device is secondary. However, is the device already well-respected by your target audience or are you really focusing on a differentiation between similar devices - yours has an app?
    • If the audience is the end user, it would seem that they'd need to find a professional to help guide/monitor its use. How would the end user find such a person?
    • The device is mentioned as proven technology. What about the app? Has its use been proven to make the end user's life better faster?
  • Posted by russellwturner on 5/12/2022 at 6:22 AM Author
    • Who's the audience for the headline: the (health) professional or the end user?
    A: One of the reasons we are struggling is because we see flaws in the proposal, the benefits are that the end user and professional will be connected and that provides minor usefulness to both sides, so the headline is for both, they both want results.

    • It would seem that you want to focus on the app and the device is secondary. However, is the device already well-respected by your target audience or are you really focusing on a differentiation between similar devices - yours has an app?
    A: That is correct

    • If the audience is the end user, it would seem that they'd need to find a professional to help guide/monitor its use. How would the end user find such a person?
    A: The end user will already have established connection with the professional. The manufacturer is in connection with professionals already so they are introducing the "process".


    • The device is mentioned as proven technology. What about the app? Has its use been proven to make the end user's life better faster?
    A: A trial period will determine that.
  • Posted by russellwturner on 5/12/2022 at 6:34 AM Author
    Thank you for your feedback Mgoodman. Your questions are along the line of some of the questions I have asked the client. The creative brief was not the best and when presented back to them with our feedback, comments and recommendations they pretty much ignored them. They have changed focus several times with regard to who the proposal is actually targeting claiming that it is the end user initially but the professional also.

    I have been fairly respectful of the client in trying to ascertain the real benefits and after a few weeks they have only been able to identify 1 real benefit and that is the connectivity between the end user and the professional the app will deliver. this however does not guarantee any other benefits. It requires input and effort beyond the manufacturers control.

    I have in my years heard many great and many not so great ideas and for me when someone has an idea and claims that no-one else has done this, I am concerned. They may have actually done it and it failed, they may have done all of the feasibility research and decided it was not such a great idea. The fact that the client is unable to clearly tell us more is why I am here. to help me to see something that perhaps I am missing.

    I am not at liberty to divulge the actual name and I respect your concerns over my use of the word catchy. Instead, maybe I should have used memorable. I do like the word catchy however as catchy often by nature in my experience is memorable for many reasons.

    I apologise for the holes such as the device names etc however the app is their main focal point. the devices could be anything electrical that a consumer could use at home.
  • Posted by mgoodman on 5/13/2022 at 3:05 PM Moderator
    With just the information you've been able to share, I'd suggest the VP statement (along with the product name) communicate the core benefit for the end user. It might be one of the following:
    - weight loss
    - physical fitness
    - healthy living
    - youthful appearance/feeling
    - relief from pain
    - enhanced sexual performance
    - etc., etc.

    (Need to be single-minded. Don't be all things for all people.)
  • Posted by Mike Steffes on 5/18/2022 at 12:41 PM Member
    Sounds like they're trying to offer a coaching service.

    "New — Now with available 24/7 Online Coaching"
  • Posted by vyasgcreatives on 3/11/2024 at 2:36 AM Member
    Crafting a Short Catchy Headline Of A Value Proposition

    Crafting a short and catchy headline for your value proposition is all about grabbing attention and instantly conveying the core benefit. Here are some tips to help you write one:

    Focus on Benefits: Don't just describe your product or service. Highlight the end result your customer gets by using it. For example, instead of "Accounting software," try "Effortless expense tracking that saves you time and money."

    Keep it Short and Sweet: Aim for 5-7 words ideally. People shouldn't need to read a novel to understand your value.

    Use Strong Verbs and Power Words: Verbs like "Boost," "Simplify," or "Eliminate" create a sense of action and progress. Power words like "Guaranteed," "Fastest," or "Proven" add impact.

    Spark Curiosity or Urgency: A good headline piques interest and makes the reader want to know more. You can use a question format or highlight a limited-time offer.

    Consider Who You're Talking To: Tailor your language to your target audience. Use terms they'd understand and avoid overly technical jargon.

    Here are some additional tips:

    Numbers and Statistics: If you have impressive data, like a percentage increase or time saved, incorporate it.
    Rhyme or Rhythm: A catchy rhyme or rhythmic flow can make your headline more memorable.
    Free Trials or Offers: Mention a free trial or introductory offer to incentivize action.

    Examples:

    From Chaos to Calm: Streamline Your Finances Today
    Double Your Sales in 30 Days (Guaranteed)
    Finally! Effortless Marketing Automation
    Stop Wasting Time. Get [Result] Now.

    Remember, the best headline is one that is clear, concise, and speaks directly to your ideal customer's needs. Don't be afraid to brainstorm and test different options to see what resonates best.
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