This headline formula works for every customer...confident or not!
This week, Nate breaks down a single copywriting structure he's tested across every brand he's worked with: "Our [product] is [adjective] and [adjective], just like the [customers] who use it." Sounds simple. The psychology behind it pretty complex though!
We dig into why this format hits differently, how it flatters the buyer who already sees themselves that way, and motivates the one who wants to. Plus: how to pick the adjectives that actually do the heavy lifting, why customer reviews are the starting point (not the finish line), and how the winning words from a headline test should be dictating your next photo shoot.
Timestamps
00:00 Intro — Q4 is closer than you think
01:00 The headline format Nate's used with every brand
02:00 Sara's first reaction to Nate's watch copy
03:00 The full formula breakdown with examples
04:00 Why it works for both confident and insecure buyers
05:00 Picking adjectives that aren't "good," "great," or "best"
06:00 Using Claude + a thesaurus to find rich descriptors
07:30 Flattery as a copy strategy (done right)
08:30 Rugged vs. polished — how headline tests changed their photo shoots
10:00 How winning adjectives should inform your entire funnel
11:00 Homework: write your own versions and test them
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CoHost: Nate Lagos
Twitter: https://x.com/natelagos
LinkedIn: https://www.linkedin.com/in/natelagos/
Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534
CoHost: Sarah Levinger
Learn more at: https://www.tetherinsights.io/
Twitter: https://x.com/SarahLevinger
Linkedin: https://www.linkedin.com/in/sarahlevinger/
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Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg