TREECARD’S AUDIENCE-SPECIFIC HEADLINE

Is it egotistical to include your own work in a swipe file? 100%. And we're not going to make a habit of it. But getting 161,000 sign ups on day 1 made it feel like we should include it.

The brief was to write a hero headline for Treecard (then, a debit card that plants a tree every time you spent) and the challenge was to speak directly to a millennial audience without any of the usual sustainability copy baggage. So less "do your bit for a better tomorrow" and more something that felt like it fit in directly with their day-to-day lives. At first we tried, "plant a tree with every coffee" (rhyming ftw) but it felt confusing. Like the customer was going to pay extra for the tree. So, breaking our #1 rule of making the customer the hero, we wrote this headline. So here's the top tip: rather than using your h1 to describe what you do, write a headline that shows it in action as specifically as possible. So you can go from "The only adaptogenic drink powered by 9 adaptogens" to "Take a sip. Sit back. And feel the power of 9 adaptogens working their chilled out magic."