Marketing headlines of the week

Calm, Mirror, Bonus

March 30, 2025

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Welcome back to H1 Gallery, where you get your weekly dose of marketing H1s that stop the scroll.

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— Ryan (@rjgilbert)

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Calm's marketing headline "Calm your mind. Change your life." is a compelling H1 that stands out in an increasingly competitive landscape of meditation and mindfulness apps. Here's why this H1 helps Calm remain at the top of the pack:

  • Establishes a clear cause-and-effect relationship between mental calm and life improvement.

  • The parallel structure of two short commands creates a memorable rhythm.

  • Opens with "Calm" which reinforces the brand name while also stating the primary benefit.

  • The periods create deliberate pauses that mirror the mindful breathing the app promotes.

  • Progresses from an immediate and achievable action to a significant long-term benefit.

  • Balances simplicity with profound impact which helps suggest an accessible transformation.

  • Directly addresses the potential user with active verbs that encourage immediate action.

  • The brevity of both phrases reflects the simplicity and clarity that meditation provides. Breathe in. Breathe out.

  • Avoids meditation jargon which helps in appealing to beginners who may be intimidated at the thought of meditation and starting a new journey.

Mirror's marketing headline "You're not who you think you are." is thought provoking and makes you pause. Here's why this broad H1 works well:

  • Stops the scroll and creates immediate intrigue that compels further exploration.

  • Challenges the reader's perception of themself… suggesting internal discovery and reflection.

  • The pointed comment of the headline makes the message personally relevant to each reader or potential user.

  • Appeals to universal human curiosity about our true selves and blind spots.

  • Provokes an emotional response without being explicitly positive or negative.

  • Delivers a profound philosophical concept accessible to anyone.

Bonus' marketing headline "Sell once. Profit twice." stands out and works well for these reasons:

  • Uses two short and punchy sentences that creates a parallel structure that is easy to rememember

  • Clearly communicates a compelling value proposition → doubled revenue from the same sale

  • "Profit twice" should immediately appeal to anyone who values money

  • Creates intrigue. How exactly can I "profit twice"?

  • Avoids technical or industry jargon while still clearly speaking to potential customers

ICYMI

Here are three other scroll-stopping headlines that you may have missed:

“Go beyond your mind’s limitations” — Limitless

“The best way to jam on email as a team.” — Jelly

“Your shortcut to everything.” — Raycast

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— Ryan (@rjgilbert)