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  • Writer's pictureMatthew Lerner

Replace "all-in-one" headlines with this.

First, what’s wrong with saying “all-in-one”?

Companies try saying “all-in-one,” but that usually converts less than 2%, because nobody is actually looking for “all-in-one.” Visitors want specific things, and cannot guess if “all” includes those things or not. The best headlines, as I've said, complete the sentence "now you can" with one specific thing the customer wants to do. (e.g. "Get more sales from your Klaviyo emails" is an effective headline for Audiens.com.)

But if you’re not supposed to say “all-in-one” how do you decide which feature / benefit to highlight as your "now you can?"

How we finally solved this problem at PayPal

People have a long list of things they want from a payments provider: Card processing, fraud management tools, multi-currency support, easy integration, high-converting checkout flows, fair prices, good customer service, fast access to their cash, and compatibility with their other systems, to name a few.

But that’s way too much for a headline… and, again, nobody can guess if “all-in-one payments system” includes multi-currency support or one-click checkout?

But after listening to enough sales calls, I realised that people think about their payment processing needs in a predictable sequence. It looks something like this:

  1. We need to set up payments – “accept payments online”

  2. Oh wait, is it compatible with… (Shopify, Woo Commerce, etc.)

  3. Is this easy for my buyers?

  4. Great, it’s live, wait… when will I get my money?

  5. Now I have customers from other countries, how do you handle other currencies?

  6. I just got ripped off. Hey customer service… Haaalp!

  7. How do I set up fraud filters to prevent this next time?

  8. Wow, we’re getting big, do you guys offer a volume discount?

For a payments company, “accept payments online and in apps” was the best headline. It was the “tip of the spear” in the customer journey, the thing they thought they were looking for in the beginning.

Simple next step — find your “tip of the spear”

From your customer interviews or sales calls, understand in what order your customers experience each need, and find the “tip of the spear” thing they go looking for in the first instance?

Also, if you’re running a chatbot on your home page, instead of “Can I help you?” have it prompt “Did you find what you were looking for?” That way, regardless of their response, you can ask “what were you looking for?” Because whatever most of them are looking for… that’s probably the tip of your spear.


But what if your customers, even from the beginning, come in with multiple different use cases? Check my post from last year about how to write for different audiences on a page.

I hope this helps!

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