Before
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After
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1. Superlative⇝“The safest”

2. Clarify what you’re selling ⇝ “ceramic kamado-style barbecue”

3. Clarify whom it’s best for ⇝ “for men who only enjoy cooking when there’s danger involved.”
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Pro Tip: Brands love using superlatives and claiming that they are the best in their industry.

Or the cheapest in their category.

Or that they offer the simplest way to do something (*cof cof startups are the worst*). But why would consumers believe these brands?

That’s why I usually advise to avoid writing headlines using superlatives.

Because making a distinctive claim (and backing it with evidence) is 10x more persuasive than saying that your brand is the best/ the smartest/ the cheapest/ the simplest / the blablaest something.

But in this example I used the superlative “safest” to contrast it with the idea of danger (“for men who only enjoy cooking when there’s danger involved”.

So my pont is, use this formula only if you want to contrast your brand promise with an opposing idea.
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