A hero has four jobs: say what this is, who it is for, why it is different, and what to do next. Generated hero copy tends to fail all four at once by describing a feeling instead of a product.
Abstraction is safe, and safe copy converts nobody. 'Streamline your workflow' describes no product. 'Paste a draft, get a version that reads human' describes one. The test: could a reader repeat your headline to a colleague accurately? If not, it is not doing its job.
The second failure is category confusion. If your headline does not name the category a stranger would file you under, the visitor has to work out what you sell, and most leave before they finish.
1. Write the sentence a customer would use to describe the product to a friend.
2. Promote the most concrete noun to the headline.
3. Move the audience into the subhead.
4. Replace the benefit clause with the mechanism.
5. Put one honest limitation in the first screen.
You end up with a headline that has an object in it, which is the most reliable difference between real and generated marketing copy.
Free is a good CTA only if the free thing is genuinely usable. If the free tier is ten generations, say ten, not 'free to try'. And put the price on the page, not behind a sales call, unless your buyer genuinely expects a call.
| What people usually write | What it looks like after |
|---|---|
| Revolutionise your content strategy with our cutting-edge AI-powered platform. | Paste a draft. Get back something that reads like a person wrote it. |
| Empowering teams to achieve more with less, seamlessly and efficiently. | For one-person businesses that have to sound credible in English. |
| Start your free trial today and unlock the full potential of AI. | 10 rewrites free. No card. US$15/month if you keep it. |
If you want this done to your own draft: ShipCopy takes a piece of text you already wrote and rewrites it in one of three modes — rewrite it to read human, turn a product description into launch copy, or turn a plain-language request into a reusable prompt. Six output formats, 13 languages. 10 generations free, no card.
See what it does Pricing — US$15/monthHeadline under ten words, subhead under twenty-five, one CTA. Anything else is a section, not a hero.
On low-ticket self-serve products, yes. Hiding it costs you the visitors who are not buyers anyway.
No. A three-line explanation of the mechanism beats a 90-second brand film for this audience.