Even really good products can suffer from sub-par UX writing. The claim of "#1" really isn't useful, nor is it in any way original. Where is the brand voice? We're all #1 in our moms' eyes—it's better to convey the specific value to the user than rely on generic marketing headlines
It's natural for a healthy tension to exist between marketing and product goals when it comes to UX writing. The incentive structure for each team is sometimes at odds because success is measured by different metrics.
To take a very simplistic view, these are the types of data points that each type of team tends to prioritize most:
- Marketing metrics = conversion
- Product metrics = engagement
Both are super important and both fail to tell a complete story. Often, it shows when one is weighted more heavily than the other in decision-making.
The example above, while concise, misses the mark on 'useful' and doesn't clarify the value of the app. It's purely a marketing headline...and not a very unique one.