Latitude's headline "Don't rawdog your prompts" is a bold and potentially risky choice. But that's why it works.

The use of the slang term "rawdog" is startling and provocative. It immediately grabs attention due to its informality and slight vulgarity, which is unusual in professional contexts. It quite literally stopped me in my tracks and caused me to double-take.

The headline assumes a level of insider knowledge. It's clearly aimed at an audience familiar with prompts, creating a sense of in-group belonging for those who understand. IYKYK.

The negative command "Don't" creates a sense of urgency and implies that there's a better way to handle prompts.

And let's quickly talk about the risk. While attention-grabbing, the headline risks alienating or offending some potential users who might find the language unprofessional or inappropriate.

A main reason that the headline is so memorable is due to its unconventional nature. It's likely to stick in people's minds and possibly become a talking point, potentially increasing word-of-mouth marketing. But this could also stick in people's minds long after Latitude ever decides to change their headline (if they were to).

Overall, this headline is effective in creating immediate impact and memorability. It clearly targets a specific audience familiar with prompt engineering and comfortable with casual, edgy language.

In Latitude's words:

We went with this tagline because all we see in the AI industry are super-technical products and general speak and our product aims to be the opposite.

We want to lower the entry barrier so that non-technical people can build prompts and iterate them confidently, so we also wanted our communication to feel more natural, down to earth, and contrarian to what most other companies are doing.