Macaw's marketing headline "Generate AI content that humans love to read" is a headline that plays on the current and growing AI trend. Here's why it works:

Starting the headline with "Generate" immediately positions Macaw as a creation tool. This action verb sets up clear expectations about what the product does… helps you generate or create.

The phrase "humans love to read" is where this headline truly shines. It implies that while the content is AI-generated (which many products now do), it maintains that coveted human touch. This directly addresses a common concern about AI content feeling robotic or impersonal.

This is a key differentiator in the crowded AI content space. Instead of just promising bland AI content, it promises content that resonates with human readers - suggesting quality and engagement rather than just quantity or efficiency.

Honestly… just the inclusion of "humans" in this specific headline creates an interesting juxtaposition with "AI content." This contrast acknowledges the technological nature of the tool while emphasizing the human-centric outcome.

This is quite the lofty promise. But that's why this headline works. It makes you stop and question if this is truly possible.

In Macaw's words:

For me, a good headline has context and makes a big claim. It should be as clear as possible what you're offering. I always remember this quote "Sometimes the best way to sell a horse, is to say 'horse for sale'". I don't like. The goal of a headline is to pique the interest of your visitor to get them to scroll (or convert immediately).

Process for the current headline was honestly pretty straight forward, I knew we wanted to position ourself as human-quality and I wanted it to be clear what we offered. So it just clicked.

I don't think there was many iterations, maybe a few slight adjustments for readability.