Sublime's marketing headline "Save anything that makes you go 'whoa'" is a unique and thought provoking headline.

The headline taps into the common experience of stumbling across something amazing online and wanting to preserve it. This relatability helps users immediately understand the tool's purpose and value.

The informal, conversational tone makes the product feel approachable and user-friendly. It suggests that Sublime is designed for natural, intuitive use rather than requiring complex workflows.

The use of "whoa" is what grabbed my attention. It's a casual and universal expression of amazement that everyone understands. This helps make the headline feel conversational and authentic rather than corporate or overly technical.

This part of the headline also focuses on the moment of discovery. This emphasizes the emotional aspect of content curation rather than the technical aspects of saving or organizing content - which is often annoying and tiresome.

"Save anything" implies flexibility and breadth of functionality. It suggests that Sublime can handle whatever type of content the user finds interesting, without limiting it to specific formats or sources - helping keep the tool inclusive for all use cases.

Overall, this headline is effective because it positions the tool as a natural extension of how people already react to interesting content online, making it feel like an intuitive addition to their digital life rather than another complicated tool to learn.

In Sublime's words:

We went through a lot of options for the tagline:

v1 - Sublime is an intelligent library for the information you care about

v2 - Sublime is the perfect tool to help you collect and make the most of your digital knowledge.

V3 - Sublime is a (digital) place for all the things you care about.

V4 - Save anything that matters to you.

Building off of that last one, I added a comment in Figma of “brain go whoa?” and a couple days later suggested “Save anything that makes you go “whoa.”

That tagline felt so good to me because it connected on an emotional level with the user and the experience they’ve likely had of seeing something and, well, going “whoa.”

It’s a universal thing that often gets watered down in website copy into something more SaaS-y, all of which made “Save anything that makes you go ‘whoa’” stand out that much more.

There’s a casual vibe to the phrase too that I think draws people in and makes them feel like, “oh, this is a tool that feels human” which is important given how soulless a lot of knowledge tools in the space feel these days.

I do remember us debating the right spelling of the word - is it ‘whoa’ or ‘woah’? “Whoa” proved victorious but there’s really no wrong way to spell ‘whoa.’ We loved the concept of ‘whoa’ so much, we named this year’s zine “Whoa, Vol. 1: Conversations to make you feel human.”