How to write headlines CMOs approve — and that still convert

Executive overview

High-converting copy gets killed in review because the CMO doesn't feel proud of it. The fix isn't writing better conversion copy — it's writing conversion copy first, then rewriting the headlines so the CMO falls in love with them.

Copy has two jobs: convert visitors and make the CMO look good. Headlines are the only place where creativity belongs. Get the headline right and everything else gets approved.

The CMO is your first customer — win them with creative headlines, then let the page convert the rest.

Why CMOs reject good copy

• Rejection language ("not on brand", "doesn't sound like us") masks a simpler truth: the copy doesn't make them feel proud
• CMOs want copy that impresses the CEO, not just copy that converts unknown visitors
• Short, minimal headlines (four to six words) prioritise simplicity but sacrifice feeling
• Feeling isn't about emotion-filled writing — it's about making the CMO see the brand they want to be known for

Where creativity belongs in copy

• Creativity belongs in exactly two places: the big idea (campaign concept) and the headlines/crossheads
• Everything else — body copy, structure, persuasion — is conversion copywriting: frameworks, formulas, voice of customer data
• Writing creative body copy is a mistake; writing creative headlines is the job
• A CMO reading creative headlines reacts with "oh, that's clever" — that reaction is what approves the copy

The order of operations

1. Write the full page using conversion copywriting principles (PAS framework, voice of customer data, formulas)
2. Go back and rewrite headlines and crossheads to be creative

• Never start with the headline — it makes you optimise for approval instead of conversion
• Once copy is live, run headline tests; but getting it live comes first

Writing taglines as headlines

• The model: treat headlines like taglines — IKEA's "Make yourself at home", Fitbit's "What's strong with me", Dollar Shave Club's "Shave time, shave money"
• These work because they operate on multiple levels: clear, specific, and carry a small smile
• The target CMO reaction: "oh", "cute", or "that's clever" — not a big laugh, just a flicker of delight
• Clever headlines can still be clear; clarity is not sacrificed

The idiom worksheet method

• Pick three words that describe the thing you're writing for: one for category, one for UX/experience, one for differentiator
• Search an idiom dictionary for each word — it does the brainstorming
• Fill the worksheet with six or more idioms per word
• Test each idiom as a headline: does it work on multiple levels for this product?
• The goal is to find a phrase the CMO reads and immediately wants to approve

Bonus: the antonym twist

• Take each of your three words, find its opposite, then search idioms for the antonym
• Sub your original word back into the idiom for a clever tension
• Example: Segment used "The Segmented Wide World" — a twist on "the whole wide world"
• Creates intrigue without losing clarity