The One-Word Headline Hack

Apr 01, 2026

Last Tuesday, I was stuck on a headline for a business incorporation service for international founders.

The offer was solid. The product made sense. The benefits were clear.

But every headline I wrote felt… familiar.

Not bad. Just forgettable.

(Which, if you think about it, is worse than bad. At least bad is memorable.)

And that’s the problem with a lot of copy. It says the right thing. But it doesn’t make you stop.

Then I remembered a simple technique.

And here’s what I came up with.

Breaking Bad = Breaking Borders

So here’s how I wrote (should I say “flippped”) a headline for them.

I think it’s not just clever. It’s relevant clever. And that’s the only kind that works.

For a productivity tool like Asana. The flip does double duty. Saves time, saves energy.

For any SaaS product like Stripe. Reframes the fear of trying something new.

For a remote work/ global brand like Deel. Instantly visual.

A lot of copywriters hear a technique like this and immediately start writing headlines that are witty… but completely disconnected from the product.

That’s decoration. Not copy.

The flip only works when the new word still connects to the pain, the outcome, or the transformation.

(Please don’t.)

Write down 5 familiar phrases. Idioms, proverbs, clichés. Ask ChatGPT. If you’re a fancier type, ask Gemini.
Then ask: what’s one word I can swap to make this relevant to what I’m selling?
Flip it. Read it out loud. If it feels familiar and surprising at the same time. Keep it.

If it just feels weird, kill it. No mercy.

Sometimes the smartest move is to borrow something your reader already knows, and twist it just enough.

Familiarity gets them in. The flip makes them stay.

If your headline feels flat, don’t write harder. Flip smarter.

Reply with a phrase or headline you’re stuck on. I’ll flip it with you.

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