“C’est le ton qui fait la musique.” What has been known in music for a long time also applies to language. And at STIEBEL ELTRON, we want to play our very own, unmistakable melody.

Standing out through the language we use is not easy in our industry, since everyone uses more or less the same technical terminology. So we want to become even more aware of the way we write, picture our customers even more clearly, and describe our products and services with even more passion.

A successful headline contains a clear and central statement, stimulates the imagination – and the “cinema of the mind”.

Single-pronged approach

• Intelligent one-liner
• Dramatised customer motivation or benefit
• Actively worded
• Tension: counterpoint, paradox, trilogy, etc.
• Withy or used wordplay if possible

Two-pronged approach

• Inducing two-line headline
• Builds up to a crescendo. 1st line: customer need, intention, goal product name. 2nd line: customer benefit, added value, solution, product advantage
• Uses the tension of opposites
• Contains an element of surprise

The communication medium needs to be taken into account, because the requirements made of a text vary depending on where and how it is used. However, the comprehensibility of the text must not be influenced by the medium. This factor always plays an important role.