The lesson
One word the account uses about itself proves more homework than a paragraph of industry claims.
The move
Find the word the account uses for its people, customers or sites (careers page, annual report, CEO letters) and use it unprompted, in the headline and the body alike.
Why it works
- Our readA borrowed internal term is checkable, costs nothing to add, and generic competitors won't have it.
- Our readIt only works when headline and body agree. Okta's sibling variant tokens the company name in the body but hard-codes it in the headline.
What not to copy
The account, its term and the copy. Keep the move: one sourced internal word, used consistently.
