“Mortgage in trouble?”
Two very similar questions, but so different at the same time. The first is personal–focus on the actual individual– almost accusatory. The second adds only 1 tiny word and yet the focus is shifted, not so personal, not accusatory, a scenario in which the mortgage itself becomes the subject of the message. I posit that this second — due to its shift in focus — may be the better message to engage someone who is really suffering mortgage problems. Copy changes don’t necessarily need to be sweeping. Small differences can make big impact.