Examples

Principle

It's about them, not us

Celebrate customer success

Good

Your business has really taken off.

This content congratulates customers and encourages them to take the next step to build on their success.

Not so good

Congratulations on your success. Isn’t tracking profit in QuickBooks amazing?

We don’t blow our own trumpet, even when we're trying to promote a cool feature.
QuickBooks Capital tagline
Product:QuickBooks Capital
Principle: It’s about them, not us
Content pattern: Tagline

Why this works

  • Focuses on the customer and their growth
  • Not talking about just cash, but about their business and goals and dreams
  • The buttons CTA doesn’t commit the customer - leads to higher click rate
  • Voice and tone sounds optimistic and proactive

How to get started

  • Think about what the user gets out of the feature--how the user is benefitted emotionally and in life beyond their use of the product
  • Stay away from being cutesy or childish so the feature is taken seriously

Context

Not everyone qualifies for a QuickBooks Capital loan. "See if we're ready for you" lightens the stress of applying.