<story><title>AeroFS is now free up to 30 users</title><url>https://www.aerofs.com/blog/aerofs-is-now-free-up-to-30-users/</url></story><parent_chain><item><author>tnorthcutt</author><text>I mostly agree with you, but their first sentence (&amp;quot;Like Dropbox...&amp;quot;) relies on you knowing what Dropbox is. Which, as you pointed out, isn&amp;#x27;t good enough for people who don&amp;#x27;t ;).</text></item><item><author>chrisdotcode</author><text>On a tangential note, I had no idea what AeroFS is, so I clicked on their landing page.&lt;p&gt;&amp;gt; Like Dropbox, but behind your firewall. File Sync and Share for the enterprise. Free up to 30 users.&lt;p&gt;Boom. I immediately am fully educated about what this does. I wasn&amp;#x27;t forced to watch a 2 minute video with no sound at work, or to google the product - questioning about why it&amp;#x27;s popular[0].&lt;p&gt;This is how you write effective copy.&lt;p&gt;[0] Notable offenders are yeoman and dropbox itself - both of which, while widely-used products - are completely opaque in what they do from their initial text. &amp;quot;You already know what I do&amp;quot; isn&amp;#x27;t good enough for people who don&amp;#x27;t.</text></item></parent_chain><comment><author>kbenson</author><text>I think it can be broken up into three parts.  First:&lt;p&gt;&lt;i&gt;Like Dropbox, but behind your firewall.&lt;/i&gt;&lt;p&gt;For many people, that&amp;#x27;s a sufficient description to get the idea.  If not, you have the second part:&lt;p&gt;&lt;i&gt;File Sync and Share for the enterprise.&lt;/i&gt;&lt;p&gt;Not as descriptive as the first part if you know what Dropbox is, but if you don&amp;#x27;t it will at least let you know how to categorize the product and whether it&amp;#x27;s something you might remotely be interested in.  Finally:&lt;p&gt;&lt;i&gt;Free up to 30 users.&lt;/i&gt;&lt;p&gt;Now they&amp;#x27;ve made sure the next most salient point is given, the next thing you would most likely want to know.  Everything else is something you can dig a little deeper for, but for the most part you know whether this is something you want to pursue or not.  I think it&amp;#x27;s brilliant.</text></comment>
<story><title>AeroFS is now free up to 30 users</title><url>https://www.aerofs.com/blog/aerofs-is-now-free-up-to-30-users/</url></story><parent_chain><item><author>tnorthcutt</author><text>I mostly agree with you, but their first sentence (&amp;quot;Like Dropbox...&amp;quot;) relies on you knowing what Dropbox is. Which, as you pointed out, isn&amp;#x27;t good enough for people who don&amp;#x27;t ;).</text></item><item><author>chrisdotcode</author><text>On a tangential note, I had no idea what AeroFS is, so I clicked on their landing page.&lt;p&gt;&amp;gt; Like Dropbox, but behind your firewall. File Sync and Share for the enterprise. Free up to 30 users.&lt;p&gt;Boom. I immediately am fully educated about what this does. I wasn&amp;#x27;t forced to watch a 2 minute video with no sound at work, or to google the product - questioning about why it&amp;#x27;s popular[0].&lt;p&gt;This is how you write effective copy.&lt;p&gt;[0] Notable offenders are yeoman and dropbox itself - both of which, while widely-used products - are completely opaque in what they do from their initial text. &amp;quot;You already know what I do&amp;quot; isn&amp;#x27;t good enough for people who don&amp;#x27;t.</text></item></parent_chain><comment><author>chrisdotcode</author><text>You&amp;#x27;re totally right. Nobody has infinite context.&lt;p&gt;Even still, &amp;quot;Like X for Y&amp;quot; is far better than &amp;quot;The product you&amp;#x27;ll love from the people you love&amp;quot;.</text></comment>