<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>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>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></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>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>bbx</author><text>Exactly my reaction. I love this tagline because it just echoes how you would describe the product to a friend: &amp;quot;Oh it&amp;#x27;s like X but with Y&amp;quot;.&lt;p&gt;It&amp;#x27;s at the complete opposite of the general trend of obscure generic headlines, like &amp;quot;Make your life better&amp;quot; or &amp;quot;Be more productive&amp;quot; or &amp;quot;Gain time and money&amp;quot;, or the worst &amp;quot;Sign up for free&amp;quot; (yes, I&amp;#x27;ve seen that as the main headline).&lt;p&gt;It just makes sense to not waste your visitors&amp;#x27; time because they won&amp;#x27;t stay long enough to decipher your marketing gibberish.</text></comment>