For Dad: A Newsletter As Straight-Talking As He Is

All you dads out there know what it's like to be without a paddle. This is why Fatherly, the wonderfully snarky on-point parenting resource, should be your life preserver.

You'll know from first read that Fatherly's for "Men who want to be great fathers without turning into cliches." And then you'll sign up for the newsletter and see this slice of realness:

I love this signup form for 3 reasons:

1) The adverb *Actually* is a promise. 

You're not signing up for fluff. You're signing up for hands-on solutions that'll get you through whatever kind of crazy your day has devolved into, at any given moment.

2) The confirmation button doesn't merely say Sign Up.

"Give Me the Goods" is deliciously on tone. 

3) The return to the blog link (Ahhh freak out ...) is a reminder of what life will be like if you do not opt-in to the newsletter.

The definition of insanity, my friends.

So whether you have time to read useful advice or not, happy Father's Day to all you dads out there aspiring to greatness.

To Throw An Error Is Human: Build Customer Relationships with Error Copy

It may not be high on your list of site release priorities, but 404 and 500 error page content are excellent opportunities to further extend your brand to engage site visitors. After all, mistakes happen, and error pages are definitely part of the customer experience.

Rather than going with default error pages that often look like robots are running the joint, show your customers your human side. Check out how Fandango's folksy brand voice endears its customers with this 500 error content:

The folks at Fandango are making CX fun.

The folks at Fandango are making CX fun.

I don't know about you, but reading this content only made me love the Fandango brand even more. The silly image, the copy, the punctuation — it all works so well together.

No one likes throwing an error because it means taking extra time, but why not turn it into a positive customer experience by making your site visitors smile? 

And don't forget to provide links to other areas of your site so your customers can get back on track!

Panera Proud: Putting Core Values on Display

Oftentimes, you'd have to visit a company's website or browse a print brochure to be introduced to its core values. It's not everyday those values stare you in the face while you're choosing a Pick 2. Here's the refreshing transparency I spotted on a recent visit to Panera Bread:

As the photo of the in-store signage displays, the company's core values — referred to online as its Food Policy — are as follows:

+ We're advocates for clean food.

+ We're committed to menu transparency.

+ We're dedicated to having a positive impact on the food system.

It doesn't get more transparent than proudly displaying your core values in huge font for all to see as they pick out their menu items.

Bravi, Panera execs!

Emotional Response: Transported by Soda

I was handed one of these the other day and it instantly transported me to my childhood:

It's amazing how I could have gone my whole life without thinking of this product again. But the moment I spotted the "cartoon skyline and art deco font" making a comeback, I was suddenly running up to my dad as he was carrying a box of them, jumping up and down and grabbing at his jacket at the promise of a sugary refreshment. I texted my siblings to share the memory with them.

What's cool is that the soda is made with cane sugar, like they were back then, before high fructose corn syrup took over in nearly ever similar product.   

Can you remember a time when a product reboot evoked an emotional response for you? Please share in the comments!