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.

From Sophisticated to Snarky: Saying It Just Right, Part II

The tone of any copy you print or publish speaks volumes about your company. So what's the best voice for your Web site copy, press release or brochure? In other words, how do you want your message to come across, in terms of attitude, and how do you think your target market wants you to speak to them?

Maybe you want your potential customers to know that your company is a hip assortment of idea people and creative thinkers who will bring a sense of urban wit to their work. Or perhaps you're a multi-generational family business whose customers share the same tried-and-true conservative values that you espouse?

Refer to the examples below (and those in Part I) to help differentiate between casual and conservative, hip and snarky, and so much more.

A note about the FAQs category: The Frequently Asked Questions section of your Web site or brochure is a great opportunity to showcase your personality. For example, if you are a fun-loving but get-the-job-done kind of company, then your FAQs should reflect that balance, providing useful to-the-point information, sprinkled with fun, feel-good phrases.

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Saidandsung.com’s At-a-Glance Guide | Copy Tone Comparison

TYPE OF COPY: PLAN DESCRIPTIONS

TONE: Conservative

1) from asmallorange.com

Powerful and Secure Hosting Plans

Service designed for high-traffic sites and online business

• Essentials

• Plus

• Premium

TONE: Casual and Clever

1) from mailchimp.com

Forever Free Pricing Plan

Loved by more than 225,000 people.

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TYPE OF COPY: FAQS  (see the note above about FAQs)

TONE: Conservative

1) from ping.com

Below is a list of our most frequently asked questions.

TONE: Sophisticatedly Hip

1) from beezag.com

Get answers.

TONE: Casual and Clever

1) from wufoo.com

A collection of answers, replies and clarifications to our users’ favorite questions. It’s like a quiz, but with the answer sheet.

2) from vimeo.com

I don't know how to make videos. Where do I even start?

You don't need to be a Steven Speilberg to make videos. All you just need is a camera, and a little motivation.  [cont'd …]

3) from wufoo.com

How can I get at the data collected by my form?

In so many sweet ways, my friend. In addition to giving you the ability to design your own awesome reports, you can access your data within the admin interface, have Wufoo email you new entries, subscribe to them as via RSS feed or export them as an Excel document.

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TYPE OF COPY: REPORTS/STATS

TONE: Conservative

1) sample copy (no source)

You have no reports created. Click here to create one.

TONE: Sophisticatedly Hip

1) from beezag.com

Accurate, Real-Time Monitoring

2) from wordpress.com

Stats to obsess over

Our stats are designed to give you up-to-the-minute data about your visitors: how many there are, where they’re coming from, which posts are most popular, and which search engine terms are sending visitors to your blog.

TONE: Snarky

1) from wufoo.com

Oh no. Buddy! You don’t have any reports! Let’s go make one!

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NOTE: Creating perfect copy isn’t an assembly-line process. Saidandsung will customize your information in the exact tone your target audience expects, even demands.

Missed Part I? Get up to speed.