As a PBwiki' user (well, I haven't launched the FiberGeneration yet) I received an email from the startup' team, regarding a major update of the user interface and features set. I can't resist publishing it : it is a model of customer-focused approach. That is exactly what I do expect from any vendor : keep me informed of the latest developments on the product (or beta product), use common language (I mean, no marketing blahblah nor hype slang), and show the benefits in the real life (i.e. real case studies).
Also, note how subtle is the invite to watch the video : it's all about " you ", the end-user. That is the most convincing way to get people's attention : speak about themselves.
Subject: PBwiki -- Introducing the best feature in the world (fibergeneration)
Date: February 21, 2007 12:33:41 AM CEST
To: marc duchesne
comment : note the recipient is not a list but me alone. The intention is to make me (i.e. the customer) proud : " hey, I've got a message from those guys; they're paying attention to me"...
First, a disclosure: We tried to sound modest in this email, but it just
didn't work. We're too excited about announcing how cool your wiki
(fibergeneration.pbwiki.com) just became!!
comment : note that they are not saying "how cool PBwiki just became" but "YOUR wiki". They are not talking about their product, they are talking about MY product (the fibergeneration wiki). Pretty different, huh ?
Today we're thrilled to announce the official launch of our new PBwiki
Point-and-Click editor, which lets you edit in rich text and import
photos, videos, and more. And you can switch to it right now, for free.
Here's what you get:
comment : the new features are maybe important to many users, but the most important here is for everyone : it's free. Note how the message " you can use the new features right now and for free " has been introduced : at the end of the paragraph, and crisp and clear. So, that's the only thing the reader will keep in mind.
Editing is much, much easier. Just type like you would in your favorite
word processor and click Bold, Italics, and font color/size. Drag text and
images around anywhere you want. It just works.
Add a shared calendar to your wiki. Or a YouTube video, Flickr photoshow,
chat room, stock chart, or more. Just click "Insert Plugin."
SWITCH BACK TO CLASSIC MODE ANY TIME
You can always switch back-and-forth between Point-and-Click and Classic
comment : note the short sentences, and the crispy messages : " it just works ", " Just click ". All made to make you feel comfortable, because the new features are easy to use.
"So PBwiki," you might say, "how do I try the new Point-and-Click editor?"
We're glad you asked!!
Watch a 2-minute video tour of the new features and try the new
Point-and-Click editor on your wiki:
comment : note the casual tone, as during a live discussion. Who can resist ? Not me !
By the way, I let the URL on purpose, so you can watch the video tour and get the picture by yourself. Maybe you'll open your own wiki thereafter ;-)
comment : there is no job title, just first names, and this wonderful signature : " YOUR PBwiki Team".
David, Ramit, Nathan, Emily, Brian, and Darren
Your PBwiki Team
I have had the chance to be responsible for new products introductions at HP/Agilent Technologies. Back in 2002, we achieved the most successful new product launch in the history of the company. The key : we designed this product with a customer (read : end-user) -centric approach. During the whole development process, we kept this approach : regular updates to our sales channels and key end-users, customers seminars, etc. In summary, we always kept our customers in the loop.
I think the PBwiki folks got it all.