Words at Work
An Email Preheader Should Add Something the Subject Line Does Not
Use email preview text to add context, answer a practical question and make the subject line’s promise clearer without repeating it.
DESIGN · WORDS · BRAND STRATEGY
Words at Work
Build a small brand-voice reference by editing real messages, explaining the choices and adapting tone to what the reader needs.
Words at Work
An Out-of-Stock Message Can Still Help a Customer
Write an out-of-stock message that explains the current situation, sets honest expectations and offers a relevant next step without pressuring the customer.
Words at Work
Write Product Descriptions Around the Question That Stops the Sale
Replace vague product praise with the practical details that help a customer decide whether an item fits their needs.
Words at Work
The First Sentence of an Email Should Earn the Second
Rewrite an email opening around the reader’s reason for opening it, using a clear promise that the rest of the message can actually fulfil.
Words at Work
Your Brand Voice Needs Examples, Not Another List of Adjectives
Build a small brand-voice reference by editing real messages, explaining the choices and adapting tone to what the reader needs.