647470 - April newsletter copy request

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Winston Bowden]

Just want to get this on your radar.  I'm working on finalizing the outline next week.  I'll have the draft copy by April 11.  Hoping I can get copy back by April 15.

Comment 1

[Winston Bowden]

Hey matej - 

here's the outline.  Still a few holes on specific add-ons, but I think we can keep the language fairly broad.  I should be posting specific add-ons by end of business.

Mozilla & You – April 2011

[INTRO]

•	Spring has arrived - start fresh with Firefox 4
•	Comment on new look of the newsletter (new design)
•	Spring ew beginnings – tie to Firefox 4 desktop / mobile arrival last month 
•	CTAs for download Firefox 4 desktop and mobile
•	Highlight Spark: Help celebrate Firefox going mobile and start your Spark! Visit spark.mozilla.org to take challenges, earn badges and share Firefox for Android with the world.

[STORY 1 – Edit to fit this edition if needed]

[HEADLINE]
See the Look of Firefox 4

[COPY - UPDATE IF NEEDED]

Just like the clean, simplified look of Firefox 4, we’re going to keep this short and oh so very sweet.

• Home is where the button is — Now it’s on the right, right next to the search box. It’s the little button that looks like a, well, home.

• The (even more) Awesome Bar — Hard to believe, right? It now features a single button to load, stop or reload a page.

• One click to rule them all — Bookmarks, that is. Manage all your favorites from a single location in your toolbar.

• It’s better on top — At least when it comes to tabs. Now they’re above the Awesome Bar so you can focus on the what you’re looking at: the Web.

Watch the user interface video to learn more.


[STORY 2]

Join Mozilla
(Chelsea and Matej working on this)

[STORY 3]

Add-ons

•	New features add-on segment! Each month we’ll announce a Featured Add-on and two runners up for desktop.  Also a mobile featured add-on / runner up - five total add-ons.  
•	First month of program.  We’ll be including it each month for both mobile and desktop.  

[STORY 4]

Personas to celebrate Spring

* https://www.getpersonas.com/en-US/persona/366157
* https://www.getpersonas.com/en-US/persona/134404
* https://www.getpersonas.com/en-US/persona/3522

Comment 2

[Winston Bowden]

Here are the add-ons:

Pick of the month:
https://addons.mozilla.org/en-US/firefox/addon/wot-safe-browsing-tool/

Runner Ups:

https://addons.mozilla.org/en-US/firefox/addon/glue-recommendations-for-books/

https://addons.mozilla.org/en-US/firefox/addon/f1-by-mozilla-labs/

German version (we’re launching localized versions of the newsletter this month – will only highlight one German add-on, so we'll need a few sentences about this one.  We'll take care of getting it translated - https://addons.mozilla.org/de/firefox/addon/mein-gutscheincode-finder/%0A)

Comment 3

[Winston Bowden]

One more:

Mobile pick of the month (separate section from desktop - just highlighting one mobile in a separate article)

https://addons.mozilla.org/af/mobile/addon/phony/

Comment 4

[Winston Bowden]

Sorry - I was thinking about this tonight.  Since this is our first localized version in Germany, we should have one sentence or two for the German version that says thanks for joining the newsletter, etc. 

So two sets of intros - 1 German and 1 English.  Same content with the exception of a sentence or two. 

German:
- thanks for joining mozilla & you.  this is our first german edition.
- you can expect to see lots of news on the latest Firefox updates, hot add-ons, personas and info about Mozilla and our mission

Comment 5

[Winston Bowden]

I noticed I copied in a version of last month's UI story that wasn't the final version.  I've included final copy below.  Also - can we add in something about customizing the browser to fit the user?

Here's how we describe customization on the website - can we use this and tailor for newsletter:

Customizable Interface

Everyone likes to browse their own way, so we’ve made it easy to adjust the Firefox interface to be exactly the way you like it: re-arrange, organize, add or remove buttons or fields to change your browsing experience however you want. Just right click on the navigation toolbar and select the Customize option to get started.

We might want to add a line at the end that says, "Is your browser missing one of these elements?  You can add or subtract elements by customizing..."  I was chatting with several friends using windows 7 who swear the menu drop down button didn't come with 4.0 when they downloaded it.  They had to turn the old school menu bar off.  

Also - can we point out that the UI will look different depending on which operating system you're using:  Windows 7/vista, linux, xp, mac.   

Here's the full article:

Just like the clean, simplified look of Firefox 4, we’re going to keep this short and oh so very sweet.

• Home is where the button is — Now it’s on the right, right next to the search box. It’s the little button that looks like a, well, home.

• The (even more) Awesome Bar — Hard to believe, right? It now features a single button to load, stop or reload a page.

• One click to rule them all — Bookmarks, that is. Manage all your favorites from a single location in your toolbar.

• The view from the top — Tabs have a new perspective. Now they’re above the Awesome Bar so you can focus on the what you’re looking at: the Web.

Watch the user interface video to learn more.

Comment 6

[Matej Novak [:matej]]

Attachment: April Newsletter — First Draft

Hey guys, here's the first draft of this month's newsletter. It's going to look long, but that's mostly because there are two versions of the Intro and Add-ons sections (one general, one for Germany). If it's still looking long after that, let me know if I should cut from each section, or if we want to lose something entirely.

I wasn't sure if Spark is available in German, so I left that out of the German intro. But if it is, it's easy enough to put back in.

As I mentioned to Winston, Ryan and Mark are looking over the Join Mozilla copy, but I didn't want that to hold it up, so I'll let you know if they have any major problems with it.

Otherwise, let me know your thoughts. Thanks!

Comment 7

[Winston Bowden]

Hey Matej.  Good draft. Length looks great. I have some other comments/edits attached.  Let me know if you have questions or want to discuss.

Comment 8

[Winston Bowden]

Attachment: Winston Comments on Draft 1

Comment 9

[Winston Bowden]

Matej - thanks for the call.  

Jane/Chelsea - looping you in.  I had some concerns about the consumer not understanding the value prop of join mozilla.  Take a look at the previous drafts attached to the bug.
 
William overheard my discussion with Matej and had a good analogy.  He said to think about donating to join as protecting a national park.  When donating to protect a park we think about saving animals, clean water and open land.  I'm easily able to paint a picture of why I'm donating and what my support means.

I'm not sure the bulk of our consumers can visualize what it means to protect the open web.  What does an "open web" mean to people outside our sphere of influence?  What does proprietary software mean to the bulk of our readers? I think it's important to help paint that picture for them. 

So my question is - in our messaging, can we answer for a prospective member:
- what is a safe and open web
- what does the world look like without an open web 
- how does it affect their day-to-day browsing experience

I think we may need to do a little more education before asking for the buy.  

Thoughts?

Comment 10

[Matej Novak [:matej]]

Attachment: April Newsletter — Revised

Here are the revisions based on Winston's comments.

Chelsea, I made some changes to the Join Mozilla section based on a conversation I had with Winston. It doesn't completely answer comment 9, but it ups the exclusivity factor. Have a look and let me know if it still works.

Comment 11

[Chelsea Novak [:chelsea]]

I'm good with the new copy. I completely understand the challenge Winston. Whenever you ask for money, it impacts clicks and subscribes. 

Let me know if you're good with Matej's new version. If not we can look into playing up how the web is in jeopardy, but that isn't the concept we want to lead with.

Comment 12

[Jane Finette]

Winston - could we trial a few versions of this copy in the newsletter? I'm keen for us to get it right if its going to +650k subscribers.

Chelsea and Matej, I just re-worked this a bit for a test version if we can do that. Matej it may need refining a bit more. I wasnt 100% sold on the directional tone of the version in comment 10. It did come across a little tough. Do take me with a pinch of salt though - I'm usually overtly sensitive (and am currently very jet-lagged)

Header:
Join Mozilla — Do it for the Web, it needs you!

Mozilla doesn’t just make an awesome browser. Did you know that Mozilla is a movement? It’s a global organization dedicated to keeping the Web safe and accessible for everyone, everywhere. Thousands of volunteers from all corners of the globe help to build Firefox and other amazing, innovative technologies. 

Mozilla doesn't have shareholders. Or a fancy stock abbreviation. We answer only to you. And we need your help. Be part of the movement, to help us help the Web. 

It’s easy, too! For only $5 a year — be one of the first to get a personalized card and a certificate so you can show off your support however you choose. You can also purchase a snazzy T-shirt that says, “I’m protecting the world’s largest public resource.” And that’s exactly what you’ll be doing. 

Join Mozilla here and start protecting the Web today!

Comment 13

[Matej Novak [:matej]]

Hi Jane — I took another pass at the copy based on your version in comment 12. I mostly smoothed out the transitions and moved a couple of things around. The biggest change is that I put the cost of the T-shirt back in and made it clear that it's still a donation. I think it's important to distinguish that from just buying a shirt. The shirt is really a gift for their increased donation.

Have a look and let me know what you think:


Join Mozilla — The Web Needs You!

You already know that Mozilla makes an awesome browser. But did you know that Mozilla is also movement? It’s a global non-profit dedicated to keeping the Web safe and accessible for everyone, everywhere. And it relies on thousands of volunteers from all corners of the globe who help build Firefox and other amazing, innovative technologies.

Mozilla doesn't have shareholders. Or a fancy stock abbreviation. We answer only to you. And we need your help.

Joining the movement is easy! For only $5 a year, you can be one of the first to get a certificate and a personalized card that lets you show off your support however you choose. Or you can get a snazzy T-shirt with a donation of only $25 more that says, “I’m protecting the world’s largest public resource.” And that’s exactly what you’ll be doing: helping us help the Web.

So Join Mozilla here and start protecting the Web today!

Comment 14

[Chelsea Novak [:chelsea]]

+1 from me. Thanks guys.

Comment 15

[Jane Finette]

+1 Thank you too!

Comment 16

[Chelsea Novak [:chelsea]]

Having had a chat with Jane and Winston (and then with Matej) here's the plan for the test versions of the newsletter:

Three versions of the copy - always with video

Version 1) Original: Make reference to the video - watch it to see more. - Caption (Jane/Winston - can this be done as a caption under the video?)
Version 2) Same as original cut mention of T-shirt 
Version 3) Slash copy down to 1 paragraph - 4 sentences (mention $5, not the T-shirt)

Winston, can you confirm for Matej that the video will be embedded in the newsletter? 

Winston will send out the tests on Thursday so that we can determine which final version to send next Tuesday/Wednesday.

Comment 17

[Winston Bowden]

Hey - it won't be embedded.  There will be a screenshot with a play icon that will take them from the email to the landing page where the video plays.  If there's anything we can do to beef up that page with Join CTAs between now and next week, that will help our response rates.

Comment 18

[Chelsea Novak [:chelsea]]

Hey Winston, 
There's currently a Join Mozilla button on that page http://www.mozilla.org/about/. I can see about adding copy to the video description as well.

Comment 19

[Matej Novak [:matej]]

There actually is mention of it in the description: "official supporter" under the video links to Join Mozilla.

I'm still working on the revisions, but I was thinking of changing the headline in one of the versions to match the button on the About page to see if that affects anything. What do you guys think?

In the meantime, here's the line of the copy to go with the video screenshot:

Watch the video to learn more about Mozilla, our ideals and our mission.

Comment 20

[Matej Novak [:matej]]

OK, here's the version that doesn't mention the T-shirt, with alternate headline:

Love the Web? Help us make it better.

You already know that Mozilla makes an awesome browser. But did you know that Mozilla is also movement? It’s a global non-profit dedicated to keeping the Web safe and accessible for everyone, everywhere. And it relies on thousands of volunteers from all corners of the globe who help build Firefox and other amazing, innovative technologies.

Mozilla doesn't have shareholders. Or a fancy stock abbreviation. We answer only to you. And we need your help. For only $5 a year, you can be one of the first to get a certificate and a personalized card that lets you show off your support for the world’s largest public resource however you choose. So Join Mozilla here and start protecting the Web today!


And here's the really short version:

Join Mozilla — The Web Needs You!

Did you know that Mozilla is a movement? It’s a global non-profit dedicated to keeping the Web safe and accessible for everyone, everywhere. And for only $5 a year, you can help protect the world’s largest public resource. So Join Mozilla here and help us help the Web!

Comment 21

[Jane Finette]

Guys - cbeard wants to review the final copy. I'm trying to get him to review before we do the send out. Keep you posted. 

Thanks Matej, I'm happy with what you have.

Comment 22

[Winston Bowden]

Closing this out.  Thanks all.  Newsletter stats are looking good so far!