To learn more about email, install this extension.

Why
Users want to know why they should do something. What’s in it for them? They typically focus on the beginning of a sentence, so make your instruction worth it by starting with the outcome—in other words, the benefit.

Hints

426

e.g. What’s the meaning of life, the universe, and everything?

Why?
Anwser and explain a complex idea.

Forms / Form labels

440

Where should we send the link?

Why
This form of sentence propels the user to act because humans find it difficult to leave a question unanswered when they can answer it.

397

You and your ideas are welcome here. When you join TED, you can leave comments, save talks to watch later, track TED-Ed lessons and generally be in good company

Where
ted

Forms / Form labels

466

Does the color of the balloons not match the napkins and you need to return them?

Why
Connect the sentence to the subject matter of the site

Error messages

443

Oops, that email’s taken on your password’s incorrect. Reset it?

Why
Simply describe the problem in the most service-oriented way and in a pleasant conversational tone, and then propose a solution.

423

Monetary perk available only to registered users

Why
Even if registration is required, give your users good reasons to invest the next two minutes of their lives in registering on your product.

Empty states

382

Oops! We couldn’t find any results. Did you farm? Why not change some things around or broaden your search?

Why
You can suggest a correction (did you mean something else?) with a link, gives a search tip (broaden your search), and present some popular projects in case you’re only browsing.

Hero Text

451

Second-hand car – no hassle, and with a full warranty

Why
Change the focus of your texts to what users will gain rather than what they need to do to benefit.

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