Writing has to be playful and fun

`0:49:54`

Hey letter. So this one you open a little differently. You say, "Hey everyone, I'm Jason, CEO here at what are you going for there? Yeah, that that's a good question. Um when we launched which is an email service. I launched it initially with a with just this letter. This letter is currently on the existing site if you go down to the bottom of it. But initially at hey.com it was just And um it it was just this for a few So we didn't want to say exactly what we were doing, but we kind of want to say something about what we were doing. And in this case, I felt like it was more of a personal letter. The what the the once one is more of a This one felt more like a letter. Like I'm writing it to you and to say hi, here's my name.

`0:50:40`

It kind of opens it up in a more personal way. Um I don't know strategically why I went that route, but it just felt like the right thing to do if there's only going to be this. It's less aggressive. It's more like a love letter to email. And so I wanted to open up in a in a in a happier thing than like a sharp statement. One of the things though that does show up in both is that has the same structure of things used to be this way. We loved how they were. Then they became broken and now we're trying to redeem the way that things are for how they should be. Structurally the same. And I think that what's important maybe about this if you're going to drive anything is like again, there's a there is a formula But they don't need to be the exact same

`0:51:25`

formulas. This they're similar formulas. Like this one's more of a personal letter. Um but you'll see at the bottom of this one my my avatar is in the bottom of this one. The other one is not on the left hand side. Um my email address is on the left hand side. It's not on the right hand side. Like there's some some differences, but strategically or not even that, it is the same approach to getting a message out there which is to establish how it was or what's wrong with the current and what we're going to do about the the present. It then says, "Email gets a bad rap, but it shouldn't. Email's a It feels great to get an email from someone you care about or a newsletter you enjoy or an update from a service you like. That's how email used to feel all the time." And this is a feeling

`0:52:12`

that is I want to get across early because most people don't like email. But you're like, "Actually, it's not that I don't like email. Like if I get an email from my wife, like I like that. If I get an email from an old friend, I like that. My uncle who's 100, he sends me an email, like I'm look when I see my my mom's uncle, my great uncle. I'm "This is amazing. I want to read this." So email is not bad. What's become of email is bad, but at its core it's still a wonderful thing. It's a treasure. So yeah. I want to people to go back go, "Yeah, I don't hate all email. I hate the spam. I hate like the the too many things that you know, emails from people I don't know. That's the stuff I don't like, but email itself is actually wonderful. Just like getting a letter in the mail is wonderful, but you also get junk mail. Do you hate letters? No, you