Copy Breakdown: Hey.com Homepage

I haven’t been able to get the homepage for HEY Email out of my head since 37signals (creators of Basecamp) recently updated it.

They’ve long been among the best software companies at copywriting, but the page’s headline leads with something I often steer clients away from — the word “WE.”

And yet…I actually think it works for them in this case! But why?

“Because they’re 37signals, duh,” wasn’t a satisfying answer to me, so I recorded a quick breakdown of the 3 main reasons “we” works here (when it wouldn’t for most other brands).