Highrise is coming
37Sig's "CRM" tool is around the corner. Luckily, yet not unsurprisingly, they do not call it CRM. (No one should use that term. It is horrid, useless and in many ways incorrect. )
"Highrise is a shared contact manager that helps you keep track of who you talk to, what was said, and what to do next. Like Basecamp helps you collaborate on projects, Highrise helps you collaborate on people."
Until we all get our collective hands on it, I wanted to draw your attention to a couple of good examples in copy writing.
In the posts' "Scenarios" section, created to make the tool and its uses relevant to its audience (us), there is no corporate babble.
Example 1:
Jason could have written:
"Set reminder to send Thank-you note to client contact"
Instead he expressed himself in human English:
"Set a reminder to write Steve a thank-you note next Friday"
Example 2:
Could have written: "Review conversations with contact at partner company"
Choose to write: "Review all conversations I’ve had with Chris from Apple"
Plain English wins every time. Don't make it more complicated than it is. Neither your customers or your team members will thank yo for it. Are you a human? Do you do business with humans? Then speak like a human!
Update: A few more words from Jason about Highrise just posted.
"Highrise won’t have pipeline reports or any numbers. It’s not a CRM tool in the traditional sense. It’s a lot closer to an address book than something like Salesforce.com. Just as Basecamp doesn’t have traditional project management staples such as Gantt charts, Highrise doesn’t have traditional CRM tools like sales pipeline reports or charts. Highrise is about people, communications, conversations, and tasks. It’s not about numbers."
"Highrise is a shared contact manager that helps you keep track of who you talk to, what was said, and what to do next. Like Basecamp helps you collaborate on projects, Highrise helps you collaborate on people."
Until we all get our collective hands on it, I wanted to draw your attention to a couple of good examples in copy writing.
In the posts' "Scenarios" section, created to make the tool and its uses relevant to its audience (us), there is no corporate babble.
Example 1:
Jason could have written:
"Set reminder to send Thank-you note to client contact"
Instead he expressed himself in human English:
"Set a reminder to write Steve a thank-you note next Friday"
Example 2:
Could have written: "Review conversations with contact at partner company"
Choose to write: "Review all conversations I’ve had with Chris from Apple"
Plain English wins every time. Don't make it more complicated than it is. Neither your customers or your team members will thank yo for it. Are you a human? Do you do business with humans? Then speak like a human!
Update: A few more words from Jason about Highrise just posted.
"Highrise won’t have pipeline reports or any numbers. It’s not a CRM tool in the traditional sense. It’s a lot closer to an address book than something like Salesforce.com. Just as Basecamp doesn’t have traditional project management staples such as Gantt charts, Highrise doesn’t have traditional CRM tools like sales pipeline reports or charts. Highrise is about people, communications, conversations, and tasks. It’s not about numbers."
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