Basecamp just wrote a badass landing page without a headline.

Image for post
Image for post

It’s pretty fucking narcissistic to assume you keep up with myself, Honey Copy and this whimsical little series I’ve been running called Stranger Than Fiction.

But, if for whatever reason you do, you’re well aware of the fact that I am absolutely obsessed with Basecamp’s copy.

Especially vintage Basecamp.

Do you remember the old landing page they had depicting a cartoon of a woman with her hair up in smoke, running away from dings and buzzes and flashes and email notifications?


Am I the only one that pays attention to this shit?

Well, anyway, along with this illustration (which you can see if you tap the glowing red text up above), they paired a headline that is hands down one of the best I’ve ever seen.

It went something like…

“We’ve been expecting you.”

They’ve since changed both the landing page and the headline, probably because they’ve found something that converts better.

(Or, maybe because every brand and their brother started stealing their style.)

However, recently, Basecamp did the unthinkable. They launched an entirely new product and did so without any headline at all…

Which is pretty much unheard of in the world of marketing and advertising.

Say hey to by Basecamp is email without the bullshit. They’ve essentially launched a new take on email that not only simplifies the medium but also gives users greater control over spam, annoying group threads, misplaced files and vague subject lines.

I won’t riff on about features any further here. You can learn all you need to know about the product by visiting their site. But, what I do want to discuss today is the landing page they launched with.

As I mentioned earlier, it’s headline-less. As soon as folks land on the page it doesn’t greet them with a headline nor an image but instead just jumps directly into the copy…

[ insert headline here]

*Basecamp is typing now*

“Hey everyone —

It’s 2020, we need to talk about email.

Email gets a bad rap, but it shouldn’t. Email’s a treasure.

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.

But things changed.

You started getting stuff you didn’t want from people you didn’t know. You lost control over who could reach you. An avalanche of automated emails cluttered everything up.

And Gmail, Outlook, Yahoo, and Apple just let it happen.

Now email feels like a chore, rather than a joy. Something you fall behind on. Something you clear out, not cherish. Rather than delight in it, you deal with it.

And yet, email remains a wonder. Thanks to email, people across cultures, continents, countries, cities, and communities communicate every day. It’s reliable. It’s simple. It makes it easy for two humans to share their love, and for millions of people to earn a living.

So good news, the magic’s still there. It’s just obscured — buried under a mess of bad habits and neglect. Some from people, some from machines, a lot from email software.

Email deserves a dust off. A renovation. Modernized for the way we email today.

With HEY, we’ve done just that. It’s a redo, a rethink, a simplified, potent reintroduction of email. A fresh start, the way it should be.

HEY is our love letter to email, and we’re sending it to you on the Web, Mac, Windows, Linux, iOS, and Android.”

Hey everyone —

(Have I mentioned that I love Basecamp?)

Here is why the headline-less copy works…

Customers are growing tired of sales copy. The internet is essentially one giant virtual world of orbiting mall kiosks and folks are ready for a break.

Basecamp doesn’t try to sell the site visitor on Instead, they just tell the visitor what they’ve made and then shut the fuck up.

That’s refreshing.

If Basecamps has shown the world anything, it’s that you can run a very successful company (and produce very successful marketing) doing less.

To back up this sentiment, Basecamp’s co-founder, Jason Fried, once wrote a book called ReWork. In it, he poked fun at the fallacy of more is always better with the line…

“They say you can’t succeed by building products that do less than your competition’s…”

Maybe “they” were wrong.

Keep making magic, Basecamp.

By Cole Schafer.

Stranger than fiction by Honey Copy is a curation of stories about bat shit crazy marketing ideas that have made brands some serious cheddar. If this story made your mouth water, why not let me tell you when I write the next one?

Originally published at on June 18, 2020.

Written by

I write pretty words and sometimes sell things.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store