Asana and power of defaults

Hey folks,

Imagine this.

You are looking for a solution for a problem online. You land on a homepage. It’s full of jargon. You landed here because you need some help and clearly the copy on the homepage doesn’t really make sense to your problem.

What would you do?

Leave the page. Right?

That’s why the lines of your hero section—the headline and subheadline—need to tell the visitor exactly what you do, just like how you would tell a solution to your friend.

Today, I'll show you exactly that.

Let’s write. Let’s Attract.

Copywriting Example

Asana’s Homepage

Headline: “Teams don’t lose track of work with Asana.”

Subheadline: “See plans, check progress, and discuss work in one place. With Asana as your work manager, you’ll stay on top of everything the team’s doing.”

Here’s why this works so well:

• No Jargon, Just Clarity

  → No “revolutionizing productivity” nonsense. Just a clear problem (losing track of work) and a clear solution (Asana keeps you on top of everything).

• User-Centric Messaging

  → “Teams don’t lose track of work” isn’t about them it’s about you and your team. It speaks directly to the reader’s pain point.

• Instant Value Prop

  → In one glance, you know exactly how Asana helps: you see plans, check progress, and discuss work. No guessing. No fluff.

Takeaway:

Your homepage (or ad, or email) should answer one simple question within five seconds:

"What’s in it for me?"

If it takes longer than that, you’re losing your visitor.

Marketing Secret

The Invisible Power of Defaults

Why do most people stick with the default settings on apps, websites, or even their phones? (I’m one of them) because defaults shape behavior and smart companies use this to their advantage.

Examples:

• Apple: Default email app? Mail. Default browser? Safari. They bank on users not changing it.

• Google: Their homepage is just a search bar. No distractions. No unnecessary choices.

• Subscription Services: Most auto-renew, meaning if you forget to cancel, you’re still paying.

Why It Works:

• Reduces Decision Fatigue → People stick with the easiest option.

• Encourages Desired Behavior → Set the default to benefit both the user and the business.

• Feels Natural, Not Pushy → Unlike aggressive sales tactics, defaults work quietly.

How to Use It:

• Running an online store? Pre-select the most popular shipping option.

• Offering a free trial? Default to auto-renew (but make it easy to cancel).

Your Turn.

Which is the best homepage messaging you’ve come across?

If you found this useful, share it with a fellow marketer.

See you next Thursday,

Alen.