A great product sells itself. In the case of FontStruct, which is a Flash-based tool for font design, its creators took no chances and went all out to promote it in the latest issue of their email newsletter: one full page showing what you can do with FontStruct.
Beautiful fonts created with FontStruct are put on display using powerful praises.
(The image above emphasizes only one testimonial. It would be too long if I put everything on the right side in full size.)
This is how you sell your product. You show it in action. And because we’re talking about typography here, nothing goes with beautiful type better than beautiful words. It also happens to be the smartest way to spice up testimonials, or similarly short pieces of text.
As long as you build a good product, you won’t have to worry about either the by-products or marketing copy. I mentioned “by-products” because aside from being a web-based tool, FontStruct is also a user-generated website. I know user-generated sites suffer from high noise-to-signal ratios and people are starting to doubt the “wisdom of the crowds”. But in creative environments like FontStruct, you tend to attract talented producers and enthusiastic consumers. Especially when coupled with a tool that works well.
If you’re looking for cool new fonts to play with, try FontStruct. You’re in for a pleasant surprise.