Hey.com's Manifesto + Sales Page

HEY.com didn’t launch with a typical product page. They launched with a manifesto. It reads like a declaration, not a sales pitch — which is exactly why it works.

What Makes This Page So Strong

The first thing you see is bold social proof — real people praising the product. Then, the copy dives deep into values, not features. By the end, you either nod your head in total agreement or close the tab forever. Both outcomes are wins.

Why It Works

• Starts with an emotional promise, not a feature list
• Frames their users as insiders, part of a tribe
• Clear voice and polarizing tone filter perfect-fit customers
• Social proof validates the big claim instantly
• The structure builds trust before making the pitch

Examples

• Patagonia’s “Don’t Buy This Jacket” ad turns shoppers into mission-driven fans
• Basecamp’s “Software doesn’t have to be crazy” launched with the same no-BS tone
• Liquid Death built a $700M brand using an anti-mainstream manifesto-style voice