JetBlue has a great writing staff

I signed up for JetBlue’s TrueBlue point program today, and I was greeted with this success page:

Thanks for joining. Your TrueBlue number is ###. Unless you’ve got a photographic memory, you might want to print this page for your reference. (You can also cut out the card below for your traveling convenience – or to impress your friends.)

Awesome. Made me smile and I immediately felt good about booking a flight with them (I hadn’t yet, as I wanted to get the number before I booked). They really sealed the deal.

In addition, they had a really concise, clear way to describe the terms of the program:

TrueBlue points live for 1 year. So to earn your free flight, you need to accumulate your 100 points in a consecutive 12 month period. Just to be clear, that means any unused points automatically expire on their first birthday. For example, if you earn 12 points on 12/31/04, those 12 points expire on 12/31/05.

No complicated rules, just a plan English description in a down-to-earth tone.

We’re currently working on our first product offering at Arc90, and crafting the writing within and about a product isn’t easy. It’s good to see that JetBlue took the time to put some effort and creativity into how they speak to their customers.