Analysis of CEO message to customers

Writing tone of voice aligned with brand values is a powerful marketing tool.

This email is so powerful because the structure of this message is aligned to brand values

1. open Reminder of their mission 
2. Then acknowledge pain
3. New tools that support their community
4. Sign off with a humble acknowledgement

The full text

Dear SoundCloud Creators,

Since our founding, SoundCloud’s mission has been to give people the power to share, connect and grow through music.

As the coronavirus crisis has unfolded, we’ve seen a global outpouring of tracks on SoundCloud — with a 50% surge in creators uploading in the past month alone. But behind this creative response, we know there continues to be financial loss and uncertainty for our creator community.

Last week we rolled out our first wave of creator support — our partnership with Twitch, 50% off SoundCloud Pro Unlimited, a resource guide and weekly creator office hours with our artist relations team — to help with the impact some of you are facing. This felt like a good start, but we want to do more for the long term.

Today, we’re accelerating a series of new initiatives and over $15M in direct investment to support creators on SoundCloud during this difficult time.

• New direct fan-support button for all creators.
  We’ve created a simple button for your SoundCloud profile to connect your preferred way to receive direct fan support including Kickstarter, Patreon, Bandcamp, Paypal and more. Learn how to get this live on your profile right now.
• $5M in free promotional support for all creators to drive more plays on SoundCloud.
  For the rest of 2020, we’re giving away all of our Promote on SoundCloud inventory. Tag your SoundCloud uploads #GetMorePlays and our editorial team will select up to 5 artists per week to feature with promotion. More details to come soon on our blog.
• Immediate launch of Repost by SoundCloud, a new marketing and distribution service.
  Independent artists who want to take their career to the next level can now access professional marketing and monetization services plus industry-leading distribution features. Repost by SoundCloud is available to everyone, no play count thresholds. Learn more here.
• $10M artist accelerator program to support independent creators’ career growth.
  We are committing $10M to help fuel the careers of independent artists upstreamed from Repost by SoundCloud into our artist services offering, Repost Select. Apply here.

We understand our efforts here are no match for the care providers on the frontlines of this global crisis. But we will continue to look for ways to support our global SoundCloud community, so you can keep sharing music we can all turn to in these challenging times, and long into the future.

Kerry