It's amazing how much wording and tone can change something.

If you were in the trial period for a service - maybe on the fence - and you got the following message, how would you react?

"YOUR TRIAL ENDS IN 3 DAYS. PLEASE SUBMIT PAYMENT OR YOUR SERVICE WILL BE DISCONTINUED."

I imagine you'd be pretty turned off.

Compare that to this message that Sprout Social gave me:

It still catches my eye. It still reminds me I need to pay. but it does it in a fun, positive way that doesn't make me feel pressured. It makes me like them, and want to give them my money.

(And I did.)