I’d hate to break the party but I dislike actually the usage of the word “privacy” as one of the key words. Unfortunately I don’t think we are quite there yet to use it as the main selling point 
A quick analysis on the phrases;
The online social world where you are in control
How does diaspora* give control to users, more than other social networks? The answer of course is you can host your own data. That means approx 0,008666667% of users actually have control. I don’t think that is a good selling point
Decentralization. Freedom. Privacy.
Decentralized for sure. Freedom to choose, freedom from large corporations, maybe freedom to switch some day Privacy? How do you define privacy? Better privacy setting defaults maybe, that is something diaspora* does better than Facebook for example. But privacy of data depends again on whether you host your data or not. Most don’t so they just trust their podmins. And since a podmin can be anyone, this is not a very strong argument.
Share what you want with whom you want
Actually diaspora* allows sharing with less people so I’d say this is a bad catchphrase And most social networks have limited visibility posting, even though Aspects is a superior implementation of say Facebook lists.
Diaspora. Social Networking with actual privacy.
Again, how do you define privacy? Privacy from advertisers, sure. Privacy as no one will ask for your real name, sure. Privacy due to better default settings, sure. Privacy of data? Not really, still trusting someone - and I’m pretty sure our average podmin will more easier lose or leak your data than Facebook.
Personally, I’d go for either Decentralization. Freedom. Privacy. or Diaspora. Social Networking with actual privacy., if one has to choose from existing ones.
But my point is not to bash diaspora - my point is to say that we should make sure when we talk about catchphrases that we talk with things that we actually do better. Not with words that we can’t even back and just use them as selling points.
To me, diaspora* has three main selling points:
Freedom
- Users can choose where they host their data.
- Users are not subject to the whims of large corporations OR local laws.
- Users can call themselves what they damn please.
- Users can talk without fear of cencorship (or find a pod that allows their content if they are into some weird shit no one likes).
Community and openness
- For many people that join the first thing they see is a lot of friendly people welcoming them. One of our strengths is a friendly community that wants to meet new people. Diaspora really works well for people who love communities.
- We are open in governance AND source code. People are asked and can participate. We love contributors.
Non-commercial
- While this isn’t actually something that the software enforces, or should enforce, it is a fact of how the network is. It is non-commercial and AFAIK there are no adverts on any pods. Pods can add adverts, but people don’t have to use those pods (= freedom).
TL;DR - I’d like to drop the word “privacy” and things like “security” from the main selling points we use since IMHO they are not the main selling points and are more marketing talk than real benefits.
What about;
Real freedom
Loving community
Non-commercial
