Every word we use has a meaning, a purpose, and an effect. That’s why microcopy is so important – those little bits of text that can completely change a user’s experience. We asked different WAM experts to explain the importance of microcopy in different areas of marketing.
microcopiesUsing words appropriately, adapting them to the context and the interlocutors, has become a necessity. Marketing messages are increasingly thought out and focused on attracting the consumer's attention in a subtle way that touches their hearts. In this context, microcopy emerges .
What is a microcopy?
What is a microcopy?
Christopher Murphy and Nicklas Persson in their book “The Craft of Words” explain that microcopy: “Is the craft of words at a micro level, considering how words can satisfy a functional requirement by aiding and cyprus phone number data enhancing design interactions, improving interfaces for both function and delight, and assisting a user on their journey.”
In other words, they are the smaller pieces of text that guide the user's experience through a website, an app, an email, etc. Each of these pieces, no matter how small, must take into account the user's context and the brand's tone to create a combination that is useful, concise, and brief.
AirBnB microcopyMicrocopy is, for example, a text that highlights the user's benefit . For example, instead of “Subscribe” a good copy would be “Access exclusive content”. Or, to give a specific example, we can see how AirBnB reminds the consumer, in a very simple and quick way, that if they click “Continue” they will not be charged anything. These are texts that help the user and make their experience much better.