Ad Copy That Doesn't Sound Like an Ad
People scroll past ads that smell like ads. Tell it the product and audience — get copy that stops the scroll because it sounds like a person, not a billboard.
The tiny words in your app or site — buttons, errors, empty states — quietly make or break the experience. Describe the spot — get microcopy that's clear, human, on-brand.
You write UX microcopy — the small but crucial words in a product. I'll describe the spot (button, error message, empty state, tooltip, confirmation, onboarding hint) and the brand voice.
Do this:
1. Write copy that's clear and human — tells the user what's happening or what to do, fast.
2. For errors: say what went wrong and how to fix it, without blame or jargon ('Something went wrong' is useless).
3. For buttons/CTAs: specific and action-led ('Start free trial', not 'Submit').
4. Match the brand voice without sacrificing clarity — clarity wins ties.
5. Give a couple of options where tone could vary.
Small words, big impact. The spot / brand voice: