登录查看更多内容

How can you use microcopy to reinforce your brand's voice and tone?

由人工智能和领英社区提供技术支持

Microcopy is the small text that guides users through your website, app, or product. It includes buttons, labels, instructions, error messages, and more. Microcopy can make or break your user experience, as it affects how users perceive and interact with your brand. In this article, you'll learn how to use microcopy to reinforce your brand's voice and tone, and create a consistent and engaging impression on your audience.

此文章中的业界达人

由社区从 7 条内容中精选。了解更多

1 What is voice and tone?

Voice and tone are two aspects of your brand's personality that shape how you communicate with your users. Voice is the overall style and attitude of your brand, while tone is how you adapt your voice to different situations and emotions. For example, your voice might be friendly, professional, or witty, and your tone might vary from playful to serious depending on the context. Voice and tone help you build trust, loyalty, and connection with your users, as they convey your values, identity, and purpose.

添加您的观点

Dmitry Shamis

Scale your brand and creative | CMO, Advisor, Dad
举报内容
Voice and tone are also an important way to differentiate yourself from your competitors. Every aspect of your business will feature your voice so you want it to be something that sets you apart. Remember you're selling to people so don't sound like a robot or use B2B jargon. Talk how people talk.

已翻译

赞
Deysi Perez

Helping business become easy to understand → easy to sell → their customers' go-to | Paid Media + Copywriting
(已编辑)
举报内容
Microcopy can guide users seamlessly through your platform, making their journey enjoyable even if something goes wrong. Whether it’s a button saying “Let’s Get Started!” with enthusiasm or a polite error message saying “Oops, something went wrong – we’re on it!”, these small interactions shape how users perceive your brand.

已翻译

赞

2 Why is microcopy important for voice and tone?

Microcopy is an incredibly useful tool for expressing your voice and tone, as it directly speaks to your users and impacts their actions and feelings. With microcopy, you can educate and inform users about features, benefits, and processes; persuade and motivate them to take action; reassure and support them when they have issues or doubts; and delight and surprise them with humor, creativity, or empathy. Additionally, microcopy can help you stand out from the competition by showcasing your unique personality and values.

添加您的观点

Dmitry Shamis

Scale your brand and creative | CMO, Advisor, Dad
举报内容
Microcopy is also a great way to showcase outcomes and benefits for your customer. This is valuable real estate so just stating the obvious is a waste. They know the product or feature name so tell your customers something interesting, something fun, or something different because your competitors are just gonna focus on product features

已翻译

赞
Deysi Perez

Helping business become easy to understand → easy to sell → their customers' go-to | Paid Media + Copywriting
举报内容
It's not just what you say; it’s how you say it – every word counts in creating a meaningful connection with your audience. Problem? Help them to not panic by using an empathetic voice. Showcasing benefits? infuse your words with enthusiasm so your audience can feel excited about your product.

已翻译

赞

3 How to define your voice and tone guidelines?

Before you write any microcopy, you need to have a clear and consistent voice and tone guidelines for your brand. These guidelines should reflect your brand's mission, vision, and values, as well as your target audience's needs, preferences, and expectations. You can use a voice and tone matrix to map out your voice and tone attributes along four dimensions: humor, formality, respect, and enthusiasm. For example, you might decide that your voice is humorous, informal, respectful, and enthusiastic, and then define what that means for each type of microcopy.

添加您的观点

Dmitry Shamis

Scale your brand and creative | CMO, Advisor, Dad
举报内容
Provide examples of what humorous or informal or respectful actually mean because we all have very different definitions of these words. Create a list of what those attributes are and aren't and provide actual examples to minimize confusion.

已翻译

赞

4 How to write microcopy that matches your voice and tone?

Once you have your voice and tone guidelines, you can use them to write microcopy that accurately represents your brand's personality and goals. To do this, ensure that your language is simple and clear enough for users to understand and relate to. Incorporate active, positive verbs that convey action and value. Consider adding personal pronouns and contractions to create a conversational and friendly tone. If appropriate, employ humor, metaphors, or emojis to inject some fun into your microcopy. Additionally, show respect and care for your users with empathy and politeness, especially when delivering bad news or asking for feedback. Finally, tailor your tone to different situations and emotions with variations and adaptations; for example, urgency, excitement, or frustration.

添加您的观点

Deysi Perez

Helping business become easy to understand → easy to sell → their customers' go-to | Paid Media + Copywriting
举报内容
Weave in subtle brand references through phrases, imagery, or references that are recognizable to customers! This is a great way to reinforce brand identity. You could also try varying sentence structure and length to keep the microcopy engaging. Short, punchy phrases mixed with longer sentences can help reinforce your brand's tone.

已翻译

赞

5 How to test and improve your microcopy?

Writing microcopy is an ongoing process that requires testing and improvement. To ensure the best user experience and brand perception, you should measure and evaluate how your microcopy performs. User testing and feedback, A/B testing and analytics, as well as copywriting tools and resources are all useful methods to test and improve your microcopy. Ask your users to complete tasks, answer questions, or rate your microcopy to gain insight into their reactions and comments. Compare different versions of your microcopy to see which one generates more clicks, conversions, or satisfaction. You can also use online tools and resources to check your grammar, spelling, readability, and tone of your microcopy.

添加您的观点

Deysi Perez

Helping business become easy to understand → easy to sell → their customers' go-to | Paid Media + Copywriting
举报内容
Ask users directly what they think - their feedback is gold! 1) Keep an eye on what microcopy your audience is clicking on or converting from. 2) See what your audience is saying on social media. 3) Scope out the competition - borrow good ideas but stay true to your brand. 4)Update over time as things change and always A/B test

已翻译

赞

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Brand Strategy

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can you use microcopy to reinforce your brand's voice and tone?

1

2

3

4

5

6

1 What is voice and tone?

2 Why is microcopy important for voice and tone?

3 How to define your voice and tone guidelines?

4 How to write microcopy that matches your voice and tone?

5 How to test and improve your microcopy?

6 Here’s what else to consider

Brand Strategy

给文章评分

感谢您的反馈

更多Brand Strategy相关文章

更多相关阅读内容

How can you use microcopy to reinforce your brand's voice and tone?

1

2

3

4

5

6

1 What is voice and tone?

2 Why is microcopy important for voice and tone?

3 How to define your voice and tone guidelines?

4 How to write microcopy that matches your voice and tone?

5 How to test and improve your microcopy?

6 Here’s what else to consider

Brand Strategy

给文章评分

感谢您的反馈

查看其他技能