Have you heard of this?

Goldilocks and the 3 Ads
February 14, 2019
Oh, Trello!
February 14, 2019


Have you heard of this? I recently learned a little more about this subject and I knew I hadto share it with you!

First up, a definition.

EConsultancy has a pretty good one. They say that microcopy “refers to the text that guides you along or instructs you to do something on a website or app, such as fill in a form. It can also be a mini call-to-action, e.g. a prompt for you to click a button.”

Yep! Micrcopy is the tiny text that most people ignore. Things like “first name,” “enter your address below,” or even search bar prompts. If you use pre-made templates on your website, chances are high that a lot of microcopy is already created for you. Chances are even higher that the pre-made microcopy is dry and boring.

There’s nothing wrong with simple microcopy. It does the job…

But could the job be done better?

Think of it this way: microcopy is just one more space that you can use as a branding opportunity. You can use this place to be cheeky, helpful, thoughtful, or adventurous. You can speak to your customer in unexpected ways that can strengthen your relationship.

Let’s look at a few great examples of microcopy in the wild.

1. Grammarly

See that little “It’s free” next to the call to action button? That’s a perfect example of how to use microcopy. In this case, Grammarly used it to address a concern: that the extension might be expensive or difficult to access. By providing the button and addressing that concern directly, they’ve removed these objections almost immediately.

2. Skyscanner

Skyscanner knows its market: people who are looking for cheap flights on a last-minute getaway. When you click the “To” box, this helpful little prompt shows up. This tells their customer two things: that Skyscanner understands their habits and that Skyscanner can get them cheap flights to literally everywhere.

3. Dollar Shave Club

(Image from EConsultancy.com)

See that cheeky little copy off to the right? That is so on-brand for Dollar Shave Club. They are known for having funny, sarcastic ads (like this one, from way back in 2012) and standing by their high-quality products. These silly additions are a great way to reinforce their brand voice while still addressing customer concerns— in this case, that their shave butter is not tested on animals (though, I worry about those interns 😕).

These are just a few examples of the way big brands are using small copy to their advantage.

Think of all the ways it could help reinforce the voice of your business.

If you’re struggling with anything in your biz right now, you can always reach out to my team and we can help!
All the best,