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It starts with an idea—an amazing ah-ha! moment. You’ve got a product and a plan and it’s going to be big!
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UX Writers Weekly Issue #7:

Microcopy for conversions:
I need more kittens in my box!



It starts with an idea—an amazing ah-ha! moment. You’ve got a product and a plan and it’s going to be big! You recruit your programmer buddy for development while you work day and night on the product design.

Challenges? Sure. Bumps in the road? Of course there are.

In fact, the process probably looked a little bit like this:


(Seriously, watch this one. I’ve probably seen it 20 times and it always gives me a crazy motivation boost. Also, +100 for that Cymbal Monkey.)

And then, after months of hard work—research & testing, flowcharts & Gantt charts, blood, sweat, & tears—it’s ready. More than just ready, it’s a glistening gem of product perfection.

So why isn’t anyone downloading it my app?!?!? 😭
Creating a great product is only half the battle. Without sales and marketing, it’s never gonna work. In fact, it would be better to have an OK product, a meh kind of product, but with excellent marketing, then a perfect product with no marketing.

At the end of the day, the inferior product with superior marketing will end up with all the users.


So how do you increase conversions and bring users to a new product? You need to create copy that sells, which is exactly what we’re going to cover in this week’s edition.



You’re Either In, or You’re Out

Everything we write has a purpose. When it comes to micro/web/UX copy, that purpose is usually based on one of two things: conversion or retention.

Think of your digital product as a box, floating in a universe full of kittens. There are kittens who are inside the box (users who have signed up, purchased, registered, whatever) and kittens who have yet to jump in (potential users who haven’t signed up, etc.).



I know what you’re thinking, getting kittens to jump in a box is easy, right? Normally yes, but there are countless other boxes out there.

So you need a laser pointer to get them in the box, but then a catnip scratching post to
keep them in.

Two different things: conversion and retention.


And so it goes for your copy: one style of copy to convert users, which is totally different from that which you use to retain them. Convincing someone to download your app is way different than guiding them through using it.

So let’s take a look at some tips and tricks to create marketing & sales oriented copy that will attract kittens, I mean users to your awesome product.



1. Emphasize the Benefits, Not the Product/Service

When someone is deciding whether or not to buy something, one of the most important factors is how that company, product, or service will benefit them. You’ll need to understand both the product and the user here.

So speak with the people in your company who have data on your customers, and then figure out what those customers want and/or need. If you’re independent, you’ll need to research your customers, if you haven’t already. To make microcopy that sells, you have to present the features of your product as something that will benefit the customer.

I’m a designer, so allow me to bring an example from my field which made an impression on me. Check out Invision’s homepage:



With just four words they managed to convey a message: I can easily work on design projects in a collaborative and efficient manner. All these things benefit me as a designer, so it makes this product seem very appealing. It draws me in and makes me want to learn more.

Yelp for example knows how to encourage users to share honest reviews by using engaging microcopy as review options.

It makes it human because “Meh. I’ve experienced better” is exactly what most people would say about an average meal.




2. Keep Your Audience Engaged with Stories

Stories have the ability to make a profound impact on people and are more memorable than a string of facts. Web copy that sells should leverage the power of stories to keep the reader engaged.

As an example, imagine you need to write copy for a gym. You could talk about all the great trainers and equipment, pricing plans and more—and there’s certainly a place for that.

But what if you told a story of one member and described the journey they went through. How through hard work they changed their life over the course of six months. How they’re now healthier, more confident, and have more energy.

Take the reader from point A to point Z, and you’re bound to create an impact that will make your product stand out.  




3. Learn to Wield Power Words

Power Words are those words that pack a big punch in a small package. They are the impactful words that make an immediate impression on the reader: words like Startling, Bargain, or Remarkable.


Check out this before and after example of a headline from this article about power words. First without, then with the power words added in:

14 Notes Teachers Sent Home to Parents

It doesn’t really grab your attention, does it? Now let’s spice it up:

14 Cringeworthy Notes Teachers Sent Home to Poor, Poor Parents

See what a huge impact just a few little well place words can have?

That’s an article you want to read! Power words are crucial in UX Writing because we’re often limited in the number of words we can use.


For even more examples, check out 189 Powerful Words That Convert.


Amazing box, no kittens

I’ve met with many entrepreneurs who truly believed that because they have an amazing idea or have created a brilliant product, their success was all but guaranteed.

Wrong as wrong could be!

If there aren’t any sales, then there isn’t any cash flow—and there isn’t a single company in the world that can survive without some income comin’ in.

So put some time and effort into creating copy that sells, bring in those leads, and turn them into conversions. Then, when you’ve got a box full of kittens, write copy that will keep them in there.

More on that next week.


Yuval Keshtcher

Founder of UX Writing Hub | Creator of Microcopy & UX Writing | Product Design Mentor




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