To do this, you need to know the user well. We need to:
know what he wants ;
know what can be a barrier to purchasing;
get to know in general who he is and what his interests are .
To this end, it is always useful to identify your buyer personas and profile them properly, to create texts and a browsing experience that helps and engages them.
It is also important to know that it is not enough to speak, you have to start a conversation, and to do that you have to speak in a human way. We are human beings, obviously. We do not speak in Parseltongue! Um no, it is not always that obvious. Often bureaucratese , technicalese , legalese are used inappropriately, to the detriment of direct and human communication.
If you can establish a human relationship with your users, it will be easier to gain their trust.
One of the most beautiful examples of human microcopy that I have seen recently is that of Tonki . This is the welcome email when I signed up on the site, where they thanked me with a “Jessica you are a beautiful why choose our service person”. I had the impression that they were writing to me personally, instead of the classic standardized email, thanks also to the use of my name in the text. Small attentions that make the difference.
Study and define your brand personality
Like all brand communication messages, visual or textual, microcopy must also express the personality that has been outlined. This is a study that must be done upstream, in the initial phase of choosing the communication strategy and, unless there are major rebrandings, must be followed from there onwards.
To define the personality of a brand, as I have already written on other occasions , you need to:
know its history;
establish communication objectives;
know the people you are addressing;
know what you want to communicate.
Once the personality has been defined, it is also important to choose the right tone of voice for communications. For example, if the company is young, addresses a young audience and has a fresh and lively personality, it will choose a warm and friendly tone of voice and can also allow itself to play on irony.