Microcopy is found almost everywhere. Whether you’re scrolling through social media, walking the dog or looking for a new top on your favourite clothing website, chances are, you’re coming across microcopy without even knowing it – that’s the beauty of it. You’re reading it and taking in the message it’s trying to get across, subconsciously. But what exactly is microcopy, where is it used and how can you produce it yourself?
Essentially, microcopy consists of a small collection of words that get across a USP, an instruction, an imperative, a stellar deal or a significantly low price for something that would have cost you far more elsewhere or at any other time of year. Microcopy is used for almost everything.
Microcopy is used to encourage the reader, gain their trust and empower them to make the decision the company wants them to make. A good piece of microcopy will make a considerable difference to the way consumers view, buy and do things and so even the smallest amount of microcopy can have a macro effect on society when done right.
Microcopy is exceptionally important when it comes to marketing a brand, a service or a product. Where it can be used in other sectors and for other means, you’ll likely find it in industries where they’re trying to sell you something, whether it be the latest internet package deal or a sustainably-produced pair of trainers.
Microcopy is paramount for those wanting to market products and services because it does three things:
Microcopy is found, almost, everywhere. From posters and billboards to leaflets and website pages, you cannot escape the art of microcopy. Where you might presume that creating microcopy is exceptionally easy, due to its lack of word quantity, there is actually a lot of thought and preparation that goes into producing this particular type of copy.
This is because you need to get your point across or deliver a USP in a very limited number of words, so it’s considered to be somewhat of a specialist task for content creators. But it’s important that microcopy can be produced as it’s a highly-effective way of drawing an audience in and persuading them to enquire about the service you’re offering or the product you’re selling. That being said, microcopy is used for e-commerce purposes as this particular area of marketing doesn’t require streams of text.
So where is microcopy most commonly used? You’ll often find microcopy on or in the following content pieces:
Microcopy, although it looks simple, is actually quite difficult to produce if you’ve never done it before. It needs to be simple, yet have a human touch to it so as not to seem so robotic. So how can you go about creating microcopy if you’ve never done it before?
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As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.