1. Microcopy
Make a big emotional impact with small content
ANDREW ROE | LAVACON | 10.26.16
2. For the next hour…
1. Overview and definition of microcopy
2. How microcopy has evolved
3. Examples and strategies
4. Detailed walk-through/case study:TurboTax
5. Share results/impact of this work
6. Recap + Q&A
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7. microcopy /ˈmīkrō ˌ käpē/ n. 1. short,
helpful, contextual words and phrases that
clarify meaning, anticipate questions, and
alleviate fears or concerns.
2.Also: a way to delight customers and
create an emotional connection.
8. “If content is king, then microcopy is queen.”
—Allison Betancourt
9. “Microcopy is small yet powerful copy.
It’s fast, light, and deadly. It’s a short sentence,
a phrase, a few words.A single word.
It’s the small copy that has the biggest impact.”
—Joshua Porter, Bokardo Design
22. Tasty menu copy boosts sales…
Dishes described as “handcrafted,” “triple-basted,”
“slow-cooked,” “grilled,” and ”slammed with flavor”
increased sales by 27 percent.