@hannahkalvarez

Humans are weird.

[use your imagination here]

Part 1: Copywriting + UX

Part 3: What NOT to do

Part 2: Writing human-centered copy

...and some take-home tips, resources, and Q&A

Part 1: Copywriting + UX

copy

copy

copy

copy copy

copy

copy

copy

Copy can make or break the usability of

a product.

#UTwebinar

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47%

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159%

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Groups

Copy shapes the user’s perception of

your brand.

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polite

genuine

smart

confident

serious

remembered my name!

(no pressure.)

Part 2: Writing human-centered

copy

5 weird things about humans

(and how knowing about them will help you write better copy)

Weird human thing #1:

We’re basically terrified of everything.

Is my credit card info secure? Am I doing

this wrong?

Will I be able to get back to this screen?

What if none of these options apply to me?

Will I have to talk to a sales person?

“Wait, what about…?”

Weird human thing #2:

We read almost nothing, and then we forget almost

all of it.

What wesee

What weread

What we remember

Average

What wesee

What weread

What we remember

Less copy

Only one thing to do

at a time.

Weird human thing #3:

We need to both fit in and stand out.

Yes, you ARE awesome!

NOPE

Why there’s nothing quite like iPhone

Fill in the blank:My users are the kind of people who really _____.

Weird human thing #4:

Our environment affects our ability.

your user →

Plain languageis your friend.

simplifying

≠dumbing down

“This is too easy to understand. I hate it.”

- No one ever

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PlainLanguage.govCenter for Plain Language

Hemingway App

Weird human thing #5:

We don’t want to like you.

You’re gonna have to win friends

and influence people.

EMPATHY

Part 3: What NOT to do

Bad copy serves the company’s needs

while ignoring the users’.

Jargon

Not every user is your ideal user!

Avoiding jargon:

Plain language (if possible)

Optional definitions and instructions

Fluff

“”

Avoiding fluff:

Make a list of words to never say

Every word should serve a purpose

Use verbs and the word “because”

Obfuscation

(making obscure or unclear)

The Committee concluded, having regard to the totality of the factors considered above that choice could not be given significant weight and that there was not currently a gap on the spectrum of adequacy sufficient to conclude that the provision of pharmaceutical services is not currently secured to the standard of adequacy. Accordingly the Committed concluded: The application was neither necessary nor expedient to secure the adequate provision of services in the neighbourhood, and therefore dismissed the appeal in this respect.

“

”

Avoiding obfuscation:

Own the issue

Helpful recommendations

Cleverness

Managing cleverness:

Don’t force it

Don’t get clever with instructions

Does it support the brand experience?

Let’s write some awesome, human-

centered copy.

1. Listen to how your users speak.

2. Question everything you write.

Does this provide value?

Does this make sense?

Does this make me sound like a jerk?

Does this build the relationship we want with our users?

3. Test everything you can.

4. Create a voice and tone guide.

5. Get your team on board.

What kind of relationship are you building?

Human-centered copywriting is not about

warm fuzzies.

Do it to make money.Do it to increase your conversions.

Do it to improve customer retention.(If you’re into that kind of thing.)

Questions?