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We live in a world of micro-attention. With a multitude of messages and media constantly vying for our mental space, we all have become speed readers, skimming and scanning for value.

And while skimming and scanning are about what first catches the eye (and the brain), microcopy is not just an exercise in visual attention-getting. Beyond headlines and CTA buttons, microcopy can play a more expansive role when used strategically. Below are five ways to get the most from your microcopy:

1. Answer the voice in your customer’s head. Often there are little things that hold a customer back from taking an action. Are they going to spam me if I sign up for this? Is this where I’m supposed to put my information? Am I doing this right? User testing of your site or experience can help to reveal those places where your customer might like a little coaching, a little reassurance, or a little positive reinforcement. Microcopy that delivers on these needs will make the experience feel more interactive and seamless.

2. Make your words workhorses, not weathervanes. Workhorses have power. They make things happen. They provide utility. Weathervanes, by contrast, spin with the wind, providing no fixed direction. Directionless phrases like “would you like to join in on the fun?” and other forms of empty jargon are what we like to call in the marketing industry “beating around the bush.” Subtlety has no place in microcopy. So steer clear of the haikus and tell customers in no uncertain terms what’s in it for them (“Get free points” “Download coupons” “Earn discounts”) if you want them to take action.

3. Develop microcopy together with design. For microcopy to be effective, the context in which the user will come across it must be well understood. This means that copy and design must be developed together. Design impacts how a customer will go through the brand experience, and understanding this pathway helps reveal the places where a little direction, reassurance or incentive in the form of microcopy would be useful. Likewise, the nature of the content being developed, the actions the brand wants to generate and their companion microcopy informs critical elements of design. Tacking on microcopy as an after-thought will only lead to missed opportunities—and missed opportunities often mean missed revenue.

4. Plant some surprises. Not all workhorse words have to be rigidly focused on driving an action. Don’t overlook the value of using microcopy to thank customers after the fact. Surprising your end user with a small token of thanks, appreciation—or even a cheeky laugh—after taking the desired action makes your brand feel more human and makes your customer feel his or her loyalty isn’t taken for granted. All brands need to build relationships with their customers. And just like any relationship, ‘please’ and ‘thank you’ are small words that go a long way.

5. Test the small stuff. It’s never too late to test and learn when it comes to your copy. On our own team, a quick two-week test of 7 different microcopy options resulted in a 46% increase in click-through rates with the winning combination. But often even smaller percentages of uplift can make a big difference in subscribers, ticket sales, purchases and more.

Microcopy’s not a micro topic. Did I overlook something? What did you agree/disagree with? Let me know on Twitter @TheRealCherylM