The right words will shape the entire experience.

There wasn’t anything wrong with the writing. But there wasn’t anything memorable about it either. The product wasn’t broken, it was just boring. It didn’t have any personality.

Build a voice from the beginning. Shape the experience from the very first screen. The first sentence or two will start creating a personality and shaping expectations.

Be thoughtful about vocabulary. A single word or two can completely change the perception of the product.

Create the right content. Good content makes the product match the brand. It helps users understand the experience and recognize what a company stands for.

Find moments to add brand voice. Some people call this “microcopy.” I never liked that phrase, because it makes the writing seem unimportant. The opposite is true.

Choose clarity every time. Some screens in your product won’t have much personality. That’s okay. Flows that involve things like personal data or payments should be simple.