Hannah AlvarezContent Marketing Manager at UserTesting

@hannahkalvarez #giantconf

Human-Centered

Copywriting

Humans are weird.

[use your imagination here]

Part 1: Copywriting + UX

Part 2: Writing human-centered copy

...and some take-home tips and resources

Part 1: Copywriting + UX

copycopy

copy

copy

copy

copy

copy

copy

Copy can make or break the usability

of a product.

#giantconf

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47%

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159%

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Groups

Copy shapes the user’s perception of

your brand.#giantconf

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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 remembe

r

Average

What wesee

What weread

What we remembe

r

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

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

Weird human thing #4:Our environment affects our ability.

Plain languageis your friend.

simplifying≠

dumbing down

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

- No one ever

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Weird human thing #5:We don’t want to like

you.

You’re gonna have to win friends

and influence people.

EMPATHY

Empathy exercises for writing better

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 your

words building?

ALTERNATE

ENDING!

Human-centered copywriting is not about

warm fuzzies.

It’s about helping usersget $#!+ done

(so they will pay you money).