Disclaimer: I am not in any way connected to the ear1 app or working with them. This is my idea of what I think the ear1's microcopy should be like, and why. Therefore, in each frame, the pictures on the left are from ear1's website, and the ones on the right are from how I envision each microcopy. Thank you!
Frame 1
On the left, we see that the idea of ear1 is simple, "allowing people to pay before communicating with you." In the microcopy, it is laid out. While this might look simple, it uses so many words to pass a simple message. This is why on the right, it becomes, "Replace your email and DMs with a chat app where people pay to speak with you." laying bare the idea and letting people know the use of ear1.
"Where your audience pays you to answer their messages" feels long and repetitive because users already know that the people are to speak with them. Which is implied in "...your email and DMs with a chat app."
The same repetition occurs in the second paragraph. We ask the user if they get overwhelmed with messages and tell them what they get in return.
"Do you get overwhelmed with messages from many people? Get paid in Naira and Cedis to respond to them." makes it concise.
"Do you get overwhelmed with messages from many people? Get paid in Naira and Cedis to respond to them." makes it concise.
Frame 2
The second frame explains why potential users need ear1. In the left picture, we can sense the brand's voice & tone, but how can the voice remain intact while changing the tone?
One of the many things I look out for while working on microcopies is finding every opportunity for storytelling, no matter how little. While the left picture can be classified as storytelling, it does little to let potential users know why they need to install an app they just heard of. You want to tell them what you are offering while telling them what they are getting simultaneously. Think of it as a trade. You do not want them to read and roll their eyes; what you want from them is to nod. To agree.
"Building a brand isn't easy." is the first step because everyone knows this is true. You are telling them. You are letting them know that you understand, after which you let them in slowly, as they keep on nodding. Then, you hit them with something they know is true.
This keeps up with the brand's tone without changing it. And tells a story without losing important details.
Frame 3
The idea while working on this was to be concise, grammatically correct. Before writing, I sent the picture on the left to a few people and asked them what they thought of it. The majority of the answers I got were: "it's insensitive." "it keeps repeating what we already know."
The goal of ear1 is to connect users to other users who want their expertise on things. And in the previous microcopies, it is explained what ear1 is for. So to avoid repeating the same thing, I opted for this: cutting down on unnecessary words and selling what they can get out of it.
Frame 4
Brand's voice and tone, readability, being concise, clear, conversational, etc.
From the first frame to the fourth frame, all these are consistent throughout the microcopies. The fourth frame does its best to be concise, not too serious while explaining what to do to the users.
In every microcopy, one of the things to strive for is for the users to feel at ease and understand everything they come across. Microcopies shouldn't be hard on the users because they are the reason for it, after all.
It's also best to research what potential users want to see.
You can find a link here to see more about ear1.
