Examples

Content type

Error

Something's not right. Try again.

Unspecified error message

Something's not right. Try again.

Copy to clipboard

Good

Something's not right. Try again.

We use this message when we're not sure what caused the error or when the error is so complicated and technical that explaining it might just annoy the customer.

Not so good

Oops! We're sorry! You've encountered an asynchronous error. Please try again.

We don't use exclamations in copy. And we generally don't say we're sorry. A machine is delivering this message, and our users can see through the false empathy. As for the "asynchronous error" copy, we try really hard to keep our content conversational. Unless you're a developer, you probably haven't used the word asynchronous with your friends in the past two weeks.