Examples

Content type

General UI copy

Something's not right. Try again.

Unspecified error message

Something's not right. Try again.

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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.
Invoicing marketing

Good

Keep more of what you earn

Powerful invoicing with custom reminders, tracking, and direct deposit puts less time between you and your money. Plus with dozens of reports, you’ll always know where your business stands.

Present the benefit in the easiest way– framed as something our customers would say. It’s also action oriented and attainable.

Not so good

See how much money you have

Send invoices, reminders, and more. Plus, with dozens of reports, it’s easy to know where your business stands.

Find ways to come up with a more engaging benefit. Keep headlines crisp and optimistic.
Focus on the benefits

Good

A penny saved, a penny earned
Grab a great exchange rate to make your money go further.

Do more than tell users what the feature does. Give them a reason to engage with it.

Not so good

(ex)Change your life
Use exchange rates to save time and money.

Be wary of overstating or preaching. Keep the benefit clear and don’t cloud it up with strange wordplay.
Use accounting terms for accountants

Good

To the average person, it’s merely a home to a favorite pair of sneakers, but to your Schedule C clients, this shoebox serves a different purpose.

Accountants understand terms like Schedule C, so it’s OK to use here. This presents the term in a familiar way that keeps it light and conversational.

Not so good

Expense Finder utilizes the power of QuickBooks to find all expenses, lighting-fast.

Stay away from hyped-up buzzwords and salesy pitches.
Celebrate customer success

Good

Your business has really taken off.

This content congratulates customers and encourages them to take the next step to build on their success.

Not so good

Congratulations on your success. Isn’t tracking profit in QuickBooks amazing?

We don’t blow our own trumpet, even when we're trying to promote a cool feature.