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Top 10 Tips – How to Write Copy for Mobile Apps

August 2, 2023 BY EPM Agency

In the dynamic world of mobile apps, the art of copywriting has evolved significantly. With space at a premium, crafting engaging, concise, and effective copy is more crucial than ever. While 99% of your app users may not consciously consider the copy, its impact on user experience is undeniable. To help you navigate this challenging terrain, we've compiled a comprehensive guide on writing copy for mobile apps enriched with modern approaches such as AI and the use of ChatGPT.

Understanding Your User

Before you put pen to paper or fingers to keyboard, understanding your target market is paramount. Who are your average users? What are their preferences, needs, and behaviours? If you're unsure, it's time to dive into some good old-fashioned research. The way you address a corporate executive will differ vastly from how you engage a gaming enthusiast. So, get to know your users and gauge their formality spectrum.
Understanding your user goes beyond just knowing their demographic information. It involves understanding their motivations, their pain points, and their goals. What drives them to use your app? What problems does your app solve for them? What do they hope to achieve by using your app? By understanding these aspects, you can tailor your copy to speak directly to your users' needs and desires.

Establishing Your Voice

Your app's voice should resonate with your target audience and reflect the essence of your brand. Is your user a tech-savvy millennial or a formal business professional? Once you've established your app's voice, create a guide that encapsulates its unique characteristics. This will help maintain consistency and prevent your copy from veering off course.
Establishing your voice also involves understanding the language and terminology that your users are familiar with. If your app is targeted towards a specific industry, make sure your copy reflects the language used in that industry. If your app is for a general audience, keep your language simple and jargon-free.

Brand Identity: More Than Just a Name

Your app is more than just a product; it's a brand. To distinguish yourself from the competition, you need to establish a clear brand identity. This includes your app's name, logo, and tagline. The tone of your copy should align with this identity, creating a cohesive brand experience.
A strong brand identity is more than just a memorable logo or catchy name. It's about creating a consistent image and message that resonates with your users. It's about conveying your brand's values, mission, and unique selling points through every aspect of your app, including the copy.

The Power of a Memorable Tagline

Your tagline is your app's catchphrase. It should be memorable, impactful, and appropriate for your audience. While it doesn't have to explain your app's functionality in detail, it should provide a hint. Use mind maps to brainstorm words and phrases that describe your app, and always keep your user in mind when finalising your tagline.
A great tagline can set your app apart from the competition. It can convey your app's unique selling point in a succinct and memorable way. It can evoke emotions, spark curiosity, and inspire action. So, take the time to craft a tagline that truly encapsulates what your app is all about.

Brevity is the Soul of App Copy

Mobile apps inherently limit your copy space. Users don't want to scroll through pages of text before they can use your app. So, keep it short and sweet. Use concise language without compromising clarity.
In the world of mobile apps, every word counts. Every sentence should serve a purpose, whether it's to inform, persuade, or entertain. Avoid fluff and filler words. Be ruthless in your editing. If a word or sentence doesn't add value, cut it out.
Personalise the Experience
Users crave personalised experiences. By addressing the user directly in your copy, you make the app experience more personal and relatable. Simple pronouns like "you" and "your" can make a world of difference.
Personalisation goes beyond just using the user's name in your copy. It's about tailoring the content to the user's needs, preferences, and behaviours. It's about making the user feel seen, understood, and valued. With the help of AI and data analytics, you can personalise your copy at scale, delivering a unique experience to each user.

Engagement is Key

Engagement is more than just a buzzword in copywriting. Your copy should be conversational and friendly, making users feel comfortable and involved. Avoid jargon and keep the language accessible and easy to understand.
Engaging copy is interactive. It invites the user to participate, take action, and be part of the story. It's not just about telling the user about your app; it's about showing them how your app can enhance their life. Use storytelling techniques to make your copy more engaging. Create scenarios that your users can relate to. Show them how your app can solve their problems and help them achieve their goals.

Consistency, Not Repetition

Consistency in phrasing throughout your app reinforces your brand identity. This doesn't mean repeating the same copy everywhere. Instead, carry through key terms and phrases to maintain a consistent voice.
Consistency also applies to the structure and format of your copy. Maintain a consistent style and format throughout your app. This not only enhances readability but also creates a sense of familiarity and comfort for your users.

Clarity Above All

Your app must be user-friendly, and a clear copy is key to achieving this. Users don't have the patience to navigate confusing copy. If your app has sections, name them clearly so users know exactly where to look.
Clarity also involves avoiding ambiguity. Be explicit about what your app does and how to use it. Don't leave your users guessing. If your app has unique features or complex functionalities, explain them clearly in your copy.

Proofread, Then Proofread Again

Spelling and grammatical errors can undermine your app's credibility. Always have someone else review your copy. After all, we're only human, and mistakes happen!
Proofreading is not just about checking for spelling and grammar errors. It's also about checking for clarity, consistency, and coherence. It's about ensuring that your copy is engaging, persuasive, and user-friendly.

The Future of App Copywriting: AI and ChatGPT

In the modern digital landscape, AI and tools like ChatGPT are revolutionising copywriting. These technologies can generate engaging, accurate text, taking user engagement to new heights. However, like any tool, they're not infallible and should be used in conjunction with human oversight. As we continue to refine these systems, they promise to be invaluable assets in the copywriting toolkit.
AI and ChatGPT can help automate and streamline the copywriting process. They can generate ideas, draft copy, and even edit and proofread text. They can personalise copy at scale, delivering a unique experience to each user. They can analyse data to understand user behaviour and preferences, enabling you to tailor your copy more effectively.
However, AI and ChatGPT are not replacements for human copywriters. They are tools that can enhance the copywriting process. They can take care of mundane and repetitive tasks, freeing up human copywriters to focus on the creative and strategic aspects of copywriting.

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