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Language, when you need it
Search concise C2 rules, vocabulary and speaking phrases without leaving the course to hunt through past lessons.
What it is
Microcopy craft is writing the very short text on apps, error messages or notices — status updates, apologies, confirmations — using four moves: name the issue plainly, own it as the organisation's responsibility, specify exactly what's happening, and date it so the reader knows when to expect resolution.
Form
| Form | Pattern | Model sentence |
|---|---|---|
| Name it | We're experiencing/there is a... | We're experiencing delays with card payments. |
| Own it | This is on our end / we're responsible for... | This is on our end, not your bank's. |
| Specify | Specifically, this affects... | Specifically, this affects payments made after 2pm today. |
| Date it | We expect this to be fixed by... | We expect this to be fixed by 6pm today. |
Use it when
- You're writing an app error message, status page update or service notice
- Users need to trust that you understand the problem, not just apologise vaguely
- You want to reduce support tickets by answering the obvious follow-up questions in advance
- You need short, precise language with no room for jargon
Examples
- We're aware that some uploads are failing.
- This is a problem with our servers, not your device.
- Specifically, files over 50MB are affected.
- We expect a fix within the next two hours.
- Your data is safe — this only affects the upload step.
Watch out
✗ Sorry for any inconvenience this may cause.
✓ We're aware payments are failing and are working on a fix.
Vague apology gives no information; naming the issue builds trust.
✗ There is an issue affecting some users.
✓ Specifically, this affects users on the mobile app version 4.2.
Precise scope tells users whether the problem even applies to them.
✗ We're working on it.
✓ We expect this to be resolved by 3pm today.
Without a date, users have no way to judge whether to wait or seek help elsewhere.
Remember
Name it, own it, specify it, date it — four short moves that turn a vague apology into a useful update.
Quick check
- 1. What are the four moves of good status-message microcopy?
Reveal
Name it, own it, specify, date it.
- 2. Why is 'sorry for any inconvenience' a weak status message?
Reveal
It gives no real information about what's wrong or when it will be fixed.
- 3. Why include a specific time in a status update?
Reveal
It lets users judge whether to wait or look for another solution.