The Importance of Strategic Micro Copy: An iTunes Case Study

“Poorly devised, unhelpful content is wasteful. It potentially wastes the time of users and can also have financial implications for the company responsible for it, in this case Apple. Because they were not more thoughtful about their micro copy, they’ve had to correspond with me multiple times, costing them and me money and time. They’ve also left me feeling frustrated and, if at all possible, I will probably look to spend my money elsewhere. Lucky for them, they are one of the only providers of digital MP3 and video content online in my region of the world. Unless you’re Apple, can you afford to alienate customers because of careless copy?” (Amy Thibodeau ~ Contentini)

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