Trends in Microcopy

Come and mingle with TLVs top Product people!
Enjoy a talk and discussion on the latest trends in microcopy and insights into the crossroads between product development and marketing communications.

Agenda

18:00-18:30 - Booze & Schmooze

18:30-19:30 - Trends in Microcopy / Kinneret Yifrah

Microcopy is the written words on websites and apps that motivate users into action, reinforce the bond between them and the brand, help the users perform tasks easily, and in general – remake ordinary boring screens into an interesting, exciting and fun-filled experience. For example Text on buttons, website sign-up and login, error messages and how to prevent them, input fields and what appears in them, newsletter sign-up, instructions on how to fill a form, confirmation messages and more.

In this presentation, you will get acquainted with principles and practical tools you can immediately implement on your website, in order to write experience evoking microcopy, enhance usability, boost up conversion rates, strengthen your brand and emphasize its differentiation. The presentation is illustrated by dozens of examples in both Hebrew and English from websites and apps from Israel and abroad.

Kinneret Yifrah - Founder of Nemala - Microcopy Studio; Writing microcopy for websites and apps of all kinds; Author of Microcopy: The Complete Guide (http://www.microcopy.co.il/product/thehandbook/).

19:40-20:00 - Marketing & Product: Lessons Learned from Donald Trump's Run for President / Tamar Schoppik

Love him or hate him, Donald J. Trump is a great marketer. In this short talk, we'll analyze some of the techniques that took "The Donald" from a loud-mouthed business mogul with no political experience to a significant contender for one of the most coveted political positions in the world. We'll discuss why these techniques work and how to apply these practices to Marketing Communications and Product Development.

Tamar Schoppik - Senior Marketing Communications Manager @ Natural Intelligence

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