People rarely read to the end. And they almost never spend as much time reading your words as you spend writing them.
Which makes it ironic that the little phrases we use (in designing a simple form, or when we answer the phone) matter so much.
Being gentle, kind or human goes a long way.
Coming across as confident, clear and correct matters as well.
Microcopy is word choice. It's a glimpse of a smile or a slip of impatience.
When you start putting™ trademark symbols in random spots, using extra exclamation points or (this is the biggest one) adopting a false commanding tone and being a jerk in your writing, then you lose us.
We know that you feel like using words like ONLY, NEVER, PERMANENT and NOTICE, but we'd rather hear from someone we like instead.