I don’t think there are any set-in-stone, universal rules for writing effective content. Content is effective not because it follows rules, but because it respects the user. This means it’s designed to address people’s motivations and needs at a very specific moment in their user journey—that is, their experience interacting with an interface.
Of course, there are principles and procedures that ensure content is consistent, clear, and aligned with its objectives. But, you see, rather than rules, these are tools that content designers must refine and use every day to make technology more human.
The goal, in fact, is to bring technology closer to people, to establish empathy with those who engage with our content—whether it’s short paragraphs, descriptions, or microcopy. Even a well-written call to action, in fact, makes a difference. What do “Learn More,” “Click Here,” and “Buy Now” have in common? They’re almost sterile imperatives, devoid of personality. They ask the user to take action without offering anything in return. And above all, how many times have we read and reread “Learn more”? So many times that we’re no longer intrigued by it the umpteenth time we see it.
The real challenge for content creators—and, I might add, the real pleasure for readers—is to ensure that content is much more closely aligned with actions and emotions. This will make the difference between a bland text like the ones above and one that is more effective at communicating, engaging, and persuading.
The SEPA Matrix
To achieve this goal, it is necessary to understand the elements that characterize each phase of the interaction between the user and an interface. We can map them by dividing them into four areas:
- A trigger—that is, the element that sets the user’s action in motion. It can be an external trigger, such as an ad that catches the user’s attention, or an internal one, such as a specific need or curiosity.
- Emotion, that is, the predominant emotional components at the specific moment when a person performs an action.
- Thought, that is, the mental model—the body of knowledge and information that enables a person to perform that action and understand our content.
- Action—that is, the objective of the step the user is currently on, their goal.
These four areas are the cornerstones of users' verbal experience. If we take them into account, our content will be much more precise and human.
Obviously, to understand the elements of these four areas, it’s not enough to simply reason and predict them; we also need to conduct extensive research and testing on users and the features of our platform. This way, we’ll have real, objective data from which to draw effective conclusions.
The four areas we’ve discussed can be combined into a single matrix to better define each element and identify the connections. This is called the SEPA matrix (named after the initials of the four areas), and we can think of it as a table with four columns and as many rows as there are steps in the user journey we’re working on.
Where do we start? By mapping out every moment of interaction between the user and the interface. For each one, we’ll identify the elements to include in the four areas. Then we can move on to the writing phase.
Let’s look at a practical example: we need a workout or meditation plan to follow at home. This is an internal prompt that leads us to search for a fitness and wellness app with workout plans tailored to our needs. It could also happen that an ad on social media suggests an app that aligns with our need to exercise and meditate. In this case, the prompt is external.
We open the app store and see an app that interests us. What emotions do we feel in this situation? Desire, curiosity, interest. We might have found the right app, so we also want to feel a sense of satisfaction and start our first workout right away.
Now that we’ve defined the emotions, let’s move on to the cognitive phase: the user may have significant experience with meditation, but they might also be a beginner. We therefore need to provide very simple concepts that highlight the benefits of physical activity and meditation, while also making it clear that our app is easy to use.
The final step: the actions. We want the user to tap “Download” or “Install” and begin their journey.
Now that we have all these elements in mind, we can start drafting the copy. We’ll come up with microcopy that sparks curiosity and conveys enthusiasm. We’ll communicate the benefits and simplicity of our app using very clear phrases. We’ll use short sentences and simple words, with a realistic and enthusiastic tone of voice that positions our app as a true ally in our well-being.
This approach can be applied to all the other tasks users perform: signing up and onboarding in the app, searching for and then selecting a workout program, upgrading to a pro account if desired, and so on. If the top-level content is derived from the elements of the SEPA matrix, users’ experience will be much more aligned with their actual needs.
.svg)
.png)