{"id":70393,"date":"2013-09-18T16:55:37","date_gmt":"2013-09-18T16:55:37","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/microstyle-the-tone-of-voice-that-never-was\/"},"modified":"2013-09-18T16:55:37","modified_gmt":"2013-09-18T16:55:37","slug":"microstyle-the-tone-of-voice-that-never-was","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/microstyle-the-tone-of-voice-that-never-was\/","title":{"rendered":"&#8216;Microstyle&#8217; &#8211; the tone of voice that never was?"},"content":{"rendered":"<p>We recently rediscovered \u2018Microstyle &#8211; The Art of Writing Little\u2019 by Christopher Johnson, a book that champions no-nonsense copywriting. The word \u2018microstyle\u2019 refers to the short and concise tone that brands use in their communications. However, the book also elaborates on using these methods for personal messages.<br \/>\nSomething we noticed while taking another look at the text is that the word \u2018microstyle\u2019 has never seemed to take off in marketing. A quick online search provides plenty of results for the book and reviews, yet very few comments, blogs or articles appear to reference the style itself with that word.<br \/>\nThe tiny sentence is used to great effect in poetry, comics, and speechwriting &#8211; examples repeatedly shown in the book. This approach is especially true for the latter, when the \u2018soundbite\u2019 message can be crucial to media coverage. Short lines are also favoured for online communications and website copy, catering to the fabled short attention span of browsing consumers.<br \/>\nThe need for direct messages hasn\u2019t changed in the time since the book was released. In fact, we\u2019re seeing more brands cut down their copy. Ads that use microstyle writing to quickly get the point over are popping up everywhere. TSB, for example, is proclaiming their new status as a separate bank from Lloyds Bank with a simple \u2018Hello\u2019.<br \/>\nOur copywriters might not always love the introduction of a brand new word, but this one makes a lot of sense. It\u2019s a style with a micro size &#8211; clear and simple wins yet again. One of the book\u2019s chapters even covers bringing your own creation to our ever-bigger vocabulary. So why didn\u2019t microstyle strike a chord with advertisers and marketers? Leave a comment below or tweet <a href=\"https:\/\/twitter.com\/strattoncraig\" target=\"_blank\" rel=\"noopener noreferrer\">@strattoncraig<\/a> to share your view.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We recently rediscovered \u2018Microstyle &#8211; The Art of Writing Little\u2019 by Christopher Johnson, a book that champions no-nonsense copywriting. The word \u2018microstyle\u2019 refers to the short and concise tone that brands use in their communications. However, the book also elaborates on using these methods for personal messages. Something we noticed while taking another look at [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,414],"tags":[],"class_list":["post-70393","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&#039;Microstyle&#039; - the tone of voice that never was? - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/microstyle-the-tone-of-voice-that-never-was\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&#039;Microstyle&#039; - the tone of voice that never was? - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"We recently rediscovered \u2018Microstyle &#8211; The Art of Writing Little\u2019 by Christopher Johnson, a book that champions no-nonsense copywriting. 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