Tr y Tr y Tr y “ Sit tight. We’ll be right with you.” “ Pick as many as you want.” “ No luck. Try another email or reset your password.” Avoid Avoid “A Gusto care representative will be with you shortly.” “Hold on for a hot second. We can’t wait to talk to you.” Avoid Avoid “Please select all that apply.” “You choose! Pick what you want.” Avoid Avoid “That username or password is not recognized.” “Whoopsies, that didn’t work. Wanna try another email?” Microcopy and other small messaging moments shouldn’t be overlooked. It’s not a computer—it’s Gusto. Speak in first person, be human, be direct. *Note: This copy is an example only and should not be used without approval. Voice and tone Examples Microcopy 70 Voice & tone Brand Guidelines 3.0