How We Talk About Zapier
Zapier fills different needs for different people. That can make it tough to describe without giving an example. In the end, though, it comes down to three benefits:
- Integrations. We let anyone create connections between hundreds of web apps. We support more apps than anyone.
- Automation. We automatically pass information between those apps.
- No code. Usually, you’d need technical skills to rig these workflows. Zapier lets anybody do it.
We try to synthesize those into a simple message:
“Zapier helps you connect and automate the apps you use to get stuff done, so you can spend more time on human work.”
We also have a couple taglines:
- Easy automation for busy people.
- Zapier makes you happier.
Introducing Zapier to New Audiences
When you’re introducing Zapier to a new audience, focus on the pillars of our product:
- Integrations Zapier is the bridge between the world’s most popular web apps. We offer more options than anyone, and we’re adding new ones all the time.
- Automation Zapier lets you set up automated workflows called “Zaps” that pass info between your web apps. Let them handle repetitive tasks while you focus on more important work.
- Code-Free Zapier helps anyone tap into APIs without writing a lick of code. Build workflows in minutes that would normally take hours of engineering time. Developers love it, too, because it’s on us to maintain the integrations.
Try to capture two or three of these benefits in your first sentence:
- Zapier moves info between your web apps automatically, so you can focus on your most important work.
- Zapier helps you automate anything in the apps you use most, so you can get back to the human side of your business.
- Zapier adds powerful automation to more than 1500 web apps. Their tools make it simple for anyone to build code-free workflows that save hours per week.
When possible, zone in on a specific app. Examples that are relevant to your reader are the best way to create a light-bulb moment.
- Zapier helps you move info between MailChimp and your other web apps automatically.
- Zapier lets anyone automate tasks with Slack and connect it to hundreds of apps.
- With Zapier, you can build workflows that automatically send new Typeform results to your email list, CRM, or wherever else as soon as they come in.
The more specific we can be, the better.
What resonates with new users
- Specific, relevant use cases. Speak directly to your reader’s needs. Figure out what problem they’re trying to solve with Zapier, then help them solve it.
- Social proof. Assure readers that people like them rely on Zapier. Highlight partners and companies they know and trust.
- Breadth of options. People come to Zapier because we support integrations that our competitors and partners don’t. The large pool of options helps people feel like we’re always improving and that Zapier is here to stay.
- The human factor. Automation is a tool that gives humans more time to be human. Don’t just highlight workflows—highlight the the people and businesses they help.
What doesn’t resonate with new users
- Technical language. It’s easy for Zapier to feel “too technical” fast, especially for someone who’s uncomfortable with automation. We try to limit the number of technical and Zapier-specific terms we use for new users, like: Data. In our testing, people were scared off by the word “Data”. We try to use “Info” instead, or shoot for specifics (e.g. email addresses, to-dos, etc.) when possible.
- Other unfamiliar terms, like “Zap”. Introducing Zap too early confuses people. We try to use “Workflow” in its place, and drop something like “…workflows called ‘Zaps’” into the messaging.
- Unfamiliar apps and use cases. If we need to explain both an app involved in a workflow and Zapier itself, we’re fighting two battles on the education front. It’s usually best to keep examples general—like email or SMS. The downside: This makes it tougher to illustrate the power of Zapier.
Writing About Zapier
Zapier-specific words and terms
Like many apps, Zapier has its own lexicon for explaining the product. We try to keep things as simple as possible, but here are some terms that hold special meaning in our app.
A Zap is a workflow made up of apps, one trigger, and one or more actions. Each piece of a Zap is called a step. Zaps connect your apps
“To save time, set up a Zap that automatically tweets out blog posts as they’re published.”
Step Notes: Zap should always be capitalized. For inexperienced users, it’s helpful to call Zaps “workflows”.
Zaps automate Tasks. A Task is counted every time Zapier does something on your behalf. If you set up a Zap that automatically sends emails, each time we send an email, it counts as a Task.
“Last week, this Zap automated 126 Tasks for you.”
Style Notes: We capitalize Task because it’s part of our pricing structure, and we want to avoid confusion around the “tasks” that might exist in to-do or project management apps that someone connects to Zapier.
Task should be capitalized only when referring to an item that Zapier automates. For example, in this sentence, “task” should not be capitalized:
“Erin wanted to take that task off her plate, so she used Zapier.”
Make sure you avoid saying things like “Zaps complete actions.” While this is technically true, it creates some confusion around our pricing terms.
Trigger, action, and search action
Zaps are made up of building blocks called triggers and actions. There’s also a special type of action called a search action.
The trigger the first step of any Zap. It’s the signal that tells us when automatically complete the actions in a workflow. Here’s the process in sentence form:
When this trigger happens, do this action, (then this action, etc.)
Actions generally create or update something in an app, and triggers tell them when to do it.
Search actions are different. They look up existing data in an app, and return it so you can use it in a following step.
Style Notes: Lowercase trigger, action and search action when they’re used as nouns.
“This Zap triggers whenever someone fills out my typeform. Then, I use a MailChimp action to add their email address to my mailing list.”
We also use trigger and action alongside the word “step” when we’re talking to someone about their Zap.
A handful of integrations on our platform are marked as Premium apps. You need a paid account to use these apps.
Style Notes: When talking about Premium apps, only capitalize the word “Premium”, as it refers to something that requires Zapier Premium. If you’re displaying a Premium App in our app, do your best to mark it as “premium” so users aren’t surprised later.
Words to avoid
When talking about Zapier, avoid these:
- Sync (Zapier doesn’t truly “sync” data between two apps)
- Export (this implies that Zapier can tap into old data)