Summary: A JSON error message might seem like a dead-end. No prose, no storyline, no “content” to repurpose. But if we look closer, there’s a bigger conversation hiding beneath the technical surface. Let’s dissect what this type of system message actually tells us—not just about the data structure—but about user experience, design assumptions, platform communication, and how businesses can (and should) craft better interactions, even at the API level.
The Myth of “No Story”: Why Every Error Message Is a Business Message
The statement “Unfortunately, the text provided does not appear to be a raw website text that can be extracted and rewritten…” isn’t a narrative failure. It’s a system-level message produced by a structured application trying to tell a human user something is wrong—with the balance in their account, in this particular case. Now here’s what most marketers miss: every interaction, even the failed ones, communicates a message. If your platform generates an error due to ‘insufficient account balance,’ that message isn’t just technical. It outlines frustration, friction, and unmet user expectations. And those are narrative gold for any marketer worth their salt.
So when someone says, “there’s no story here,” pause. Mirror that: “No story here?” How do we know? What are users feeling when they get that message? What’s really being said between the lines? Strategic silence after those questions may tell you more about your product’s breakdowns than any polished campaign ever could.
When Error Messages Speak Volumes
Let’s break down what this specific error told us:
- The user attempted an action that required payment—but the account did not have enough balance.
- The system responded with a JSON object containing metadata about the failure.
- The error message surfaced in a way that someone expected to extract usable content or data from it.
Is this just a backend issue? Not anymore. Technical interaction is now brand interaction. This is where Robert Cialdini’s principles sneak in the back door: if a user doesn’t get clear feedback (Authority), or doesn’t feel the message is written for them (Social Proof and Consistency), you’ve just eroded trust—and trust is expensive to rebuild.
Translating Failures Into User Education
Think about this: a potential user tried to make something happen, probably with some urgency. Instead of clarity and suggested action steps, they received a system-structured JSON error response. What does that teach them about the platform? Does it tell them how to move forward? Does it reduce their fear of tech? Or does it confirm the suspicion that tech is a black box written for developers, not people?
More importantly, who inside your company owns this error message? Engineering? Product? Support? Here’s the uncomfortable truth: it belongs to all of them—and to marketing too. Because if that message stops someone from buying, subscribing, or trusting—it’s marketing’s problem, too.
Recoding the Conversation: Make Every Message Actionable
The platform could’ve said: “We noticed you’re trying to access content or trigger a service, but your balance isn’t enough to do that. You can top up your account here, or contact support if you think this is an error.”
That acknowledges the user’s intent (Empathy), supports their dream (by helping them continue), and doesn’t belittle their mistake (justifies failure with calm). It’s clear, useful, and it reflects Cialdini’s Reciprocity principle—“We help you understand, so you’re more likely to stay and act.”
From API to Marketing: Why This Matters for Growth Teams
Marketing isn’t about slogans anymore—it’s about owning the substance. That means understanding the end-to-end experience, including raw interfaces, system outputs, and the way your platform responds—especially under stress. That’s where communication breaks most often. Show me your worst error message, and I’ll show you exactly why you’re losing high-LTV users before they ever even talk to sales.
You might ask, “But Joe, this is just a JSON response, nothing more.” Then I’d ask: “Just a JSON response?” Why does it exist in the first place? What’s the user doing when they see it? How many users hit that wall and never come back?
Let silence hang on that question. Listen to what your developers aren’t telling you, but what your users are showing you with their churn, frustration, or confusion at the finish line.
Action Plan: Rewriting Failure Across the Stack
- Audit All Error Outputs: Treat them as if they are homepage copy—because for many users, they are.
- Ask: What’s the next step? Every error message should suggest a recovery path. Ready? Go-to link or support contact? If not, fix it.
- Make It Human: Technical language alienates. Use everyday terms and explain what went wrong—without shame, without fluff.
- Align With Brand Voice: If your brand is “helpful and modern,” your API shouldn’t sound like 1980s Unix.
- Test More Than Features: Run usability testing on broken workflows. What do users actually feel when the money runs low or the credits run out? That’s your real product feedback loop.
The Bottom Line Few Want to Acknowledge
JSON error messages are marketing copy. Yep. You read that right. They educate, they interrupt, they engage—and when written right, they offer a way back in. Disregard them, and you’re throwing away trust, conversion momentum, and customer goodwill—with every line of malformed English inside a curly brace.
Treat those messages with the same respect you give a landing page. If you don’t? Don’t be surprised when users opt out—not because of poor features, but because your interface told them, in so many words, “We don’t care enough to speak to you like a human.”
#UXMessaging #ProductMarketing #ErrorDesign #CustomerExperience #SaaSConversion #APIDesign #UserFrustration #MarketingOwnsUX #BehaviorBasedMarketing
Featured Image courtesy of Unsplash and Chris Stein (RntP-d2cxys)
