Summary: JSON error messages may seem dry or purely technical, but under the surface, they point to user friction, failed transactions, and missed value. In this post, we'll unpack one such message — often dismissed as “just an error” — and reveal how it reflects larger patterns in communication design, user experience, and business systems. Whether you’re building software or selling services, ignoring what these messages mean is leaving revenue on the table.
What You're Really Seeing When a JSON Error Message Appears
Let’s cut through the noise. A typical JSON-style message like:
{
"error": "Insufficient balance",
"message": "Please recharge your account to continue running this query",
"code": 402
}
…might seem like a minor technical problem. But this isn't just an error. It’s a failed business event. A purchase that didn’t happen. A function that didn’t execute. A user left hanging. The customer wanted something, and the system — built to deliver — didn’t.
Now if we mirror what’s actually being said: The user made a request. The system declined it because funds were unavailable. The system then asked the user to fund their account to proceed.
You’re not just seeing a message. You’re seeing friction in the revenue engine.
Why These Messages Fail as Communication
A JSON error message is often meant for machines, not people. But people are the ones reading them. And when users don’t interpret the message correctly, they don’t act. No action means no payment. No payment means no delivery. And the entire value chain breaks at the weakest link: poor design in failure communication.
Did the user understand what went wrong? Did they trust the prompt? Did they feel safe recharging an account or committing more funds? If the answer is no, then this isn’t just a lost interaction — it’s a lost relationship.
And here’s the truth most developers and marketers avoid: if you're not optimizing error messages like these to maximize clarity, empathy, and conversion — then you are actively losing customers.
Where This Connects to Marketing and Business Strategy
Think of this message as a moment of high negotiation tension. The user is emotionally activated: maybe frustrated, confused, or skeptical. What happens next decides whether they stay or walk.
This is why Chris Voss's techniques apply here. Ask yourself:
- How do you label the emotion in the moment? ("It looks like you're trying to access a feature but your account needs topping up — that can be frustrating.")
- How do you control the frame without pushing? ("Would topping up your account now solve this, or is something holding you back?")
- Are you giving the user the chance to say 'No' without ending the conversation? ("Is continuing important to you right now?" instead of "Would you like to top-up?")
Do that well, and a JSON error message becomes a revenue recovery point. A communication bridge. A trust-builder.
The Hidden Power in System Messages
You wouldn’t let a salesperson mumble confusing jargon or say “Feature unavailable” and expect a customer to feel secure giving you money. But many software platforms do exactly this. The internal logic is: “The user should understand.” Logic doesn't drive action. Emotion does.
Error messages are often the first sign of friction. Treat them not as side notes, but as high-leverage business copy. That 20-character error string might need a full rewrite. Not bloated. Rational. Persuasive. Calm under pressure.
What’s at stake here? Money. Trust. Retention. You don’t need to oversell it. Just be direct. “Insufficient balance” doesn’t need to imply blame. It should offer a next step that feels safe and logical.
How to Rewrite This Message with Economic Precision
Here’s a tighter, more deliberate rewrite that respects the user, mirrors their mindset, and increases the likelihood of action:
{
"error": "Account paused",
"message": "Your account doesn't have enough funds to run this query. Want to recharge now or come back later?",
"code": 402
}
It’s small, but the framing shifts everything. “Account paused” feels momentary, not broken. “Want to recharge now or come back later?” is a calibrated question — it opens the dialogue. It also gives the user power to say “No” without feeling shutdown.
Voss calls this tactical empathy. Blair Warren would say we’re confirming suspicion (this system might block me), while allaying that fear (I have control, I can come back).
How You Apply This in Your Business Today
Look across your customer touchpoints. Where are you quietly leaking conversions due to poor error language? Think about:
- Signup failures
- Card declines
- Quota limits
- Missing permissions
Each of these is a friction point where users could churn — or convert — depending on what you say and how you say it. If you're just stating cold facts, you're missing the human layer. And humans are the ones making decisions.
Closing the Loop: From Machine Message to Human Conversion
Every point of failure in a system is also a point of insight. When something doesn’t go through, it can feel like a moment of loss. But if treated correctly, it becomes an opening to re-engage, build rapport, and reset the buying frame.
So the next time your product team blows off an error message as 'just JSON,' challenge that. Ask: would you tell this to a human standing in front of you trying to use your service? Would they trust you after that?
If not, it’s time for a rewrite. Because even silent messages shape your brand, decide your revenue events, and define how long users stick around—or if they ever come back at all.
#ConversionMessaging #CustomerExperience #SoftwareAsAService #RevenueRecovery #UXFailureRecovery #PersuasiveDesign #UserMessagingStrategy
Featured Image courtesy of Unsplash and Brett Jordan (Qbe2npD1-E8)