A Micro-script is a growing term of art in marketing and branding communications. It is defined as a verbal “instant message” that people like to repeat, generally word-for-word, to inform, impress or persuade others. As short as one word or a concise phrase, it contains just enough information to be a whole idea--or trigger a pre-existing idea--allowing the listener to judge and take action. It uses verbal imagery, metaphors or rhythmic sounds and it takes a point of view. - It must be written in the simple way people speak-- quick, compact and easy. - It has to provide just enough information for people to act, decide or change.
Although Micro-script language constructions go back to the beginning of human communication, they are an optimum format for social and commercial messaging in the digital, “word of mouth” era. The term was originated in a public speech by author Bill Schley in Washington, DC. , April 2008.