My Writing Process

Crafting exceptional copy is easier said than done. How exactly does one take raw ideas and concepts and transform them, into captivating, gripping, unforgettable experiences?

I’m sure there’s hundred and one ways to go about it, but here’s an outline of my process that’s helped me succeed on past projects.

1. Ready. Set. Go.

It’s time for the kickoff! In this beginning stage of a project, I like to get together with team members to align on all the nitty gritty details such as timelines, project stakeholders, business goals, etc. The kickoff stage is key for creating an overall picture of what we’ll be working on and the context behind it.

2. Imagining Myself in the User’s Shoes

Before even considering writing, I need to outline all the essential points that need to be addressed in the specific feature or flow we’ll be working on. This means asking and finding the answers to: what you want the user to do, what information you need from the user, what the user needs to know, how the user feels, and so on.

After getting the whole picture of the project, I can then determine how to structure copy, how much copy will be needed, and what it should cover. Most importantly, it helps me better understand and empathize with the user.

3. WITHOUT DATA, ALL YOU HAVE IS REALLY JUST AN OPINION

Intuition only gets you so far. Which is why I dive into the research stage next. This part of the process consists of reading similar and existing research, exploring comparative analysis to see how competitors or other companies in the space are tackling the problem, or simply reaching out to data scientists, UX researchers, or product marketers to gain more insights about the user and their ideal journey.

4. Align with Design

Now it’s time to pair up with my partner in UX design. In this stage, I work with a designer’s wireframes and basic mock-ups to pitch options and present ideas. It may take some back and forth and a few working sessions to really fine-tune our ideas, but that’s all part of the process. Even the greatest artists started their masterpieces from sketches.

5. Accessibility and Inclusivity

After fleshing out initial concepts and content, I like to revisit with a fresh perspective focused on accessibility and inclusivity. This means reviewing work with best practices in mind (Web Content Accessibility Guidelines, 18F Accessibility checklists), as well as writing for readability and inclusion. Ideally, I like to involve as many people as possible in the feedback process to ensure representation and readability in my work.

6. Refinement and delivery

In this stage, I’m gathering and implementing feedback from team members and stakeholders to refine and perfect the content. Before final delivery, I like to conduct a final self-review, making sure all copy is: