Graphic of two chairs at a small table, one chair toppled over to the ground, over a red, black, blue and yellow background.

Not a Writer? That’s No Excuse for Bad Content.

The writing process shouldn’t start with writing.

Above all: know your audience.

Know your users’ pains and gains.

Do the writing in context.

Consider content hierarchy.

An online shopping cart with a shopping cart icon with 1 item in it. A very long message includes a link “click here”.
Wordy Alert — The sentences aren’t in a hurry to get to the point — but your users are.
An online shopping cart with a shopping cart icon with 1 item in it. A short message includes link “Locate a nearby store.”
Concise Alert — Pared down to two sentences, this alert tells you what you need to know and what actions you can take.

Write to be understood, not to be read.

Honor the three Cs.

Be clear. Have a conversation.

Be concise. Less is more.

Be consistent. No curveballs.

Do the hard work of making it easy.

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