Thread by @RohanIrvine

Next presentation is from Patrick Stafford — to write better UX copy, think like a journalist

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Over the past years a lot of business have build job descriptions for UX writers.

They've all asked for 'journalism' skills.

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Pat will talk about 5 of those skills that are beneficial for everyone.

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1. Research writing.

Research is much more important than writing. As a journalist, the work you do is everything you do before the writing.

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2. Create a culture of editors

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An editorial culture means the words don't matter, the outcome matters.

We experience 4 editorial failures
- UX writers don't submit to other writers
- feedback is visually biased
- expression is critique is sloppy
- tone of voice becomes the fallback

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Tips for principle 2
Don't hire people precious about their work
Do many drafts
Become aware of what your qualified to give critique on
Create a collective of writers to give feedback.

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3. Length is less important than clarity.

We have a bias that all copy needs to be short and snappy. Good principle, but not accurate all the time.

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Consider the cost to the user with the length of your copy. Too short lacks context, too long and Ill structured they will get bored.

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Tips for principle 3
- cost benefit analysis
- content led design
- think creatively within the realm of legibility

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4. Piss off your sources

You need to be funneling in sources thoughts but they are not the users, so you need to be able to deny them ownership.

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Tips for principle 4

- treat your sources well
- beware writers who don't think about sources
- don't be afraid to annoy them
- your sources can lie

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5. You need to be an expert

We need to know everything about our product or service so you can write about it.

Tip:
When you start thinking 'there's no way we can fit all that info in the copy' it's time to start writing

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