Normally confident cross-functional partners (XFNs) suddenly become shy when they have to write something and they have a content designer or writer on the team. To all the nervous Product Managers, Product Designers and Software Engineers ….Yes, you can write.
Now that you have this affirmation, let's talk about 4 things that will improve whatever you write. These are hard-won lessons content designers and copywriters practice every day. They’re so simple and XFN can do it.
1. Edit
This is the tough part of any draft. Once you’re satisfied with your draft, cut 25-50% of what’s written. Make the hard choices. Consolidate paragraphs, delete sentences, cut down on bullet points, and eliminate the unnecessary. Your readers will appreciate it.
2. Be considerate of your reader
Always and please respect your reader. Be clear and concise and respect the person’s time who stopped to read your “thing.” This is your idea but I/we/them are the audience. See point 1.
3. Frame your point
From the headline to the last sentence, your hypothesis/argument/research findings/call to action should be obvious. Cut out the tangents and points that don't support your topic. Make your point and stick to that as your focus.
4. The tl;dr of it all
Remember, it’s “too long don’t read” not “Too long definitely read.” A tl;dr is a short summary because readers don’t have time to read the full text. A tl;dr should read like Cliff Notes, not an introduction to read on.
One final observation, if you can summarize what you’ve written in 5-10 words that’s probably a good title.
Now, go write your heart out. Then, see point 1.
