Before completing any piece of writing, I ask myself "What's unnecessary?" and I act on that answer.
Take it from Avril, you don't need to make things complicated. I keep things simple because I trust that if my instruction is logical enough, the rest will follow.
Every sentence should have a purpose. If it's not providing anything new and important, then it can always be rewritten.
UI (User Interface) text is a very niche form of writing that requires an extensive amount of clarity and simplicity.
Crafting UI text is about creating an action-based experience.
Minimalism is at the forefront of everything.
During my internship at Twitter, I created the UI text for their new Open Source website.
Blog posts, help center articles, newsletter updates, essays, all have a flexibility that UI text does not.
Other text types have the ability to use length to their advantage.
The incorporation of description, detail and voice are all imperative to successful non-UI writing.
Above all, I value the user. There is great strength in the ability to craft text that makes everyone in the room feel like it was written just for them. To do that requires writing inclusively and thoughtfully. As a writer, it may seem like my only goal is to write for my client—to get their campaign, their idea or their product sold—when in fact that's false. My objective is to do all these things while simultaneously putting the user first.