What is pair writing?
There is a method to our madness, and that method is pair writing. Instead of hiring one writer, you hire two — and they both act as writer and editor.
The basics of pair writing
Pair writers write and edit the same copy at the same time. Let’s take a real-life example of a website page.
First, we gather requirements for the page, such as:
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Primary and secondary keywords
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Location of the page in the user journey (e.g., awareness, conversion)
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Location of the page in the site structure
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Incoming and outgoing links
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Goal of the page
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Specific KPIs
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Legal requirements, such as disclaimers
Then, we open a shared document to start brainstorming. Maybe Lindsay will jot down some points that we need to make, while Janna sets up the structure of the page. Then we’ll switch off — Janna will review Lindsay's ideas and add to them, while Lindsay fiddles with the structure, marking which ones should be the H1, H2, and so forth.
Once we’ve got the basic idea of the page down, we start the design. We use Figma to design website pages, so we recreate our document visually. We’ll play with components, add images, and adjust copy as needed until we have a wireframe.
Since pair writing is all about collaboration, we’ll loop in a visual designer if needed. This designer helps us co-create and finalize the design — pointing out technical limitations, for example — so we can tweak where necessary.
Then, we send the whole thing (copy, design, and assets) for stakeholder approval. Copy and design, one and done.
Traditional vs. collaborative workflow
Let’s compare a traditional workflow with a collaborative (i.e., pair writing) workflow. Imagine a stakeholder requests a new landing page for a campaign.
Traditional workflow
In a traditional workflow, there are three separate departments that must work together: content, design, and the stakeholder. They need to coordinate schedules, determine the project’s priority, and calculate the time it takes for each department to respond to the other. Here’s what that would look like:
Result: The project is not complete by the end of the week.
Collaborative workflow
The Pear doesn’t like silos. In our workflow, we co-create to get things done fast. Content design starts, then brings in visual design as needed to create assets and finalize the design. This drives efficiency by reducing feedback rounds — and the frustration felt by the stakeholder.
Result: The project is complete by the end of the week.
Why pair writing works
It’s common for companies to hire just one or two copywriters per assignment, but that’s a mistake. Companies who do this are playing a dangerous game — assuming the job of editor and introducing more steps to the process.
Expertise
Content designers have the skillset of writers, editors, and designers. And with pair writing, we combine the writing and editing process.
It shouldn’t be up to the stakeholders to be editors — that’s not their job! Editors review copy for various elements:
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Typos and grammar issues
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Information architecture
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Storytelling
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Brand identity
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Legal guidelines
Efficiency
Rounds of feedback. The files that become V1, V2, V3, final, final-final, final-V1, and so on — this is the trap companies fall into when they only hire one writer. As apparent in the example above, pair writing condenses the workflow and eases the burden on stakeholders. We work with you, not against you.
Pair writing is collaboration
If you worry that pair writers just come in and take over, don’t! One of the core tenets of how we work is collaboration. We want to know your products, services, brand identity, and goals. We want everything we write to sound like you.
All pair writing does is make content creation fun, easy, and efficient.