Estuardo Polanco·Product Communications Manager
Nothing becomes
a STAR while it is
still HARD TO UNDERSTAND.
An application, in the shape of the job.
6× Telly Awards·PayPal / Xoom / Chubb
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VOICESYSTEMLAUNCHANNOUNCEMENTREPLYMICROCOPYSIGNAL
VOICESYSTEMLAUNCHANNOUNCEMENTREPLYMICROCOPYSIGNAL
02 /What excites me
Week 01Ship day → MON
MONNEW PRODUCT
TUE-
WED-
THU-
FRI-
SAT-
SUN-
Every
Monday
Monday
A NEW PRODUCT EVERY MONDAY.
New product, new team, new voice, every Monday. That's the comms job I want.
I build the system once. Any product that comes through it finds its voice fast.
03 /One idea, four forms
SAME FEATURE. FOUR DIFFERENT SENTENCES.
The feature: search that still finds the file even when you misspell it. (Invented for demonstration.)
Headline01/04
How to find a file you cannot remember how to spell.
Tagline02/04
Search that forgives you.
Microcopy03/04
Found it. Close enough.
Poster line04/04
TYPO. FOUND ANYWAY.
04 /Proof in practice
ONE FACT. THREE READERS.
Take one true thing about a product. Watch it change shape for the person reading it.
The fact
"
THE PRODUCT NOW SAVES YOUR WORK ON ITS OWN, EVERY FEW SECONDS.
To the user
Stop hitting save. We do it for you now, every few seconds. Close the tab whenever you like. It is already there.
To the CEO
Lost work is no longer possible. Every session is protected the moment it starts, with nothing for the user to turn on.
To a partner
Autosave fires on a fixed interval and writes to the synced store. Anything you build on top never has to handle draft loss.
05 /A launch, start to finish
THE SAME IDEA, CARRIED THE WHOLE WAY.
A small feature ships. Here is how it travels from the announcement to the reply in a thread where someone is annoyed.
The announcementT + 0h
Blog & social
Undo now reaches back through your whole session. Every change, one step at a time, as far back as you want to go.
The message inside the appT + 8h
Day one
New: infinite undo. Made a mess? Walk it all the way back. Press undo a few more times than you are used to.
The reply in the threadT + 32h
Someone is unhappy the button moved
Fair point. The undo button moved. We should have said so. It is now top left, right next to redo. The shortcut is unchanged. Thanks for the nudge. We will flag placement changes next time.
THIS IS THE ACTUAL JOB. WRITING THE LAUNCH AND WRITING THE APOLOGY. SAME VOICE. SAME DAY.
06 /Why I am the one
WHAT I BRING.
01
Systems scale
I build systems for product messaging that scale across teams, products, and launches. A repeatable process that turns out fifty good emails beats one perfect email written by hand.
02
Portfolio of voices
I started as a copywriter at Saatchi & Saatchi, six Telly Awards deep. I've written for PayPal, Xoom, Chubb, and Etherfuse since.
03
Data to copy
I turn user research, support tickets, and A/B tests into copy people actually read. I write what works, and I can prove it.
04
The full loop
I take a feature from a technical brief, through the marketing launch, into the reply on a support thread. Every stage of the product message.
Previously worked at:
PAYPAL/XOOM/CHUBB/ETHERFUSE/SAATCHI & SAATCHI
07 /Close