Not here much anymore. I wrote @designerswrite. I publish @uxwritingevents. Chaotic neurotic queer. 
Blog: http://kubie.co
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This is a shift that I fear many newly-minted UX writers are not making. You're used to taking inspiration from culture and trends and what the competition is up to. Let users be your new inspiration. What do they care about? What do they need? What words resonate with them?
A UX writer should be the person protecting the experience from marketing nonsense, not infecting it.
Though I do have a Soundcloud, in case this thread blows up I will instead point you to my book about writing in the context of design: http://kubie.co/wfd It endeavors to be a brief, nonsense-free guide to getting the writing done on your web and design projects.
The UX writer’s job is to ensure the payoff is happening inside the product. Marketing is the promise. That copy should help inform the way we speak to the product so it’s recognizable to the user. “Remember that thing we promised you way back when? This is it.”
I should stress that marketing copy doesn’t belong inside the product (a very common mistake), but the two need to work together to maintain consistency and deliver the payoff end to end.
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