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Everybody Writes: Your Go-to Guide to Creating Ridiculously Good Content, by Ann Handley
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Finally a go-to guide to creating and publishing the kind of content that will make your business thrive.
Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer.
If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.
Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt... does the idea of focusing on writing seem pedantic and ordinary?
Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.
Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring.
That means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well.
And so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing.
In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results.
These lessons and rules apply across all of your online assets―like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content―whether you're a big brand or you're small and solo.
Sections include:
• How to write better. (Or, for "adult-onset writers": How to hate writing less.)
• Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.)
• Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too.
• Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege.
• "Things Marketers Write": The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting.
• Content Tools: The sharpest tools you need to get the job done.
Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.
- Sales Rank: #51376 in Books
- Dimensions: .0" h x .0" w x .0" l, .90 pounds
- Binding: Paperback
- 320 pages
Most helpful customer reviews
116 of 122 people found the following review helpful.
Ridiculously valuable reference for the marketing writer with lots of specific "how to" guidance
By PG Bartlett
Writing has been my job and passion for twenty-five years, but I needed some "how to" advice that the author promised in her introduction: "... part writing guide, part handbook on the rules of good sportsmanship in content marketing, and all-around reliable desk companion for anyone creating or directing content on behalf of brands." She delivers everything she promised and more.
I found the author's style to be entertaining and insightful as well as practical. One mere example among hundreds is her formula for judging the impact of your writing: "Utility � Inspiration � Empathy = Quality Content." Her point: you have to perform well in all three areas; if you score a zero for any one of these factors... well, you can do the math.
Part I reviews much of what I already knew about the process of writing. She covers not only the key steps in the writing process, but also offers detailed insights into refining and improving your copy. Part I contains great advice for people who don't know how to approach the task of writing, and it's laid out in a way that's easy to understand and remember.
Part II, about grammar and usage, offers lots of "Do this" and "Don't do that" advice. If you're a good writer already, then you'll find this section a refreshing, funny reminder about all the ways that we can go wrong with words. But if you're not as good a writer as you'd like to be, you'll learn a lot about giving your language more impact and power.
Part III is the briefest section, but with some powerful advice about crafting a great story.
Part IV contains lots of practical advice about what to write and how to write it. You'll find lots of detailed suggestions, such as how to properly cite others' work within your own. I particularly liked her chapter entitled, "See Content Moments Everywhere," which will open your eyes to the opportunities all around you for interesting stories that will help your brand punch above its weight. (And that's just one example of 15 subjects she covers in this section.)
But Part V – wow! It alone was worth ten times the price of the book. She gives point-by-point guidance for 13 different types of content that marketers create, such as blog posts, tweets, emails, headlines, home pages, infographics, and more. Nearly every marketer will learn something on every page of this section, no matter how experienced you are. I expect to return to this section again and again.
Part VI concludes with a list of pointers to various types of tools and resources that writers will certainly find useful.
With so many wonderful resources available to marketing writers today, especially content marketers, it takes a lot to stand out above the crowd. But in Ann Handley's "Every Writes," she delivers one of the most useful pieces I've seen.
6 of 6 people found the following review helpful.
Valuable even for seasoned writers
By Anne Janzer
You might ask yourself why you need another book on writing - particularly if you're already comfortable with writing mechanics and processes. I asked myself that same question. But I bought this book because I enjoy Ann Handley's writing and figured I'd learn something.
Here are a few of the reasons I found the book valuable:
It offers well-articulated rules for the next time I have to explain my edits to others.
Some grammar rules I know by intuition rather than by rote. Ann offers pithy explanations of those. She’s also gathered data on the ideal length for website text lines and paragraphs. You may find this helpful when justifying your ruthless edits.
I learned fun new words and facts
I did not know the terms mondegreen or eggcorn (misheard terms that gain a life of their own). My life is richer for the existence of these two words.
New tools and resources!
Ann has done a great job of curating a collection of tools for writers. I have only started exploring these resources. For example, did you know about the site 750words.com to help you write at least 750 words each day?
Validation and support
The final take-away for the professional writer is this: people do care. When writing for industry, it’s easy to get sucked into jargon and industry-speak. Swimming against the tide can become difficult after a while. Throughout Everybody Writes, the unifying message is that it does matter – because everybody is also a reader.
I’d recommend this book to writers at all phases of their careers and capabilities. Because while everybody writes, we all can find ways to do it better.
2 of 2 people found the following review helpful.
Your all-in-one guide to writing emails, blogs, landing pages, tweets and more
By Evan Le
I've never read a more complete book on writing.
Handley thoroughly curated the best information about writing and provides a very valuable package for $12.99 (Kindle price at time of review).
You really get an immense amount of knowledge from reading about all of these different facets of writing. She teaches how you can learn how to write better by:
-weaving in natural storytelling
-understanding the philosophy behind being a good publisher of content
-using unique tactics for each platform (Twitter, Facebook, blog posts, emails, etc.)
Super readable (as expected from a book about writing and editing) and useful. I can see myself using this as a reference I can constantly refer to.
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