Everybody Writes
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Everybody Writes : Your Go-To Guide to Creating Ridiculously Good Content

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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. That's true whether you're writing a listicle or the words on a Slideshare deck or the words you're reading right here, right now...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.
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Product details

  • Hardback | 320 pages
  • 154 x 235 x 28mm | 510g
  • New York, United States
  • English
  • 1. Auflage
  • black & white tables, figures
  • 1118905555
  • 9781118905555
  • 9,746

Flap copy

If you have a website, 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.



Everybody Writes is your go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is a writer.



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 emissaries; 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's true whether you're writing a listicle or the words on a SlideShare deck or the words you're reading right here, right now...



So you've got to choose words well--and write with economy and style and honest empathy for your customers. And that means you have to put a higher value on an often overlooked skill in content marketing: how to write, and how to tell a true story really, really well.



Being able to communicate well in writing isn't just nice; it's necessary. And it's also the often 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 practical how-to advice designed to get results.



These lessons and rules she lays out apply to all of your online content--your Web pages, home pages, landing pages, blogs, emails, marketing offers, and to your posts and updates on Facebook, Twitter, LinkedIn, and other social media.



Everybody Writes is designed to be your go-to guide for creating or publishing any kind of online content--whether you're working for a big brand or a small business... or yourself.
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Back cover copy

PRAISE FOR EVERYBODY WRITES

"Throw the others away because this is the only guide you need to elevate your content to the level of awesomeness! With wisdom and an infective wittiness, Ann shows you how to take your writing from awkward or awful to electric or elegant. She's your favorite teacher, cracking you up while her tough love gets you to do the work to improve. Even though I've written 10 books, I still learned a great deal in these pages and now I'm eager to flex my newfound content creation muscles."
--David Meerman Scott, best-selling author of The New Rules of Marketing and PR



"The alternate click-bait title of Ann's great new book could have been 73 Ways to Improve Your Writing and Conquer the World! ...and it would have been an understatement. We're all publishers now, and the better writers connect, persuade, and win. Be one of them with this book."
--Brian Clark, Founder and CEO, Copyblogger Media



"All your shiny new channels, properties, and platforms are a waste of space without smart, useful content. Ann Handley's new book helps make every bit of content count--for your customers and your bottom line."
--Kristina Halvorson, President, Brain Traffic



"I just glanced at the table of contents and I'm already a better writer. Ann Handley might just single-handedly save the world from content mediocrity. Really, really ridiculously good-looking content just got an owner's manual."
--Jason Miller, Senior Content Marketing Manager, LinkedIn



"Let's face it, writing is not optional for today's marketer. Ann's witty take on what works and what doesn't will help you master business writing and--more importantly--have fun while you're doing it!"
--Ardath Albee, B2B Marketing Strategist and Author, eMarketing Strategies for the Complex Sale and Digital Relevance (coming in 2015)



"Useful to the extreme, Everybody Writes is the first must-read book on the subject since Stephen King's On Writing. Bursting with ways to improve your short and long-form content, it's too good to be skimmed. This book should be included with every keyboard sold, like a combo pack of communication clarity. You'll be a better writer by page 15. By the end of this book, you're thinking about giving Steinbeck a run for his money. I passionately recommend Everybody Writes."
--Jay Baer, President, Convince & Convert, and Author, Youtility



"Finally, a sensible writing guide for a digital age! Everybody Writes is a unique blend of how-to-write rules and what-to-write revelations. Whether you are overhauling your everyday communication or sitting down to write a book, Ann Handley's irreverent style and inspirational wisdom will transform the way you write. Move over Strunk & White, Everybody Writes is the creative resource for a new generation."
--Andrew M. Davis, Author, Brandscaping
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Table of contents

Foreword Nancy Duarte xvii Acknowledgments xix Introduction 1 PART I WRITING RULES: HOW TO WRITE BETTER (AND HOW TO HATE WRITING LESS) 11 1 Everybody Writes 15 2 Writing Is a Habit, Not an Art 17 3 Shed High School Rules 20 4 Regard Publishing as a Privilege 23 5 Place the Most Important Words (and Ideas) at the Beginning of Each Sentence 25 6 Follow a Writing GPS 27 7 The More the Think, the Easier the Ink 33 8 Organize. Relax, You ve Got This 36 9 Embrace The Ugly First Draft 41 10 Swap Places with Your Reader 44 11 Humor Comes on the Rewrite 46 12 Develop Pathological Empathy 47 13 Cross Out the Wrong Words 51 14 Start with Dear Mom ... 54 15 If You Take a Running Start, Cover Your Tracks 56 16 Notice Where Words Appear in Relation to Others around Them 59 17 A Good Lede Invites You to the Party and a Good Kicker Makes You Wish You Could Stay Longer 61 18 Show, Don t Tell 65 19 Use Familiar Yet Surprising Analogies 69 20 Approach Writing Like Teaching 71 21 Keep It Simple but Not Simplistic 72 22 Find a Writing Buddy 74 23 Avoid Writing by Committee 76 24 Hire a Great Editor 77 25 Be Rabid about Readability 79 26 End on an I-Can t-Wait-to-Get-Back-to-It Note 84 27 Set a Goal Based on Word Count (Not Time) 85 28 Deadlines Are the WD-40 of Writing 87 PART II WRITING RULES: GRAMMAR AND USAGE 89 29 Use Real Words 91 30 Avoid Frankenwords, Obese Words, and Words Pretending to Be Something They re Not 93 31 Don t Use Weblish (Words You Wouldn t Whisper to Your Sweetheart in the Dark) 95 32 Know the Difference between Active and Passive Voice 96 33 Ditch Weakling Verbs 97 34 Ditch Adverbs, Except When They Adjust the Meaning 98 35 Use Cliches Only Once in a Blue Moon 101 36 Avoid These Mistakes Marketers Make 103 37 Break Some Grammar Rules (At Least These Five) 107 38 Learn Words You re Probably Misusing or Confusing with Other Words 109 39 Scuse Me While I Kiss This Guy 117 40 Limit Moralizing 119 PART III STORY RULES 121 41 Tell How You ll Change the World 123 42 Tell the Story Only You Can Tell 128 43 Voice and Tone 130 44 Look to Analogy instead of Example 135 PART IV PUBLISHING RULES 139 45 Wait. What s Brand Journalism? 141 46 Tell the Truth 145 47 See Content Moments Everywhere 146 48 Post News That s Really News 149 49 Biased and Balanced 150 50 Nonobvious Interview Tips 152 51 Fact-Check 156 52 Approach Content with Mind Like Water 158 53 Seek Out the Best Sources 160 54 Be Aware of Hidden Agendas 161 55 Cite as You Write 162 56 Curate Ethically 166 57 Seek Permission, Not Forgiveness 170 58 Understand the Basics of Copyright, Fair Use, and For Attribution 174 59 Ground Content in Data 178 PART V 13 THINGS MARKETERS WRITE 181 60 The Ideal Length for Blog Posts, Podcast, Facebook Posts, Tweets, and Other Marketing Content 183 61 Writing for Twitter 188 62 Writing with Hashtags 196 63 Writing Social Media with Humor 202 64 Writing for Facebook 206 65 Writing for LinkedIn 210 66 Writing Your LinkedIn Profile 215 67 Writing for Email 219 68 Writing Landing Pages 225 69 Writing Headlines 234 70 Writing a Home Page 238 71 Writing the About Us Page 244 72 Writing Infographics That Won t Make People Mock Infographics 249 73 Writing Better Blog Posts 254 74 Writing Annual Reports (or Annual Wrap-Ups) 257 PART VI CONTENT TOOLS 263 Research and Knowledge Management Tools 264 Writing Tools 265 Productivity Tools 266 Editing Tools 268 A Few Great Style Guides 269 Non-Text Writing Tools 271 Blog Idea Generators 271 Google Authorship 272 Image Sources (Or, Stock That Doesn t Stink) 273 Acknowledgments for Tools 277 Epilogue 279 Notes 280 Index 291
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About Ann Handley

ANN HANDLEY is a veteran of creating and managing content. She is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. Ann is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the coauthor of the best-selling book on content marketing, Content Rules. She is also a keynote speaker, mom, and writer at AnnHandley.com. Connect with her on Twitter via @annhandley.
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Rating details

319 ratings
4.21 out of 5 stars
5 45% (142)
4 38% (120)
3 14% (45)
2 3% (8)
1 1% (4)
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