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

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

by Ann Handley
Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content

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

by Ann Handley

Hardcover(2nd ed.)

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A hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.)

In the newly revised and updated edition of Everybody Writes, marketer and author Ann Handley improves on her Wall Street Journal bestselling book that’s helped hundreds of thousands become better, more confident writers.

In this brand-new edition, she delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing.

This new edition also includes:

  • All-new examples, tools, resources
  • Updated step-by-step writing framework
  • Added and expanded chapters that reflect the evolution of content marketing (and evolution of Ann’s thinking about what works today)
  • The same witty and practical how-to approach
  • How to attract and retain customers with stellar online communication
  • How to choose your words well, sparingly, and with honest empathy for your customers
  • Best practices and ideas for crafting credible, trustworthy content
  • “Things Marketers Write”: The fundamentals of 19 specific kinds of content that marketers like you write
  • Inspiration. Confidence. Fun.

In this book, you’ll discover:

Content marketing has evolved. Yet writing matters more than ever.

In this new edition of Everybody Writes, you’ll find the strategies, techniques, tips, and tools you’ll need to refine, upgrade, and (most of all) inspire your own best content marketing.

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Product Details

ISBN-13: 9781119854166
Publisher: Wiley
Publication date: 10/25/2022
Edition description: 2nd ed.
Pages: 432
Sales rank: 64,971
Product dimensions: 6.00(w) x 9.10(h) x 1.60(d)

About the Author

ANN HANDLEY is a Wall Street Journal bestselling author focused on helping businesses worldwide escape marketing mediocrity to ignite tangible results. Her work has appeared in Entrepreneur, the Wall Street Journal, NPR, Chicago Public Radio, and the Financial Times. IBM named her one of seven people shaping modern marketing. More than 50K people subscribe to her popular email newsletter.

She is the world’s first Chief Content Officer, a principal at training and education company MarketingProfs, and a regular speaker at events globally.

Ann is also a mom, dog person, and writer. Her favorite food is kale salad. But don’t hold that against her.

Table of Contents



Part I: Writing Rules: How to Write Better (and How to Hate Writing Less)

1 Everybody Writes

2 Writing Is a Habit, Not an Art

3 How to Keep a Daily Writing Ritual When You Aren't Feeling It

4 Shake Off School Rules

5 Publishing Is a Privilege

6 Why You Need a Writing Process

7 Introducing the Writing GPS Framework

8 Embrace The Ugly First Draft (TUFD)

9 Draft 2: Cross Out the Wrong Words

10 Draft 3: Swap Places with Your Reader

11 Draft 4: Humor Comes on the Rewrite

12 Develop Pathological Empathy

13 Think Before Ink

14 15 Ways to Organize

15 Start with “Dear Mom . . .”

16 If You Take a Running Start, Cover Your Tracks

17 Place the Most Important Words at the Beginning of Each Sentence

18 Notice Where Words Appear in Relation to Others

19 Leads + Kickers

20 Show Don't Tell

21 How to Write Funny

22 Use Surprising Analogies, Meaty Metaphors

23 Add Another Sense

24 Add Obvious Structure to a List

25 Approach Writing Like Teaching

26 Keep It Simple but Not Simplistic

27 Find a Writing Partner

28 Avoid Hot Dog Writing

29 Hire a Human Editor

30 Set a Goal Based on Word Count Not Time

31 End on an I-Can't-Wait-to-Get-Back-to-it Note

32 Deadlines Are the WD-40 of Writing

Part II: Writing Rules: Grammar and Usage

33 Use Real Words

34 Avoid Frankenwords and Words Pretending to Be Something They're Not

35 Don't Use Weblish

36 Default to the Present Tense

37 Choose Active Voice Over Passive Voice

38 Ditch Weakling Verbs

39 Adverbs Aren't Necessary (Usually)

40 Use Cliches Only Once in a Blue Moon

41 “Mistakes Were Made.” Avoiding These Simple Mistakes Will Make You Look and Feel Smarter Instantly

42 Words We Always Get Wrong

43 Grammar Rules Made to Be Broken

44 Limit Moralizing

45 Eggcorns & Mondegreens

Part III: Writing Rules: Voice and Tone

46 Sweat the Smallest Stuff

47 What's Brand Voice?

48 How to Develop Your Brand Voice

49 4 Powerful Places to Apply Brand Voice

50 Voice Doesn't Change, Tone Does

Part IV: Story Rules

51 The Six Elements of a Marketing Story

52 Your Brand Story: Tell the Story Only You Can Tell

53 Product Story: Make Your Customer the Hero

54 The Rudolph Framework in Action

55 Hermit Crab Content

56 Innovation Is about Brains Not Budget

Part V: Publishing Rules

57 Share News That's Really News

58 Biased AND Balanced

59 Brands as Media Companies

60 Should You Ungate Your Content?

61 Memes, Trends, Newsjacking

62 Better Interviews with These Nonobvious Tips

63 Check Your Facts

64 A Mind-Like-Water Mindset

65 Seek Out the Best Sources

66 Beware of Hidden Agendas

67 Credible Data

68 Cite as You Write

69 Curate Ethically

70 Seek Permission Not Forgiveness

71 The Basics of Copyright, Fair Use, and For Attribution

Part VI: 20 Things Marketers Write

72 The Ideal Length for Every Piece of Content

73 Writing Direct Response Email

74 Why You Need an Email Newsletter

75 Writing an Email Newsletter

76 Writing the Home Page

77 Writing the About Us Page

78 Writing Landing Pages

79 Writing Headlines

80 Writing Infographics

81 Writing for Video

82 Writing for Social Media

83 Writing Image Captions

84 Writing with Hashtags

85 Writing Your LinkedIn Profile

86 Writing for LinkedIn

87 Writing About Hard Stuff

88 Writing a Non-Boring Boilerplate

89 Writing Speech Descriptions

90 Writing a Sales Letter

91 Ghostwriting

Part VII: Content Tools

Research and Knowledge Management Tools

Writing Tools

Productivity Tools

Tools to Limber Up Atrophied Writing Muscles

Editing Tools

Word Finders

Readability Tools

Non-Text Writing Tools

Content Idea Generators

AI Writing Tools

Acknowledgments for Tools




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