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Everybody Writes: Your Go-To Guide for Creating Ridiculously Good Content 1st Edition

by Ann Handley (Author)

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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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Editorial Reviews

From the Inside Flap

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.

From the Back Cover

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.

Product details

Publisher ‏ : ‎ John Wiley & Sons Inc; 1st edition (January 1, 2014)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 298 pages
ISBN-10 ‏ : ‎ 1118905555
ISBN-13 ‏ : ‎ 978-1118905555
Item Weight ‏ : ‎ 1.18 pounds
Dimensions ‏ : ‎ 6.5 x 1.25 x 9.25 inches

Best Sellers Rank: #198,165 in Books (See Top 100 in Books)
- #691 in Communication Skills
- #817 in Marketing (Books)
- #4,694 in Unknown

Customer Reviews:
4.5 1,887 ratings

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Ann Handley

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Ann Handley speaks and writes about how you can rethink the way your business markets.

Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) The book has been translated into nine languages, including Turkish, Chinese, Japanese, Korean, Italian, Portuguese.

Her new book is Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. She currently has more than 250,000 followers on Twitter and writes about content, marketing and life at the highly entertaining AnnHandley.com.

A pioneer in digital marketing, Ann is the co-founder of ClickZ.com, which was one of the first sources of interactive marketing news and commentary. She started her career as a business journalist and editor.

Ann is based in Boston, Massachusetts.

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woahwoahwoahwhat

Do You Want People to Read Your Writing? Read This.

Reviewed in the United States on January 2, 2019

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I bought this when I left my job as a high school English teacher and entered marketing for the first time. I realized that the way I wrote may have been appropriate for an academic setting, but would never fly for a general audience.

But the truth is I could have read this book in college as an English Education major and gotten just as much value out of it. Although it seems geared toward content marketers, so much of it can be applied to communication in all forms.

Handley is the Strunk and White for contemporary authorship. Her advice is designed to improve both the clarity and the engagement of your work, especially for consumption in the digital age. The book is broken into tiny chapters that zoom in on specific issues in writing, covering everything from planning to drafting to editing and everything in between. The end of the book is especially interesting, sharing insights into how to write highly practical things like blogs, LinkedIn profiles, and infographics. Handley is committed to actionable advice, providing a wealth of tools and tactics rather than esoteric, ivory tower advice.

The one problem I had with this is really my own fault: I'm not sure it's best consumed cover to cover. Though it is entertaining, it covers so much information that by the end of it you may feel unable to sort it all out. It may be better used as a reference text that you consult at various stages of your writing process. I do think that reading it from top to bottom gave me an intimate understanding of its content, which means I can more effortlessly brush up on specific topics as the need arises. But a word of advice to anyone who is interested in this and wants to do what I did and consume it in its entirety to familiarize yourself with it: breeze through it. Try to knock it out in just a few days. I tried to savor it and collect all of the information, and it was a fool's errand.

No matter how you choose to approach this, it is absolutely worth your time. I plan to keep it on my desk and look back at it frequently.

28 people found this helpful

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Jeremy Bednarski

"Writing well is part habit, part knowledge of some fundamental rules, and part giving a damn."

Reviewed in the United States on November 4, 2014

Verified Purchase

In 2011, I was attending the Exact Target Connections conference when I really noticed the term "content marketing" being used as a full direction and discipline. There were a few standout sessions at that show, but one that I just happened to pick really sunk in. I hadn't heard of Ann Handley or C.C. Chapman yet, or their book Content Rules, but I was blown away by their presentation. I bought their book quickly upon returning home.

Now, Ann Handley has a new book that builds on the idea of content creation by focusing on one of the areas that can be the most rewarding, intimidating, frustrating, you name it. You've been there. We all have. Staring at a blank page. Whether you're writing for school, your job, just for fun or whatever it is, that blank page can haunt you. Just when you thought there was no help to be found, Handley comes out with "Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content" to save us all! This book shot to the top of my "must read" list.

There have been plenty of books on writing, even some good ones ("On Writing" by Stephen King is one of the best). This is not your run-of-the-mill boring text book on writing. Not at all! the tone of the book and her stories are not only interesting, they're entertaining! If you've heard her speak, and I'm assuming the majority of you reading this have, then you know her quirky sense of humor. It comes across loud and clear here (for example, she compares writing to birthing a Volkswagon).

"Everybody Writes" is part writing strategy guide, part grammar and style manual and part guide for writing tools and processes. This book is a reference for all writers regardless of how much or what you write. Handley believes that writing is a habit, not an art. The more you do it, the better you get at it. Her tips are meant as guidelines and not hard rules, because as she explains "there's no right way to write".

There are a couple of tips that really stand out for me. The first is to follow a writing GPS so you can get to where you need to be. It keeps you on the right track. I've implemented this and it truly is helpful in keeping my thoughts in line with my topic. The second is The Ugly First Draft. For most writers, the first draft doesn't come out perfect, it's the editing that makes most writing great. So, get your thoughts on paper without worrying about grammar, spelling, structure, etc. All of that will be fixed during editing.

Not only is this book great for those of us already in our careers, but I would issue this to high school and college writing courses. The writing style will keep them engaged in the book and the tips help them in their writing from the start. I'll be referring back to this book often and will re-read it regularly as well. Not only is this a must read, it's a must own!

I'll leave you with my favorite rule: "Writing well is part habit, part knowledge of some fundamental rules, and part giving a damn." Damn right!

6 people found this helpful

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Babs

Non si smette mai di imoarare

Reviewed in Italy on July 17, 2022

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Leggere, per chi scrive di mestiere, è sempre un obbligo, in certi casi però rimane un piacere. Questo è uno di quei casi. Caldamente consigliato.

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Ferdous

Bra bok!

Reviewed in Sweden on June 25, 2022

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Bra

Roy

Worth every word

Reviewed in India on April 18, 2022

Verified Purchase

Thanks Ann. You changed my life thru this book. Clarity and structure, and beyond... even chapter has a story. It's precise.

One person found this helpful

Bunny

Ann on my side!

Reviewed in Spain on February 17, 2021

Verified Purchase

It is a great book to keep on your desk. Full of insights and advances. Written with humor. Easy to read. Thumbs up!

Amazon Customer

Written with a relatable and fun voice!

Reviewed in Canada on January 18, 2020

Verified Purchase

I had to read this for a marketing course along with Ann Handley's Content Rules. At first I thought it was going to be dry and boring but I was totally wrong. This book teaches you to be relatable and human in your content. It's a great read and I imagine it's beneficial even outside of a marketing or communications context!

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