Everybody Writes E-Book

Ann Handley

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 364

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

CONTENTS

Cover

Praise for Everybody Writes

Title Page

Copyright

Dedication

Foreword

Acknowledgments

Introduction

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

Chapter 1: Everybody Writes

Chapter 2: Writing Is a Habit, Not an Art

Chapter 3: Shed High School Rules

Chapter 4: Regard Publishing as a Privilege

Chapter 5: Place the Most Important Words (and Ideas) at the Beginning of Each Sentence

Chapter 6: Follow a Writing GPS

Chapter 7: The More the Think, the Easier the Ink

Chapter 8: Organize. Relax, You've Got This

Chapter 9: Embrace The Ugly First Draft

Chapter 10: Swap Places with Your Reader

Chapter 11: Humor Comes on the Rewrite

Chapter 12: Develop Pathological Empathy

Chapter 13: ‘Cross Out the Wrong Words’

Chapter 14: Start with Dear Mom . . .

Chapter 15: If You Take a Running Start, Cover Your Tracks

Chapter 16: Notice Where Words Appear in Relation to Others around Them

Chapter 17: ‘A Good Lede Invites You to the Party and a Good Kicker Makes You Wish You Could Stay Longer’

Chapter 18: Show, Don't Tell

Chapter 19: Use Familiar Yet Surprising Analogies

Chapter 20: Approach Writing Like Teaching

Chapter 21: Keep It Simple—but Not Simplistic

Chapter 22: Find a Writing Buddy

Chapter 23: Avoid Writing by Committee

Chapter 24: Hire a Great Editor

Chapter 25: Be Rabid about Readability

Chapter 26: End on an I-Can't-Wait-to-Get-Back-to-It Note

Chapter 27: Set a Goal Based on Word Count (Not Time)

Chapter 28: Deadlines Are the WD-40 of Writing

Part II: Writing Rules: Grammar and Usage

Chapter 29: Use Real Words

Chapter 30: Avoid Frankenwords, Obese Words, and Words Pretending to Be Something They're Not

Chapter 31: Don't Use Weblish (Words You Wouldn't Whisper to Your Sweetheart in the Dark)

Chapter 32: Know the Difference between Active and Passive Voice

Chapter 33: Ditch Weakling Verbs

Chapter 34: Ditch Adverbs, Except When They Adjust the Meaning

Chapter 35: Use Clichés Only Once in a Blue Moon

Chapter 36: Avoid These Mistakes Marketers Make

Chapter 37: Break Some Grammar Rules (At Least These Five)

Chapter 38: Learn Words You're Probably Misusing or Confusing with Other Words

Similar or Seemingly Interchangeable Words

Usage Confusion

Chapter 39: Scuse Me While I Kiss This Guy

Chapter 40: Limit Moralizing

Part III: Story Rules

Chapter 41: Tell How You'll Change the World

Chapter 42: Tell the Story Only You Can Tell

Chapter 43: Voice and Tone

Chapter 44: Look to Analogy instead of Example

Part IV: Publishing Rules

Chapter 45: Wait. What's Brand Journalism?

But Is It Really Journalism?

How Brand Journalism Works

Chapter 46: Tell the Truth

Chapter 47: See Content Moments Everywhere

Chapter 48: Post News That's Really News

Chapter 49: Biased and Balanced

Chapter 50: Nonobvious Interview Tips

Chapter 51: Fact-Check

Chapter 52: Approach Content with ‘Mind Like Water’

Chapter 53: Seek Out the Best Sources

Chapter 54: Be Aware of Hidden Agendas

Chapter 55: Cite as You Write

Chapter 56: Curate Ethically

Chapter 57: Seek Permission, Not Forgiveness

Chapter 58: Understand the Basics of Copyright, Fair Use, and For Attribution

Can I Just Link?

What about Images?

How about Logos and Screenshots?

One Final Point

Chapter 59: Ground Content in Data

Part V: 13 Things Marketers Write

Chapter 60: The Ideal Length for Blog Posts, Podcast, Facebook Posts, Tweets, and Other Marketing Content

How Long Should a Blog Post Be?

Chapter 61: Writing for Twitter

Chapter 62: Writing with Hashtags

Chapter 63: Writing Social Media with Humor

Chapter 64: Writing for Facebook

Chapter 65: Writing for LinkedIn

Chapter 66: Writing Your LinkedIn Profile

Chapter 67: Writing for Email

Chapter 68: Writing Landing Pages

Chapter 69: Writing Headlines

Chapter 70: Writing a Home Page

Chapter 71: Writing the About Us Page

Chapter 72: Writing Infographics That Won't Make People Mock Infographics

Chapter 73: Writing Better Blog Posts

Chapter 74: Writing Annual Reports (or Annual Wrap-Ups)

Part VI: Content Tools

Research and Knowledge Management Tools

Writing Tools

Productivity Tools

Editing Tools

A Few Great Style Guides

Non-Text Writing Tools

Blog Idea Generators

Google Authorship

Image Sources (Or, Stock That Doesn't Stink)

Acknowledgments for Tools

Epilogue

Index

End User License Agreement

Guide

Cover

Table of Contents

Begin Reading

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Praise for Everybody Writes

“Where was this book when I first started writing? Too many people think writing is easy: just put your thoughts down. Nope. Writing is much more dynamic in a world where content is everything and everywhere. In Everybody Writes, Ann Handley does the impossible: she teaches you (and me) how to not only tell better stories, but how to get those stories to connect with an audience. As usual, Handley does what she does best: she overdelivers. If you create content, buy this. If you run a team that creates content, buy everyone a copy. This is one of those books that will always sit within arm's reach of anyone who must come up with ideas.”

—Mitch JoelPresident, Twist Image;Author of Six Pixels of Separation and CTRL ALT Delete

“This book provides marketers from all functions with a deeper understanding of this new era of storytelling and content, and it empowers them to contribute as a creative.”

—Tim WasherSenior Marketing Manager, Cisco

“Many people talk about the need to create great content, and to tell better stories in order to win new business in this social and digital age. So after cowriting the definitive Content Rules, Ann Handley is back to help us all understand how to get it done. Ann shatters the myth that writing is only for trained journalists, and provides amazingly insightful tips on how everyone can tell great stories.”

—Michael BrennerHead of Strategy, Newscred

“Handley gets to the core of why most content doesn't work. More important, she offers real-world, pragmatic advice for fixing it. Everyone who creates content for the Web—text, audio, or video—should read this book.”

—Sonia SimoneChief Content Officer, Copyblogger Media

“In our newly connected world, who would have thought that writing skills would be critical to an individual's future success? Everybody Writes gives you all the tools you need to make writing a core part of your life (and it needs to be). Plus, Ann's stories are incredibly engaging, she makes complex themes simple to understand, and she's just one really nice person (if you needed another reason).”

—Joe PulizziFounder, Content Marketing Institute;Author of Epic Content Marketing

“Great content marketing can't happen without great writing. But way too many marketing teams settle for ‘good enough.’ In this terrific book, Ann Handley shows why that's a fatal mistake and how to avoid making it. A fun, fast read that makes you want to run to your keyboard and tap out a masterpiece. But it's not just for writers, it's for anyone who commissions, edits, or works with writers.”

—Doug KesslerCofounder and Creative Director, Velocity UK

“Everybody Writes is your guide to creating content you can be proud of and that customers will love you for. No one is going to win the content game with average, that's why Everybody Writes is a must-have guide for anyone that creates content.”

—Lee OddenCEO, Top Rank Marketing;Author of Optimize

“Writing is one of the most important skills in marketing today. We all nod along while secretly wondering, ‘How DO we get better at writing?’

Everybody Writes addresses this in an accessible way that no other book has. As always, Ann does this with equal parts humor and heart. You'll laugh as you learn.”

—Nick WestergaardChief Brand Strategist, Brand Driven Digital

“Writing is not an easy task. Writing a book about writing is near impossible, but Ann has done it as only she can. Filled with valuable information, techniques, examples, and smiles—this is the book for anyone who wants their words to have more success.”

—C. C. ChapmanAuthor and storyteller

“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 ScottBest-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 ClarkFounder 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 HalvorsonPresident, 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 MillerSenior 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 AlbeeB2B Marketing Strategist;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 BaerPresident, Convince & Convert;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. DavisAuthor, Brandscaping

Everybody Writes

Your Go-To Guide to Creating Ridiculously Good Content

Ann Handley

Cover image: Evan WH Price (www.evanwhprice.com)

Cover design: Wiley

Copyright © 2014 by Ann Handley. All rights reserved

Portions of Part 5: 13 Things Marketers Write contain excerpts of content authored by Ann Handley and originally published in Entrepreneur® magazine and are being reproduced with permission of Entrepreneur Media, Inc. ©2013-2014 by Entrepreneur Media, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

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ISBN: 978-1-118-90555-5 (cloth)

ISBN: 978-1-118-90559-3 (ebk)

ISBN: 978-1-118-90561-6 (ebk)

Dedication

To Evan, who always trusts his cape.And to Caroline, who does things that scare her.

Foreword

I came to writing reluctantly. My dirty little secret is that I got a D in college English.

I know, I know…so why am I writing a foreword for a book about writing? Because if I can learn to write well, so can you! And as the author of three best-selling books about communicating, I know how powerful great communication can be.

And anyway, do you really have a choice? Shouldn't you be writing better than you probably do now? There is a lot of barfy marketing content out there. It might be accurate, but it's often not interesting.

When I was talked into writing my first book, I set two objectives for myself:

To first believe I could do it, and…

To devour as many books about writing as possible.

That was in 2008. Man, I wish this book was around then.

This book inspires you to become a stronger writer. And it does so with style. In typical Handley fashion, every page will make you laugh, or at least smile. Ann is one of very few writers who can make me feel a cocktail of emotions in a single paragraph.

You should devour this book if you're a communicator, regardless of your title, position, years of experience, or job description. Because everybody writes.

If Strunk and White's The Elements of Style and Stephen King's On Writing had a baby, this would be it.

Be prepared to be delighted and to write better!

—Nancy DuarteOwner, Duarte Design;Author of Slide:ology and ResonateHarvard Business Review Guideto Persuasive PresentationsMountain View, CA

Acknowledgments

Ah. So I see you, too, are one of those people who reads acknowledgments. Welcome, friend. You and I have a lot in common.