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
“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