- Hardcover: 320 pages
- Publisher: Wiley; 1 edition (September 15, 2014)
- Language: English
- ISBN-10: 1118905555
- ISBN-13: 978-1118905555
- Product Dimensions: 6.1 x 1.2 x 9 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 269 customer reviews
- Amazon Best Sellers Rank: #15,794 in Books (See Top 100 in Books)
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Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content Hardcover – September 15, 2014
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From the Inside Flap
If you have a website, you are a publisher. If you are on socialmedia, you are in marketing. And that means that we are all relyingon our words to carry our marketing messages. We are allwriters.
Everybody Writes is your go-to guide to attracting andretaining customers through stellar online communication, becausein our content-driven world, every one of us is a writer.
Yeah, but who cares about writing anymore? In a time-challengedworld dominated by short and snappy, by click-bait headlines andTwitter streams and Instagram feeds and gifs and video and Snapchatand YOLO and LOL and #tbt … does the idea of focusing onwriting seem pedantic and ordinary?
Actually, writing matters more now, not less. Our online wordsare our emissaries; they tell our customers who we are.
Our writing can make us look smart or it can make us lookstupid. It can make us seem fun, or warm, or competent, ortrustworthy. But it can also make us seem humdrum ordiscombobulated or flat-out boring. That’s true whetheryou’re writing a listicle or the words on a SlideShare deckor the words you’re reading right here, right now…
So you’ve got to choose words well—and write witheconomy and style and honest empathy for your customers. And thatmeans you have to put a higher value on an often overlooked skillin content marketing: how to write, and how to tell a true storyreally, really well.
Being able to communicate well in writing isn’t just nice;it’s necessary. And it’s also the often overlookedcornerstone of nearly all our content marketing.
In Everybody Writes, top marketing veteran Ann Handleygives expert guidance and insight into the process and strategy ofcontent creation, production, and publishing with practical how-toadvice designed to get results.
These lessons and rules she lays out apply to all of your onlinecontent—your Web pages, home pages, landing pages, blogs,emails, marketing offers, and to your posts and updates onFacebook, Twitter, LinkedIn, and other social media.
Everybody Writes is designed to be your go-to guide forcreating or publishing any kind of online content—whetheryou’re working for a big brand or a small business… oryourself.
From the Back Cover
PRAISE FOR EVERYBODY WRITES
“Throw the others away because this is the only guide youneed to elevate your content to the level of awesomeness! Withwisdom and an infective wittiness, Ann shows you how to take yourwriting from awkward or awful to electric or elegant. She’syour favorite teacher, cracking you up while her tough love getsyou to do the work to improve. Even though I’ve written 10books, I still learned a great deal in these pages and nowI’m eager to flex my newfound content creationmuscles.”
—David Meerman Scott, best-selling author of TheNew Rules of Marketing and PR
“The alternate click-bait title of Ann’s great newbook could have been 73 Ways to Improve Your Writing and Conquerthe 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 platformsare a waste of space without smart, useful content. AnnHandley’s new book helps make every bit of contentcount—for your customers and your bottom line.”
—Kristina Halvorson, President, Brain Traffic
“I just glanced at the table of contents and I’malready a better writer. Ann Handley might just single-handedlysave the world from content mediocrity. Really, really ridiculouslygood-looking content just got an owner’s manual.”
—Jason Miller, Senior Content Marketing Manager,LinkedIn
“Let’s face it, writing is not optional fortoday’s marketer. Ann’s witty take on what works andwhat doesn’t will help you master business writingand—more importantly—have fun while you’re doingit!”
—Ardath Albee, B2B Marketing Strategist and Author,eMarketing Strategies for the Complex Sale and DigitalRelevance (coming in 2015)
“Useful to the extreme, Everybody Writes is thefirst must-read book on the subject since Stephen King’sOn Writing. Bursting with ways to improve your short andlong-form content, it’s too good to be skimmed. This bookshould be included with every keyboard sold, like a combo pack ofcommunication clarity. You’ll be a better writer by page 15.By the end of this book, you’re thinking about givingSteinbeck a run for his money. I passionately recommendEverybody Writes.”
—Jay Baer, President, Convince & Convert, andAuthor, Youtility
“Finally, a sensible writing guide for a digital age!Everybody Writes is a unique blend of how-to-write rules andwhat-to-write revelations. Whether you are overhauling youreveryday communication or sitting down to write a book, AnnHandley’s irreverent style and inspirational wisdom willtransform the way you write. Move over Strunk & White,Everybody Writes is the creative resource for a newgeneration.”
—Andrew M. Davis, Author, Brandscaping
Top customer reviews
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I found the author's style to be entertaining and insightful as well as practical. One mere example among hundreds is her formula for judging the impact of your writing: "Utility × Inspiration × Empathy = Quality Content." Her point: you have to perform well in all three areas; if you score a zero for any one of these factors... well, you can do the math.
Part I reviews much of what I already knew about the process of writing. She covers not only the key steps in the writing process, but also offers detailed insights into refining and improving your copy. Part I contains great advice for people who don't know how to approach the task of writing, and it's laid out in a way that's easy to understand and remember.
Part II, about grammar and usage, offers lots of "Do this" and "Don't do that" advice. If you're a good writer already, then you'll find this section a refreshing, funny reminder about all the ways that we can go wrong with words. But if you're not as good a writer as you'd like to be, you'll learn a lot about giving your language more impact and power.
Part III is the briefest section, but with some powerful advice about crafting a great story.
Part IV contains lots of practical advice about what to write and how to write it. You'll find lots of detailed suggestions, such as how to properly cite others' work within your own. I particularly liked her chapter entitled, "See Content Moments Everywhere," which will open your eyes to the opportunities all around you for interesting stories that will help your brand punch above its weight. (And that's just one example of 15 subjects she covers in this section.)
But Part V – wow! It alone was worth ten times the price of the book. She gives point-by-point guidance for 13 different types of content that marketers create, such as blog posts, tweets, emails, headlines, home pages, infographics, and more. Nearly every marketer will learn something on every page of this section, no matter how experienced you are. I expect to return to this section again and again.
Part VI concludes with a list of pointers to various types of tools and resources that writers will certainly find useful.
With so many wonderful resources available to marketing writers today, especially content marketers, it takes a lot to stand out above the crowd. But in Ann Handley's "Every Writes," she delivers one of the most useful pieces I've seen.
Full of humor and examples, Handley gives examples of long, ponderous sentences and paragraphs found in blogs, websites, emails and offline prose. Then she demonstrates how to clean up long-winded sentences, eliminate cliches, remove unnecessary words and avoid cliches. Handley even confirms what my grade school teacher taught me about leaving out the last comma in a series (i.e. "ham, beef and chicken"), despite Grammarly's insistence on putting a comma before the last word in a list.
Writers can learn much of Handley's advice from other books and authors--E.B. White, in particular--but you'll miss the humor and wit of her book. So if you want to put more punch in your emails, letters and blog posts, I recommend this book. It's short, full of examples and suggested resources, and will make you WANT to write with greater impact.