{"product_id":"everybody-writes-isbn-9781119854166","title":"Everybody Writes","description":"\u003cp\u003e\u003cb\u003eA hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.) \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn the newly revised and updated edition of \u003ci\u003eEverybody Writes, \u003c\/i\u003emarketer and author Ann Handley improves on her \u003ci\u003eWall Street Journal\u003c\/i\u003e bestselling book that’s helped hundreds of thousands become better, more confident writers. \u003c\/p\u003e\u003cp\u003eIn 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. \u003c\/p\u003e\u003cp\u003eThis new edition also includes: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eAll-new examples, tools, resources\u003c\/li\u003e \u003cli\u003eUpdated step-by-step writing framework\u003c\/li\u003e \u003cli\u003eAdded and expanded chapters that reflect the evolution of content marketing (and evolution of Ann’s thinking about what works today)\u003c\/li\u003e \u003cli\u003eThe same witty and practical how-to approach\u003c\/li\u003e \u003cli\u003eHow to attract and retain customers with stellar online communication\u003c\/li\u003e \u003cli\u003eHow to choose your words well, sparingly, and with honest empathy for your customers\u003c\/li\u003e \u003cli\u003eBest practices and ideas for crafting credible, trustworthy content \u003c\/li\u003e \u003cli\u003e“Things Marketers Write”: The fundamentals of 19 specific kinds of content that marketers like you write\u003c\/li\u003e \u003cli\u003eInspiration. Confidence. Fun.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eIn this book, you’ll discover: \u003c\/p\u003e\u003cp\u003eContent marketing has evolved. Yet writing matters more than ever. \u003c\/p\u003e\u003cp\u003eIn this new edition of \u003ci\u003eEverybody Writes\u003c\/i\u003e, 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. \u003c\/p\u003e\u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eStart Here 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Writing Rules: How to Write Better (and How to Hate Writing Less) 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Everybody Writes 19\u003c\/p\u003e \u003cp\u003e2 Writing Is a Habit, Not an Art 21\u003c\/p\u003e \u003cp\u003e3 How to Keep a Daily Writing Ritual When You Aren’t Feeling It 25\u003c\/p\u003e \u003cp\u003e4 Shake Off School Rules 28\u003c\/p\u003e \u003cp\u003e5 Publishing Is a Privilege 31\u003c\/p\u003e \u003cp\u003e6 Why We Need a Writing Process 33\u003c\/p\u003e \u003cp\u003e7 Introducing the Writing GPS Framework 35\u003c\/p\u003e \u003cp\u003e8 Embrace the Ugly First Draft 44\u003c\/p\u003e \u003cp\u003e9 Draft 2: Cross Out the Wrong Words 48\u003c\/p\u003e \u003cp\u003e10 Draft 3: Swap Places with Your Reader 52\u003c\/p\u003e \u003cp\u003e11 Draft 4: Humor Comes on the Rewrite 55\u003c\/p\u003e \u003cp\u003e12 Develop Pathological Empathy 56\u003c\/p\u003e \u003cp\u003e13 Think Before Ink 61\u003c\/p\u003e \u003cp\u003e14 Fifteen Ways to Organize 65\u003c\/p\u003e \u003cp\u003e15 Start with Dear Mom 68\u003c\/p\u003e \u003cp\u003e16 If You Take a Running Start, Cover Your Tracks 70\u003c\/p\u003e \u003cp\u003e17 Place the Most Important Words at the Beginning of Each Sentence 74\u003c\/p\u003e \u003cp\u003e18 Notice Where Words Appear in Relation to Others Around Them 77\u003c\/p\u003e \u003cp\u003e19 Leads and Kickers 79\u003c\/p\u003e \u003cp\u003e20 Show, Don’t Tell 85\u003c\/p\u003e \u003cp\u003e21 How to Write Funny 92\u003c\/p\u003e \u003cp\u003e22 Use Surprising Analogies, Meaty Metaphors 97\u003c\/p\u003e \u003cp\u003e23 Add Another Sense 103\u003c\/p\u003e \u003cp\u003e24 Add Obvious Structure to a List 105\u003c\/p\u003e \u003cp\u003e25 Approach Writing Like Teaching 108\u003c\/p\u003e \u003cp\u003e26 Keep It Simple— But Not Simplistic 110\u003c\/p\u003e \u003cp\u003e27 Find a Writing Partner 113\u003c\/p\u003e \u003cp\u003e28 Avoid Hot Dog Writing 116\u003c\/p\u003e \u003cp\u003e29 Hire a Human Editor 120\u003c\/p\u003e \u003cp\u003e30 Set a Goal Based on Word Count (Not Time) 123\u003c\/p\u003e \u003cp\u003e31 End on an I- Can’t- Wait- to- Get- Back- to- It Note 125\u003c\/p\u003e \u003cp\u003e32 Deadlines Are the WD- 40 of Writing 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Writing Rules: Grammar and Usage 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e33 Use Real Words 131\u003c\/p\u003e \u003cp\u003e34 Avoid Frankenwords and Words Pretending to Be Something They’re Not 133\u003c\/p\u003e \u003cp\u003e35 Don’t Use Weblish (Words You Wouldn’t Whisper to Your Sweetheart in the Dark) 135\u003c\/p\u003e \u003cp\u003e36 Default to the Present Tense 136\u003c\/p\u003e \u003cp\u003e37 Choose Active Voice Over Passive Voice 139\u003c\/p\u003e \u003cp\u003e38 Ditch Weakling Verbs 141\u003c\/p\u003e \u003cp\u003e39 Adverbs Aren’t Necessary (Usually) 143\u003c\/p\u003e \u003cp\u003e40 Use Clichés Only Once in a Blue Moon 146\u003c\/p\u003e \u003cp\u003e41 “Mistakes Were Made.” Avoiding These Simple Mistakes Will Make You Look and Feel Smarter Instantly 149\u003c\/p\u003e \u003cp\u003e42 Words We Always Get Wrong 154\u003c\/p\u003e \u003cp\u003e43 Grammar Rules Made to Be Broken 164\u003c\/p\u003e \u003cp\u003e44 Limit Moralizing 168\u003c\/p\u003e \u003cp\u003e45 Eggcorns and Mondegreens 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Voice Rules 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e46 Sweat the Smallest Stuff 177\u003c\/p\u003e \u003cp\u003e47 What’s Brand Voice? 180\u003c\/p\u003e \u003cp\u003e48 How to Develop Your Brand Voice 182\u003c\/p\u003e \u003cp\u003e49 Four Powerful Places to Apply Brand Voice 190\u003c\/p\u003e \u003cp\u003e50 Voice Doesn’t Change, Tone Does 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Story Rules 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e51 The Six Elements of a Marketing Story 197\u003c\/p\u003e \u003cp\u003e52 Your Brand Story: Tell The Story Only You Can Tell 201\u003c\/p\u003e \u003cp\u003e53 Product Story: Make Your Customer the Hero 206\u003c\/p\u003e \u003cp\u003e54 The Rudolph Framework in Action 214\u003c\/p\u003e \u003cp\u003e55 Hermit Crab Content 219\u003c\/p\u003e \u003cp\u003e56 Innovation Is About Brains, Not Budget 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Publishing Rules 223\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e57 Share News That’s Really News 227\u003c\/p\u003e \u003cp\u003e58 Biased and Balanced 229\u003c\/p\u003e \u003cp\u003e59 Brands as Media Companies 231\u003c\/p\u003e \u003cp\u003e60 Should You Ungate Your Content? 235\u003c\/p\u003e \u003cp\u003e61 Memes, Trends, Newsjacking 239\u003c\/p\u003e \u003cp\u003e62 Better Interviews with These Nonobvious Tips 247\u003c\/p\u003e \u003cp\u003e63 Check Your Facts 252\u003c\/p\u003e \u003cp\u003e64 A Mind- Like- Water Mindset 254\u003c\/p\u003e \u003cp\u003e65 Seek Out the Best Sources 256\u003c\/p\u003e \u003cp\u003e66 Beware of Hidden Agendas 257\u003c\/p\u003e \u003cp\u003e67 Credible Data 258\u003c\/p\u003e \u003cp\u003e68 Cite as You Write 260\u003c\/p\u003e \u003cp\u003e69 Curate Ethically 265\u003c\/p\u003e \u003cp\u003e70 Seek Permission, Not Forgiveness 270\u003c\/p\u003e \u003cp\u003e71 The Basics of Copyright, Fair Use, and For Attribution 273\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI 20 Things Marketers Write 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e72 The New Ideal Length for Every Piece of Content 279\u003c\/p\u003e \u003cp\u003e73 Writing Direct Response Email 282\u003c\/p\u003e \u003cp\u003e74 Why You Need an Email Newsletter 289\u003c\/p\u003e \u003cp\u003e75 Writing an Email Newsletter 292\u003c\/p\u003e \u003cp\u003e76 Writing a Home Page 304\u003c\/p\u003e \u003cp\u003e77 Writing the About Us Page 310\u003c\/p\u003e \u003cp\u003e78 Writing Landing Pages 312\u003c\/p\u003e \u003cp\u003e79 Writing Headlines 317\u003c\/p\u003e \u003cp\u003e80 Writing Infographics 323\u003c\/p\u003e \u003cp\u003e81 Writing for Video 327\u003c\/p\u003e \u003cp\u003e82 Writing for Social Media 330\u003c\/p\u003e \u003cp\u003e83 Writing Image Captions 338\u003c\/p\u003e \u003cp\u003e84 Writing with Hashtags 343\u003c\/p\u003e \u003cp\u003e85 Writing Your LinkedIn Profile 347\u003c\/p\u003e \u003cp\u003e86 Writing for LinkedIn 351\u003c\/p\u003e \u003cp\u003e87 Writing About Hard Stuff 357\u003c\/p\u003e \u003cp\u003e88 Writing a Bolder Boilerplate 362\u003c\/p\u003e \u003cp\u003e89 Writing Speech Descriptions 365\u003c\/p\u003e \u003cp\u003e90 Writing a Sales Letter 369\u003c\/p\u003e \u003cp\u003e91 Ghostwriting 373\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII Content Tools 377\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAcknowledgments for Tools 393\u003c\/p\u003e \u003cp\u003eEpilogue 395\u003c\/p\u003e \u003cp\u003eNotes 397\u003c\/p\u003e \u003cp\u003eIndex 407\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eANN HANDLEY\u003c\/b\u003e is a \u003ci\u003eWall Street Journal\u003c\/i\u003e bestselling author focused on helping businesses worldwide escape marketing mediocrity to ignite tangible results. Her work has appeared in \u003ci\u003eEntrepreneur\u003c\/i\u003e, the \u003ci\u003eWall Street Journal\u003c\/i\u003e, NPR, Chicago Public Radio, and the \u003ci\u003eFinancial Times\u003c\/i\u003e. IBM named her one of seven people shaping modern marketing. More than 50K people subscribe to her popular email newsletter. \u003c\/p\u003e\u003cp\u003eShe is the world’s first Chief Content Officer, a principal at training and education company MarketingProfs, and a regular speaker at events globally.  \u003c\/p\u003e\u003cp\u003eAnn is also a mom, dog person, and writer. Her favorite food is kale salad. But don’t hold that against her.    \u003c\/p\u003e\u003cp\u003e\u003ci\u003eEverybody Writes\u003c\/i\u003e is your essential guide to becoming a masterful marketer, writer, and storyteller. \u003c\/p\u003e\u003cp\u003eWe think the ability to write well is a gift bestowed on a lucky few. But that’s not true. Writing well is part habit, part knowledge, and part giving a damn.  \u003c\/p\u003e\u003cp\u003eWe are all capable of better writing \u003ci\u003eand\u003c\/i\u003e better marketing. If only we had a clear approach and some useful go-to techniques. If only we knew exactly what would take our writing and storytelling to new heights.  \u003c\/p\u003e\u003cp\u003eAnn Handley, one of the world’s leading experts on marketing and business writing, packs \u003ci\u003eEverybody Writes\u003c\/i\u003e with proven strategies, fresh frameworks, and fun examples.  \u003c\/p\u003e\u003cp\u003eThis brand-new, expanded edition offers you practical, step-by-step writing insight and storytelling approaches that you can put to work right away to transform your writing… and your business.  \u003c\/p\u003e\u003cp\u003eYou’ll discover the resources you need to tell better stories, connect with your customers, transform your business—and have fun doing it.  \u003c\/p\u003e\u003cp\u003eIt’s your essential guide to becoming a masterful marketer, writer, and storyteller… \u003cb\u003ewith a voice that’s all yours. \u003c\/b\u003e\u003cbp\u003e \u003cp\u003eInside you’ll discover:  \u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe resources you need to write ridiculously well—with a goal of creating deeper, richer customer relationships\u003c\/li\u003e \u003cli\u003eThe joy and value of great writing (a clear, proven writing process) \u003c\/li\u003e \u003cli\u003eThe way to create a unique brand voice\u003c\/li\u003e \u003cli\u003eStrategies for telling original stories that could come only from you\u003c\/li\u003e \u003cli\u003eSpecific approaches to the top 20 types of content that marketers write\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eEverybody Writes\u003c\/i\u003e will reshape how you think about your writing. It’ll transform how you market, and how your customers respond to your marketing. \u003c\/p\u003e\n\u003cp\u003eWe are all capable of producing good writing.  \u003c\/p\u003e\n\u003cp\u003eWe all have the magic within us.  \u003c\/p\u003e\n\u003cp\u003eBe the writer you’ve always wanted to be. Start creating content your audience will love.    \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eDISCOVER HOW TO WRITE RIDICULOUSLY WELL\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003ePacked with proven strategies, fresh frameworks, and fun examples, \u003ci\u003eEverybody Writes\u003c\/i\u003e will teach you how to create your best work.  \u003c\/p\u003e\n\u003cp\u003eIt’s your essential guide to becoming a masterful marketer, writer, and storyteller.  \u003c\/p\u003e\n\u003cp\u003e“Funny, insightful, and profoundly transformational. You can’t say that about any other book about the craft of becoming a better writer and a more brilliant marketer.”\u003cbr\u003e\u003cb\u003e —Andrew Davis, author and keynote speaker\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e“Writing is a skill, not a talent. That’s great news, because it means it can be learned. And who better to teach you the craft of commercial and professional writing than Ann Handley. This book will go a long way to helping you share your ideas and make an impact.”\u003cbr\u003e\u003cb\u003e —Seth Godin, author, \u003ci\u003eThis Is Marketing\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e“I never thought \u003ci\u003eEverybody Writes 2\u003c\/i\u003e could top the original, but it does. With apologies to \u003ci\u003eTop Gun: Maverick\u003c\/i\u003e, this is the best sequel. Absolutely indispensable! Buy a copy for all people who use words for any reason.”\u003cbr\u003e\u003cb\u003e —Jay Baer, author, \u003ci\u003eHug Your Haters\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e“There is no better way to become an exceptional writer than to spend a few hours inside of Ann Handley’s head. \u003ci\u003eEverybody Writes\u003c\/i\u003e v.2 (it’s 43.5% funnier) allows you to do just that and more. I LOVED every minute of it. It’s a must for anybody…because everybody writes! side.”\u003cbr\u003e\u003cb\u003e—Ahava Leibtag, President, Aha Media Group\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e“This clear-sighted framework will teach you to be a better writer. It makes this daunting topic so approachable, that I got excited just to write this blurb. No joke. side.”\u003cbr\u003e\u003cb\u003e —Andy Crestodina, Co-Founder and CMO, Orbit Media Studios\u003c\/b\u003e \u003c\/p\u003e\n\u003cp\u003e“Here it is—the modern writer’s handbook, finely tuned to meet the needs of today’s extremely weird world. This book is the coach, cheerleader, and no-nonsense friend every writer should have by their side.”\u003cbr\u003e\u003cb\u003e —Beth Dunn, Marketing Fellow at HubSpot\u003c\/b\u003e\u003c\/p\u003e\u003c\/bp\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989173584101,"sku":"NP9781119854166","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119854166.jpg?v=1761783087","url":"https:\/\/k12savings.com\/es\/products\/everybody-writes-isbn-9781119854166","provider":"K12savings","version":"1.0","type":"link"}