Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

If you had two days to learn everything about how to write killer marketing content, but could only choose one resource, glom onto Ann Handley’s Everybody Writes. Everybody Writes: Your Guide to Creating Ridiculously Good Content is Handley’s second book, following Content Rules, the New York Times best seller she coauthored with C.C. Chapman. She’s also the chief content officer of MarketingProfs, the well-known training and education company. Full disclosure: I’m a big fan of Handley’s work, having read and used her first book as a resource for a master’s thesis a few years ago. I also saw her deliver a memorable keynote at a content strategy conference. That said, I’ll keep my viewpoints as objective as possible, but I bet this book makes it on to your “must read” list. If you’re a marketer and create content for a living, this book should be mandatory reading. Why this book? Handley wants to “wage war on content mediocrity.” She says “Ninety-three percent of business-to-business companies are using content in their marketing mix. Yet, nearly half of B2B companies struggle to develop content that engages.” Today, content marketing pundits harp that we all need to be storytellers. And why not? Readers (customers and prospects) easily forget facts, but recall a good yarn in the right context. Handley offers this raison d'être for all content marketing pros: “What matters now isn’t storytelling: what matters is telling a true story well.” The quintessential how-to This is one of the most useful books on writing I’ve read. You’ll be able to put its principles into action immediately and improve your writing. Handley’s predilection for how-to books was one of the reasons that drove her to write this book in the first place. She says there are already many excellent books on writing, “but they aren’t very how-to or prescriptive. (Which is always my bias. I like how-to advice. I don’t know what to do with more high-level, other than to wish it were more how-to.) Alternatively, much of what passes for writing advice gets too deep in the weeds of writing construction. Great if you’re looking to up your score on the SATs, not so awesome if you just need some guidance on how not to sound like an idiot when you craft this week’s customer mailing.” The author followed her own writing advice in how she organized the book. It’s chopped into pithy, short sections and chapters with colorful titles, and digestible paragraphs. Plenty of graphics and Handley’s casual, sometimes funny style, make the 300-page book easy to plow through. Everybody Writes is divided into five parts: Part I: Writing Rules: How to write better (and how to hate writing less) Part II: Writing Rules: Grammar and Usage Part III: Story Rules Part IV: Publishing Rules Part V: 13 Things Publishers Write Part VI: Content Tools In the first few parts of the book, the author teaches you how to be a better writer by urging you to ditch your bad habits and get started on good ones. Some of her advice is not that new—active vs. passive voice—but remind us what the tenets are of good writing. She reminds us how marketing writing differs from most other genres in a chapter titled Develop Pathological Empathy. “Empathy for the customer experience should be at the root of all your content.” What matters most, she says, is the content must solve customer problems. Handley’s book is brimming with aphorisms, titles and tips that are just too numerous to name them all here. Here’s a list of my favorites: • Writing is a habit, not an art • Show, don’t tell • Shed high school rules—Yes, you can begin a sentence with and or but. • Utility x inspiration x empathy = quality content • Ban frankenspeak (buzzwords) like solopreneur, ginormous, etc. • Ditch weakling verbs • Be rabid about readability—use bulleted lists, subheads and short paragraphs • Use analogies to make your writing more colorful—instead of the leaves of the pumpkin plant are huge, say the pumpkin leaves are the size of trash-can lids, covering pumpkins the size of beer kegs. Another one of my favorite sections of the book is Part VI: Content Tools. Think of this as an enormous toolbox stuffed with dozens of gadgets and 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) Finally, when it comes to telling true stories well, Handley implores us to speak from the heart (and get rid of buzzwords). She quotes author Neil Gaiman who says “Start telling the stories only you can tell, because there’ll always be better writers than you and there’ll always be smarter writers than you. There will always be people who are much better at doing this or doing that—but you are the only you.” “What sets you apart? What’s unique about your story?” Read this book …write killer marketing content and start telling true stories well.

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!

Ann Handley writes a nice, short book about writing more clearly and effectively with good tips. The book title "Everybody Writes" is true, yet technology has turned a lot of us into drones who get lazy waiting for Microsoft Word, Grammarly or another spelling/grammar checker to identify our mistakes. 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.

This is a text for a course I am talking. It is an easy read, compared to the textbooks I am used to. Ann Handley provides useful tips to creating great content, relates it not only to business but to other forms of writing, and she includes humour. I like that she provides readers with additional resources to further our knowledge. I would and have recommended this book to other writers and will keep this book close-by to refer back to.

The book reads easy but somehow I get the impression that some chapters are very thoughtful written and others were constructed in a hurry. Overall quite good but it didn't blow me away.

Me encanta el tono de voz que usa para escribir!! El libro puede parecer un poco gordo ya que tiene casi 300 páginas, pero se te hace super ameno leerlo y va al grano de lo que quieres aprender :"cómo escribir mejor" Estoy muy contenta de tenerlo. Es un mina de oro :))

This book has great ideas for blog writing, social media marketing, article writing and more with a sense of humour to keep you chuckling whilst you read. Sell your brand with this guide to better online writing. You will attract more customers and keep hold of your existing ones. However, I bought it as a guide to hobbyist non-fiction writing and I still learned beneficial ideas. The section on blog posting and social media I found particularly good with plenty of tips to get your message across to your audience. The first part of the book helps you plan out an article better and there is also a section to help you with grammar. These books can be ‘yawn’ material and they don't grip us like a good novel. They are there to teach us and sometimes that isn't engaging but Handley’s sense of humour keeps you entertained throughout the whole book. I would definitely recommend the book to marketers but also blog writers and hobbyists can definitely learn something here too.

This book is a really good guide for everyone to write better and to write with a useful meaning. I like how this book teaches every part or activity for writers and beginner writers. I'm a writer in Spanish, but this book helped me alot with some tips that can be applied in other languages.