Everybody Writes

Ann Handley 지음

Wiley 2014년 09월 02일 출간

작품소개

책소개

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 app

목차

ForewordIntroduction'But I&'m not a writer.'What is content?Why We Need to Wage a War on Content Mediocrity (Or, Why This Book?)Part 1. Writing Rules: How to Write Better (and How to Hate Writing Less)1. Everybody writes.2. Writing is a habit, not an art.3. Shed high school rules.4. Regard publishing as a privilege.5. Place the most important words (and ideas) at the beginning of each sentence.6. Follow a writing GPS.7. The more the think, the easier the ink.8. Organize: Relax, you&'ve got this.9. Embrace The Ugly First Draft.10. Swap places with your reader.11. Humor comes on the rewrite.12. Develop pathological empathy.13. “Cross out the wrong words.”14. Start with “Dear Mom…”15. If you take a running start, cover your tracks.16. Notice where words appear in relation to others around them.17. “A good lede invites you the party and a good kicker makes you wish you could stay longer.”18. Show, don&'t tell.19. Use familiar, yet surprising, analogies.20. Approach writing like teaching.21. Find a writing buddy.22. Avoid writing by committee.23. Hire a great editor.24. Be rabid about readability.25. End on an I-can&'t-wait-to-get-back-to-it note.26.& Set a goal based on word count (not time).27. Deadlines are the WD-40 of writing.Part 2. Writing Rules: Grammar and Usage28. Use real words.29. Avoid Frankenwords, obese words, and words pretending to be something they&'re not.30. Don&'t use "Weblish"&m-words you wouldn&'t whisper

작가정보

저자(글) Ann Handley