Chief Content Officer at MarketingProfs, author of Everybody Writes
Communication
Writing is thinking. Get the thoughts out without judging them, then edit for one single reader rather than an audience.
the ability to write is to think about what it is that you want to say and frame it in a way that's interesting for somebody else
Ann Handley
splits writing into two passes and drops the quality bar on the first to zero. Get the thoughts out without judging them, then shape what came out for one specific reader. The blank page is what happens when you try to do both at once.
attacks the same anxiety from the other end. Set a timer for 33 minutes and 33 seconds and forbid yourself everything except the copy, with no obligation to write a word. Boredom does the recruiting, because writing becomes the most interesting thing left in the room.
From The Ugly First Draft
The 12-Step Writing GPS
A complete end-to-end writing process that takes content from initial goal-setting through publication. The framework treats writing as a systematic craft rather than an…
Empathy-First Content Framework
Start with empathy. Continue with utility. Improve with analysis. Optimize with love. This four-phase framework ensures content is built on understanding the reader's…
Everybody Writes / Total Annarchy Newsletter
Brand Storytelling Framework (The Rudolph Method)
Every brand story needs a hero, an enemy, and a transformation. Using the Rudolph the Red-Nosed Reindeer narrative as an analogy, Handley shows that effective brand…
MarketingProfs / Brand Storytelling Talks
Shed high school rules. There is no one right way to write. The rigid formulas you learned in school are training wheels, not permanent fixtures.
Applies when writers feel paralyzed by grammar perfectionism or rigid structure rules that prevent them from finding their authentic voice.
Follow a writing GPS. Before you write, know your goal, your audience, and the path you intend to take. Having a sense of direction makes the journey less anxious and the result more focused.
Use before starting any piece of content. Define who you are writing for, what you want them to do, and why it matters to them before you draft a single sentence.
Show, don't just tell. Your content should show how your product or service lives in the world, not merely describe features.
Applies to marketing copy, case studies, product pages, and any content where the goal is to demonstrate value rather than claim it.
If your first draft does not embarrass you, you did not write freely enough. The uglier the first draft, the more raw material you have to sculpt in revision.
Applies during the drafting phase. The internal discomfort of a messy first draft is a signal that you are generating material honestly rather than self-editing…
Count the 'you's versus the 'we's on any page. If 'we' outnumbers 'you,' rewrite. Reader-centric content talks about the reader, not the brand.
A quick diagnostic for any webpage, email, or marketing asset. Provides an objective, quantifiable measure of reader-centricity.
Everybody Writes / MarketingProfs Talks
If you would not send it to a specific person you know, do not send it to your entire email list. The personal test is the quality bar for newsletters.
Applies before hitting send on any newsletter or email campaign. If the content would not feel valuable as a personal email, it will not feel valuable as a broadcast.
Total Annarchy Newsletter
Writing is the backbone of all content marketing. Every digital touchpoint starts with words, and the quality of those words determines the quality of the relationship with your audience.
In an era of multimedia content, it is tempting to deprioritize writing. But even videos need scripts, podcasts need outlines, and social posts need copy. Writing…
Practice relentless empathy for your audience. The best content starts with deep understanding of the reader's needs, fears, and desires, and is written to serve those needs above all else.
Self-serving content is invisible to audiences who are constantly filtering for relevance. Empathy is not a soft skill; it is the strategic foundation of content that…
Everybody Writes / Total Annarchy Newsletter
Good writing is a habit, not a gift. Consistent practice, a reliable process, and willingness to write badly at first are what produce excellent content, not innate talent.
The myth of the talented writer creates learned helplessness in marketers who believe they cannot write. By reframing writing as a practiceable craft with a repeatable…
