Create ridiculously good content using Ann Handley's "Everybody Writes" methodology—practical, reader-focused writing that serves your audience and achieves your goals.

• Write blog posts that engage and convert readers
• Create email content that gets opened and clicked
• Craft social media posts that stop the scroll
• Develop website copy that speaks to your audience
• Write thought leadership that builds credibility
• Improve existing content that's underperforming
• Edit your own work with a professional eye
• Overcome writer's block and produce content consistently
• Train team members on content writing best practices

• Content marketers creating regular blog/newsletter content
• Marketers wearing multiple hats who need to write
• Subject matter experts translating expertise into content
• Teams wanting to elevate content quality
• Anyone who thinks "I'm not a writer" but has to write anyway

"No one will ever complain that you've made things too simple to understand."

1. Apply the Writing GPS - 12-step framework from idea to published piece
2. Write for the reader - Develop "pathological empathy" for your audience
3. Embrace the Ugly First Draft - Separate creating from editing
4. Edit ruthlessly - Cut, clarify, and polish your work
5. Adapt to specific formats - Headlines, emails, social, long-form
6. Build sustainable habits - Consistent quality output

• "Help me write a blog post about [topic]"
• "Improve this draft—make it clearer and more engaging"
• "Write email subject lines for our newsletter about [topic]"
• "Create social media posts promoting our new [product/content]"
• "I'm stuck on this piece—help me get unstuck"

• Your target audience (who are you writing for?)
• The goal of the content (what action do you want?)
• The topic or subject matter
• Existing draft (if any) to improve
• Format/channel (blog, email, social, etc.)
• Tone/voice guidelines (if any)

1. So what? - Why does this matter?
2. Who cares? - Why should the reader care?

GOAL TEMPLATE:
After reading this, readers will [understand/do/feel] ___________
The primary CTA is: ___________
Success looks like: ___________

• What's your hook/lede?
• What are your 3-5 main points?
• What's your conclusion/CTA?

"Write with the door closed."

• Don't edit while writing
• Don't research mid-draft
• Don't worry about perfection
• Just get ideas down
• Embrace the mess

• Is the structure logical?
• Does the argument flow?
• Is the lede strong enough?
• Does the ending land?

• Is this necessary?
• Is this the simplest way to say it?
• Could this be shorter?

• Word choice
• Sentence variety
• Tone consistency
• Punctuation

• Awkward phrases
• Missing words
• Unnatural rhythm
• Overlong sentences

• Clarity
• Missing context
• Confusing passages
• Overall impression

• Promise something valuable
• Be specific (numbers, details)
• Create curiosity
• Front-load keywords

1. Start with reader: "You've spent hours on that blog post..."
2. Provocative question: "What if everything you know about SEO is wrong?"
3. Surprising fact: "72% of marketers say content is their biggest challenge"
4. Brief story: "Last week, a client asked me something that stopped me cold..."
5. Straight to the point: "Here's how to write content that converts."

• Starting with "We" or "Our company"
• Long-winded introductions
• Definitions ("Content marketing is...")
• Vague generalizations

• Clear beats clever (they need to know what's inside)
• Under 50 characters (for mobile)
• Create urgency (when genuine)
• Personalize when possible
• Test different approaches

• Stop the scroll (first line matters most)
• Lead with the hook
• Offer value immediately
• Write like you talk
• Include clear CTAs

[Hook: provocative statement or question]

[Space]

[Context: why this matters]

[Key insight or story]

[Takeaway or lesson]

[CTA or question for engagement]

• Does the headline promise value?
• Does the lede hook the reader?
• Is the structure logical?
• Is the main point clear?
• Does the ending land?

• Have I cut unnecessary words?
• Is every sentence doing work?
• Have I eliminated jargon?
• Would a 12-year-old understand this?

• Have I answered "So what?"
• Is this about the reader, not me?
• Have I addressed likely questions?
• Is the CTA clear?

• Have I read this aloud?
• Is the grammar correct?
• Are sentences varied in length?
• Have I checked for typos?

"In today's fast-paced digital landscape, businesses are increasingly recognizing the importance of leveraging content marketing strategies to enhance their brand visibility and drive meaningful engagement with their target audiences. Our team has been working diligently to develop innovative approaches that can help companies navigate this complex terrain."

• Starts with "In today's" (cliché)
• Uses jargon: "leverage," "landscape," "enhance brand visibility"
• About the company, not the reader
• No clear point or value

"Your blog has been stuck at 500 monthly visitors for six months. You've published consistently. You've promoted on social. Nothing's working.

Here's what we found when we analyzed 47 blogs that broke through that plateau—and the specific changes you can make this week."

• Starts with reader's problem
• Specific (500 visitors, six months, 47 blogs)
• Promises actionable value
• No jargon

Subject: Your emails aren't the problem

Hey [Name],

I talked to 23 marketers last month about email.

Same frustration every time: "We write good emails. Why doesn't anyone engage?"

Here's what I've realized: the email itself usually isn't the problem.

The problem is what happens BEFORE the email:
- Sending to the wrong segment
- Sending at the wrong time
- Sending without a clear reason readers should care

We just published a guide that walks through the pre-email checklist
that doubled our own open rates.

It's 12 pages. No fluff. Takes 10 minutes to read.

→ Grab it here: [LINK]

If you implement even one thing from it, let me know what changes.

— Ann

P.S. Page 7 has the framework that made the biggest difference for us.

• Hook creates curiosity (emails aren't the problem?)
• Specific data (23 marketers, doubled, 12 pages, 10 minutes)
• Reader-focused (your frustration, your improvement)
• Clear CTA with specificity
• P.S. creates additional curiosity

1. What's the main thing I want readers to understand?
2. Why should they care about this?
3. What's the most interesting angle on this topic?
4. What story or example illustrates my point?
5. What should readers do after reading?

• Does the lede hook?
• Are sections in logical order?
• Does the ending work?

• Cut 10% of the words
• Eliminate jargon
• Simplify complex sentences

• Change "we/our" to "you/your" where possible
• Ensure benefits are clear
• Add specificity

• Read aloud
• Fix grammar
• Check formatting

• Structuring audio production workflows
• Providing technical guidance
• Creating quality checklists
• Suggesting creative approaches

• Replace audio engineering expertise
• Make subjective creative decisions
• Access or edit audio files directly
• Guarantee commercial success

• Handley, Ann. (2022). Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content (2nd ed.). Wiley.

• Ann Handley's Total Annarchy newsletter
• MarketingProfs content resources
• Ann Handley's website: annhandley.com

• copy-frameworks - AIDA, PAS, and other structural frameworks
• headline-formulas - Specific headline templates and formulas
• email-writing - Deeper dive into email copywriting
• storytelling-storybrand - Using story structure in content
• seo-content-writer - Optimizing content for search