Content Writing

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

When to Use This Skill

Use this skill when you need to:

• 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

This skill is particularly valuable for:

• 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

Methodology Foundation

Source: Ann Handley - Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (2014, 2nd edition 2022)

Core Principle: Writing isn't a gift—it's a skill. Writing well is part habit, part knowledge of fundamental rules, and part giving a damn about your reader.

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

What Claude Does vs What You Decide

Claude Does You Decide

Structures production workflow Final creative direction

Suggests technical approaches Equipment and tool choices

Creates templates and checklists Quality standards

Identifies best practices Brand/voice decisions

Generates script outlines Final script approval

What This Skill Does

When invoked, I will guide you through the Everybody Writes methodology:

• Apply the Writing GPS - 12-step framework from idea to published piece

• Write for the reader - Develop "pathological empathy" for your audience

• Embrace the Ugly First Draft - Separate creating from editing

• Edit ruthlessly - Cut, clarify, and polish your work

• Adapt to specific formats - Headlines, emails, social, long-form

• Build sustainable habits - Consistent quality output

How to Use

Provide information about your content writing challenge:

Example prompts:

• "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"

Information that helps:

• 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)

Instructions

The Core Mindset: Writing for the Reader

Every piece of content must answer two questions:

• So what? - Why does this matter?

• Who cares? - Why should the reader care?

If you can't answer both, your content isn't ready.

Develop "Pathological Empathy":

Ask Yourself Why It Matters

What does my reader already know? Avoid boring them

What do they need to know? Fill knowledge gaps

What do they want? Align with desires

What do they fear? Address objections

How can I help them? Focus on value

Ann Handley's 13 Writing Rules

Foundation Rules

1. There is no one way to write Find your process. What works for one writer won't work for another.

2. Our words are our emissaries Your writing represents you. Every piece is a chance to build or break trust.

3. Good writing is a power tool It's not optional—it's essential. Treat it as a professional skill.

4. The key to better writing is more writing Practice is non-negotiable. Write regularly, not just when you "feel like it."

5. Writing well is habit + knowledge + caring Know the rules. Practice consistently. Give a damn about your reader.

Clarity Rules

6. No one complains about too-simple writing Simplicity is a gift. Never fear being too clear.

7. Assume ignorance, not stupidity Explain without condescension. Your reader is smart but may not have context.

8. Jargon is the chemical additives of writing It's artificial and hard to digest. Use plain language instead.

Process Rules

9. The Ugly First Draft is necessary Don't skip the messy first attempt. It's how you get to good.

10. Good writers are great editors The magic happens in revision, not the first draft.

11. Editing is about clarity, not just grammar Cut what's unnecessary. Sharpen what's essential.

Discipline Rules

12. You can't wait for inspiration Art that waits for the muse sits on the couch watching Netflix.

13. Deadlines are the WD-40 of writing They keep things moving. Set them, even if self-imposed.

The Writing GPS: 12-Step Framework

Use this framework for any significant piece of content:

Phase 1: Preparation

Step 1: Goal What's the purpose? What action should readers take?

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

Step 2: Reframe Put readers into the picture. Why do THEY care?

Your Perspective Reader's Perspective

"We launched a new feature" "You can now do X faster"

"Our company won an award" "We're committed to quality for you"

"Read our latest research" "Here's how to solve [problem]"

Step 3: Seek Data Find facts, stats, examples, quotes, stories to support your point.

Step 4: Organize Create a rough structure:

• What's your hook/lede?

• What are your 3-5 main points?

• What's your conclusion/CTA?

Phase 2: Creation

Step 5: Write the Ugly First Draft (TUFD)

"Write with the door closed."

Rules for TUFD:

• Don't edit while writing

• Don't research mid-draft

• Don't worry about perfection

• Just get ideas down

• Embrace the mess

Step 6: Walk Away Let it rest. An hour minimum, overnight if possible. Distance creates perspective.

Phase 3: Refinement

Step 7: Rewrite Focus on big-picture issues:

• Is the structure logical?

• Does the argument flow?

• Is the lede strong enough?

• Does the ending land?

Step 8: Edit for Clarity Cut ruthlessly. For every sentence:

• Is this necessary?

• Is this the simplest way to say it?

• Could this be shorter?

Kill your darlings. That clever phrase you love? If it doesn't serve the reader, cut it.

Step 9: Edit for Grammar and Style Now worry about:

• Word choice

• Sentence variety

• Tone consistency

• Punctuation

Phase 4: Polish

Step 10: Read Aloud Your ear catches what your eye misses:

• Awkward phrases

• Missing words

• Unnatural rhythm

• Overlong sentences

Step 11: Get a Second Opinion Fresh eyes see what you can't. Ask someone to read for:

• Clarity

• Missing context

• Confusing passages

• Overall impression

Step 12: Final Look One last polish, then PUBLISH. Don't let perfect be the enemy of done.

Format-Specific Guidelines

Headlines

Principles:

• Promise something valuable

• Be specific (numbers, details)

• Create curiosity

• Front-load keywords

Formula Options:

Formula Example

How to [achieve result] "How to Write Headlines That Convert"

[Number] Ways to [benefit] "7 Ways to Improve Your Email Open Rates"

The [adjective] Guide to [topic] "The Complete Guide to Content Strategy"

[Question your audience asks] "Why Isn't Your Content Converting?"

[Result] in [timeframe] "Better Blog Posts in 30 Minutes"

Leads/Opening Lines

Types that Work:

• Start with reader: "You've spent hours on that blog post..."

• Provocative question: "What if everything you know about SEO is wrong?"

• Surprising fact: "72% of marketers say content is their biggest challenge"

• Brief story: "Last week, a client asked me something that stopped me cold..."

• Straight to the point: "Here's how to write content that converts."

Avoid:

• Starting with "We" or "Our company"

• Long-winded introductions

• Definitions ("Content marketing is...")

• Vague generalizations

Email Subject Lines

Best Practices:

• 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

Formulas:

Type Example

Curiosity "This changed how I write forever"

Direct "Your weekly content tips"

Question "Struggling with headlines?"

How-to "How to write faster (without sacrificing quality)"

Urgency "Last day: Content workshop registration"

Social Media Posts

Principles:

• Stop the scroll (first line matters most)

• Lead with the hook

• Offer value immediately

• Write like you talk

• Include clear CTAs

Format for Long-Form (LinkedIn):

[Hook: provocative statement or question]

[Space]

[Context: why this matters]

[Key insight or story]

[Takeaway or lesson]

[CTA or question for engagement]

The Editing Checklist

Use this checklist before publishing:

Big Picture:

• Does the headline promise value?

• Does the lede hook the reader?

• Is the structure logical?

• Is the main point clear?

• Does the ending land?

Clarity:

• Have I cut unnecessary words?

• Is every sentence doing work?

• Have I eliminated jargon?

• Would a 12-year-old understand this?

Reader Focus:

• Have I answered "So what?"

• Is this about the reader, not me?

• Have I addressed likely questions?

• Is the CTA clear?

Polish:

• Have I read this aloud?

• Is the grammar correct?

• Are sentences varied in length?

• Have I checked for typos?

Examples

Example 1: Blog Post Rewrite

Original Draft (Before):

"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."

Analysis:

• Starts with "In today's" (cliché)

• Uses jargon: "leverage," "landscape," "enhance brand visibility"

• About the company, not the reader

• No clear point or value

Rewritten (After):

"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."

What Changed:

• Starts with reader's problem

• Specific (500 visitors, six months, 47 blogs)

• Promises actionable value

• No jargon

Example 2: Email Newsletter

Assignment: Write a newsletter introducing a new guide on email marketing.

Using the Writing GPS:

Goal: Get readers to download the guide Reader reframe: They struggle with email—low open rates, low clicks, no results

The Email:

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.

Why It Works:

• 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

Checklists & Templates

Content Brief Template

CONTENT BRIEF

Title/Topic: _______________ Format: Blog / Email / Social / Other Target audience: _______________ Goal (reader action): _______________

KEY QUESTIONS TO ANSWER:

1. What problem does this solve for the reader?
2. What will they know/do after reading?
3. What makes this different from existing content?

MAIN POINTS:

DATA/EXAMPLES NEEDED:

CTA: _______________

SUCCESS METRICS: _______________

TUFD (Ugly First Draft) Warmup

When stuck, answer these questions quickly without editing:

• What's the main thing I want readers to understand?

• Why should they care about this?

• What's the most interesting angle on this topic?

• What story or example illustrates my point?

• What should readers do after reading?

Then write for 15 minutes without stopping.

Quick Edit Passes

Pass 1: Structure

• Does the lede hook?

• Are sections in logical order?

• Does the ending work?

Pass 2: Clarity

• Cut 10% of the words

• Eliminate jargon

• Simplify complex sentences

Pass 3: Reader Focus

• Change "we/our" to "you/your" where possible

• Ensure benefits are clear

• Add specificity

Pass 4: Polish

• Read aloud

• Fix grammar

• Check formatting

Skill Boundaries

What This Skill Does Well

• Structuring audio production workflows

• Providing technical guidance

• Creating quality checklists

• Suggesting creative approaches

What This Skill Cannot Do

• Replace audio engineering expertise

• Make subjective creative decisions

• Access or edit audio files directly

• Guarantee commercial success

References

Primary Source:

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

Additional Resources:

• Ann Handley's Total Annarchy newsletter

• MarketingProfs content resources

• Ann Handley's website: annhandley.com

Related Skills

• 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