TJ Palanca

I was stuck in my writing so decided to do some very elaborate procrastination by reading this book. I was initially drawn because it seemed to focus more on writing for marketing and general purposes rather than creative writing.

Writing is a skill that gets better with practice

“Don’t write a lot. Just write often. Don’t worry about how much you’re writing—just that you’re writing.” (Ann Handley, Everybody Writes)

Writing is a skill, and just like any other skill, you get better through practice. The slope for acquiring skill in writing is shallow, such that talent plays a smaller part as you get more skilled.

To develop skill in writing, you must establish a routine and practice every day. “Write like crap every day if you have to but write every day.” ¹ To improve your chances, write when you are freshest, and don’t worry too much about what you are writing - you can edit and transform that later on.

Writing is important, even in this day and age

Words are your ambassador - essentially allowing you to speak to people through space and time. Because they represent you, they can make or break you.

We are a planet of publishers, but we pollute the content pool with low-quality content. Despite the many changes including Generative AI, good writing will still stand head and shoulders above the rest. ²

High quality content has utility, inspiration, and empathy

High quality content has:

• utility, by shouldering the reader’s burdens
• inspiration, by being something that can only come from the writer, and
• empathy, by seeing the world through their eyes

You must have a non-zero amount in all of these in order to be successful, i.e. a fail in one of those aspects will cause your content to fall flat.

Writing trends favour authentic writing

Writing has become more relaxed, more playful. A conversational tone is preferred because there is an emphasis on authenticity.

Taboo topics, like mental health, are more often discussed.

Writing has also become more political. There are terms that are supercharged and can be quite difficult to handle (e.g. gaslight, woke).

Establish a writing process to increase your output

It’s important to establish a writing process. The author starts their day by writing down things that happened the previous day, stores she heard, things that made her laugh, and whatever was inspiring.

Keep a notebook to store fleeting notes. Journaling is also quite valuable in generating ideas. ³ It’s important to “reclaim your daily slow moments” and make them a foundational habit.

Establish the so-what question

“Put that sentence or two at the very top of the page. Like a pin on a Google map, it’ll remind you where you’re headed.” (Ann Handley, Everybody Writes)

First, ask the “so-what” question for a piece of writing. Pin it to the top of the piece of writing so that you can remember it clearly and well.

Draw from your own personal experience

We no longer “sand off the rough edges” in our writing. Don’t be a review of related literature as you will lose the inspiration part of your work. Tap into your own personal experiences first.

Overcome writer’s block

“Much of writing paralysis is the result of expecting too much of ourselves the first time out. Sowing letters onto the blank page and expecting something strong and powerful and fully formed—the writing version of Athena—is frustrating and impossible.” (Ann Handley, Everybody Writes)

Remember first that procrastination is part of the process. Your subconscious is processing the thoughts as you procrastinate. Don’t be too hard on yourself.

You can imagine writing to someone who loves you for who you are, to avoid the anxiety of failing to write. That can be a family member, a close friend, or whoever it is.

Writing milestones

There will be 4 drafts in any piece of writing:

The Ugly First Draft (TUFD)

This is where you show up and throw up. Brilliance comes on the next draft; for now, you are optimising for output and hewing your amorphous thoughts into concrete form.

After you write the first draft, put some distance in time and space. The subconscious is processing it in the background.

Draft 2 is written after some time apart, and this is spent shaping the document

There are two types of editing in draft 2:

• developmental editing - chainsaw editing where you look at the big picture and shape via sentences and paragraphs
• line editing - surgical editing where you look at individual words and sentences and make edits to improve readability

Cut out irrelevant words

Cut out distractions and indulgences. Move it to a separate document if you have to, but have empathy for the reader’s time.

Sentences should build on each other. If you find two sentences that just restate each other’s points - remove them quickly.

Don’t use adverbs unless they are necessary - a lot of writing advice even bans the use of adverbs altogether.

Add space for your words to breathe

“Give your sentences and paragraphs room to relax—instead of being stacked on top of one another like backpackers in a budget hostel.” (Handley, Ann, Everybody Writes)

Chunky chunks of text feel impenetrable, especially online. Don’t conform to the idea that paragraphs should have multiple sentences filled with a lot of flowery words.

Use simple words and sentence structures

“Research from MIT professor Les Perelman—long a harsh critic of the College Board essay—found that writing fat paragraphs with fancy words earned high essay scores, even if the writing wasn’t very good. Higher still were scores that sprinkled in random, esoteric facts.” (Ann Handley, Everybody Writes)

Don’t use frankenwords which are nouns that are turned into verbs (journaling, bucketize), and verbs that are turned into nouns (learnings, solvings).

Don’t use weblish; speak like you would speak in a conversation.

Prefer simple sentence structures: (a) use present tense even if it had happened it the past and be consistent with tense, and (b) use the active voice unless the object of the verb is the focus on the conversation.

Always start your articles, paragraphs, and sentences with the most important thing

Don’t do too much introduction. You can usually remove the first two paragraphs of any writing to improve its reception.

Place the important words at the start of the sentence. Remove modifiers and qualifiers because they just muddy up the sentence (It’s important to remember, however, that…).

Create seamless transitions

Improve the vibe and reader-friendliness of your work. Don’t use clunky high school transitions like thus, therefore, however ⁴

Draft 3 is when you invite a reader with you and practice empathy

“You’re writing to one person at one time—not a stadium full of people turning their faces to a jumbotron, right?” (Ann Handley, Everybody Writes)

Define and invite your archetypal reader into the conversation. Can they follow your logic, ask questions and get answers, and most importantly can they have an it’s me moment with your writing.

Remember that at any one time, writing is a conversation between you and one other person. Write directly to that one person and write with your own voice.

If you have pathological empathy for your reader then you are able to produce these it’s me moments. Remember that with any piece of writing you have an audience of one, reading this in isolation. Remove any trace of “Dear Valued Customers”.

Draft 4 is when you add sparkle and voice

Let it go with love after the deadline.

Leads and Kickers

“A good lede invites you to the party and a good kicker makes you wish you could stay longer,” says copywriter Matthew Stibbe. (Ann Handley, Everybody Writes)

The most important part of the article is the start and the end. The start (lead or lede) invites your reader in while the end (kicker) inspires your reader to take action.

Lead Ideas

• Put your reader into the story. Create descriptions that allow them to imagine themselves in the scene.
• Articulate the problem your reader can relate to. Create an “it’s me” minute.
• Set a stage; paint a picture let them see through your eyes.
• Ask a question. However, don’t overdo this otherwise you’re going to sound like an infomercial.
• Quote a crazy or controversial bit of data.⁵
• Have a curious point of view. Have the reader relate to your curiosity.
• Tell a personal anecdote in an exciting way.
• Set up an analogy or metaphor (ideally a funny one).
• Start with a quote. Example is to use the sea shanty quote but with the words changed to convey the message.
• Do a fake out - make it look like you’re talking about something but completely change the context. An example is leading in to be speaking about politics but actually talking about something more benign. ⁶

Kicker Ideas

• “But wait; there’s more!”
• Give the interviewee have the last word via a quote.
• Add an element of tonal surprise; suddenly turn formal or informal to twist the direction in an unexpected and memorable way.
• Recast the biggest takeaway ⁷.

Writing good marketing stories is not too different from general writing

“Marketing is art plus intent.” (Ann Handley, Everybody Writes)

A good marketing story:

• is true
• is human
• is original
• makes your customer the hero
• makes people feel something; ignite something in their hearts and minds
• aligned with a long-term business strategy

Write for the customer

“Many organisations—especially those with multiple decision makers or layers of bureaucracy—place other agendas above the interests of the customer or reader.” (Ann Handley, Everybody Writes)

The customer ultimately signs our paycheck, so we must advocate for them at all times.

Make sure you know the real people’s experiences. Writing is ultimately a product that serves a customers needs. Treat it as such.

Don’t get sucked into growth hacks or writing by committee.

Even if you work in B2B marketing, you are still selling to a human who has wants and needs, you don’t sell to companies, you sell to people

Even customer support text needs to be support people’s needs and goals. Your customers don’t buy your product to do your company a favor; they’re doing it because your product makes their lives better.

“We need to have a candid conversation: Not everything that happens at your company is newsworthy.” (Ann Handley, Everybody Writes)

Make sure that when you are writing it’s something that your customers would actually derive value from. Being updated on your company’s inner working is hardly useful.

Interviews are a way for you to represent your readers in a conversation

Doing interviews is great because it gives you good writing material and allows one other person’s voice into your writing.

Remember that when you are doing interviews, you are representing the reader, as if the reader is asking questions for you.

“Be a tour guide for your audience. What are you trying to get out of the interview for the benefit of your audience?” (Ann Handley, Everybody Writes)

Even when you are recording, make sure to note down the mood, the vibe, and the various details that bring the interview to life.

Asking questions

• Ask about specific times or instances, instead of “usually” or some amalgamated moment
• Superlatives are great, for example what’s the best/worst/etc?
• Avoid yes/no questions. Ask probing questions.
• Don’t talk too much, draw the interviewee out. Don’t interrupt.

Citing sources is important

Seek out primary sources.

Be careful of accidental plagiarism. Keep good notes of the content that you pull from other people.

Newsletter writing is still alive and kicking

Newsletters can still be alive. It’s “slow-cial media.” It’s a type of content that stays away from all the hot button issues and doesn’t give you whiplash.

Size is not everything; genuine connection is

“Search ranking and page views are overrated. It’s far more important to be loved by a few than to be familiar to many, says Andy.” (Ann Handley, Everybody Writes)

Size is a byproduct, not a goal of your newsletter. Create your newsletter with engagement in mind, not how to get your next 1,000 subscribers.

Have fun and be authentic

“No good writing is created with dread in your heart and a pit in your stomach. If writing the newsletter felt to me like I was getting a root canal … you’d feel that.” (Ann Handley, Everybody Writes)

Sharing who you are and how you think will be more effective than trying to do something performative.

Being over-polished or over-scripted feels like a marketing/PR message. Real and authentic builds trusts

Curation in a newsletter

Curation is something you could do in a newsletter, but it must be useful and you should add your take. You’re not just aggregating links, you are adding your own unique take and giving the reader an idea of what it should be.

Miscellaneous tips

• When writing captions, say why the picture is interesting, not what is there.
• Speed isn’t everything - create lasting things that matter.