Book SummaryEverybody Writes, by Ann Handley

1-Page Summary1-Page Book Summary of Everybody Writes

All of us have to write, whether it be for work, school, or communication. Fortunately, writing is more of a skill than a talent, and we can implement techniques to improve our writing in any format. In Everybody Writes, Ann Handley offers a comprehensive guide to writing everything you need to write in today’s business world. The book’s main focus is on writing for marketing purposes, but many of the principles can be applied to other types of writing as well.

Ann Handley is a bestselling author, speaker, and...

Everybody Writes Summary What Makes Good Writing?

In the age of the internet, words (specifically, written words) are our means of connecting with the world and other people. Handley says that great writing comes from the following three ingredients: its usefulness to your audience, its foundation in creativity or data, and its connection with your audience.

(Shortform note: In On Writing Well, William Zinsser also argues that good writing comes from three elements, but the elements he identifies are simplicity, clarity, and identity. While Handley also recommends simple and clear writing that conveys a unique voice or identity, she sees these as smaller elements that align more with general writing rules than with the main ingredients for high-quality writing.)

Handley emphasizes that if any of these is missing or insufficient, your writing won't be high-quality. Let’s look at each ingredient in turn.

Usefulness to Your Audience

Handley points out that your writing must help your reader in some way. Your content should be clear and specific, and it should let your audience know what...

Everybody Writes Summary How to Develop Brand Voice

The three elements we just discussed make any type of writing good. But to write good marketing material, you must also hone and convey your brand’s voice. A strong brand voice offers an identity for the customer to align with, and it can be the deciding factor when customers are choosing between you and your competitors.

A strong brand voice also tells your customers about the culture of your business and what type of clientele you’re looking for. Ideally, your voice will appeal specifically to the customers you want and will signal to those you don’t want that you’re not a good fit for them.

(Shortform note: Since your voice needs to appeal to your target customers on a personal level, write as though you’re having a conversation with the customer, and use language that makes them feel welcome and close to your brand. If you’re not yet sure who your target customers are, consider researching your target audience. To do this, you can use online tools like Google Analytics or monitor how your customers...

Everybody Writes Summary How to Adapt Your Writing to Different Formats

The book’s ideas are mainly focused on business and marketing writing, but this is still a very broad category. Handley emphasizes that the content you create will vary depending on the format and your intention as a writer. The writing you’ll use in emails to bosses and colleagues will have different rules than writing an email to your customers, writing a social media post, or writing a script for a video.

(Shortform note: Handley suggests that your format will determine your content, but be aware, too, that your content will determine your format. Much of business writing falls into four categories, each with a different purpose: informational writing designed solely to convey information, instructional writing designed to teach the reader how to complete a task, persuasive writing designed to sway your reader’s opinions or beliefs, and transactional writing designed to elicit a response or interaction from your reader. Each of these purposes has its own distinctive goals and audiences, which will determine which format is right to deliver that particular message.)

In all of these types of writing,...

Everybody Writes Summary How to Write

Now that you know what elements to include in your writing and how to write for different formats, let’s cover the practical writing process. Handley frequently reiterates that there is no single correct way to create content, but she offers tips and processes to help you get started and, more importantly, get into the habit of writing.

Make Writing a Habit

Handley first recommends that you make writing a daily practice. Most of us already write on a regular basis, whether it’s emailing for work, posting on social media, or journaling. However, we may not be writing to the best of our abilities when we do these things, and better writing produces better results. The key to improving your writing is to do more of it.

(Shortform note: Handley doesn’t give a recommendation for how much time each day you should spend on writing, but a good rule of thumb is to write for about an hour each day—though you may want to start out with 15-30 minute sessions at first and then work your way up to longer...

Shortform Exercise: Create Your Unique Writing Routine

Handley’s tips are intended to be adapted to your unique writing needs and preferences. Use her advice to create your own writing routine.

First, consider your writing needs. What type of writing do you do the most? What aspects of that writing do you feel you need to improve?

Shortform Exercise: Establish Your Voice

One of the most important aspects of writing is establishing a voice. Use Handley’s advice to create a strong voice for your writing.

First, identify the purpose of your writing: What are you trying to accomplish with this piece, what’s its main idea, and why should it matter to your audience?