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Banking on Digital Growth Podcast

Everybody Writes: Putting in the Reps in Written Content (with Ann Handley)

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Brief Summary of Episode #255

Marketers are in the communication business.

And be it webpage copy, email, or blogging, writing is an essential component of the marketing engine.

Yet, some marketers feel they don’t have what it takes when putting pen to paper.

But Ann Handley, author of the best-selling Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content, thinks everyone can write good content.

“So many of us don't feel like we are confident writers,” Ann told us. “But the reality is that writing just means communicating value in a way that offers value to the person you are trying to reach.”

And we communicate that value by meeting our customer’s expectations through empathy.

“Are you offering them that ‘it’s me’ moment?” Ann asked. “Do people feel seen when they come to your website?”

Like any skill, repetition can set you on the path to excellence.

“Think about writing as working with a personal trainer,” Ann suggested. “Put your bottom in a seat and practice every day. You will get better.” 

The truth is you don’t have to be a grammar wizard to give your customers quality written content.

You simply have to meet them where they are.


Key Insights and Takeaways

  • Marketing transformations that inspired Ann to update her book (7:20)
  • Her three-step formula for creating quality content (14:48)
  • How to differentiate yourself in an expertise economy (22:28)

How to Connect With Ann Handley

LinkedIn | Website