Everybody Writes

“Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content" by Ann Handley is a popular writing tool also used as class material in a marketing course of mine; the following are key topics and excerpts used for class discussions.

My most relevant material taken from this book was a chapter on video rhetoric for a separate class presentation. Creating a promotional video for a local business. During our brainstorming on creating a vision for this ad, we used these tips to make it as effective as possible.

“video is a show-me media.”

A checklist of talking points will feel like a class presentation rather than a storytelling device. Less formal language and writing in the present tense make the viewer feel a part of the video’s purpose. Showing our audience what we want to convey, not telling them, is key to maintaining their attention.

“Social media is intended for conversation and connection.”

Encouraging connection is its main purpose to expand your brand’s awareness.

There is a fine line between personalizing your brand and getting too personal, especially on socials.

Authenticity builds trust

“Share the Value Not the Event.”

posting events and new products can be lost next to every other promotion we see online; letting customers realize the value they get from participating in captions rather than giving dates and product drops sets you apart instantly