MARC details
| 000 -LEADER |
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| fixed length control field |
07921 a2200265 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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160812b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781118905555 |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.12 |
| Item number |
.H36 2014 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Handley, Ann, 1963- |
| 245 ## - TITLE STATEMENT |
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| Title |
Everybody writes : |
| Remainder of title |
your go-to guide to creating ridiculously good content / |
| Statement of responsibility, etc |
Ann Handley |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc |
Wiley, |
| Date of publication, distribution, etc |
2014. |
| Place of publication, distribution, etc |
Hoboken, New Jersey : |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xxi,298p. : |
| Dimensions |
24cm. |
| 500 ## - GENERAL NOTE |
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| General note |
Includes bibliographical references and index <br/><br/> |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Everybody Writes: Your Go-To Guide to Creating <br/> Ridiculously Good Content; Contents; Foreword; <br/> Acknowledgments; Introduction; But I'm Not a Writer; What <br/> Is Content?; Why We Need to Wage a War on Content <br/> Mediocrity (Or, Why This Book?); Still Waiting. I Thought <br/> You Said You Were Going to Explain Why This Book?; Part I:<br/> Writing Rules: How to Write Better (and How to Hate <br/> Writing Less); 1 Everybody Writes; 2 Writing Is a Habit, <br/> Not an Art; 3 Shed High School Rules; 4 Regard Publishing <br/> as a Privilege; 5 Place the Most Important Words (and <br/> Ideas) at the Beginning of Each Sentence <br/> |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Follow a Writing GPS; 7 The More the Think, the Easier <br/> the Ink; 8 Organize. Relax, You've Got This; 9 Embrace The<br/> Ugly First Draft; 10 Swap Places with Your Reader; 11 <br/> Humor Comes on the Rewrite; 12 Develop Pathological <br/> Empathy; 13 'Cross Out the Wrong Words'; 14 Start with <br/> Dear Mom . . .; 15 If You Take a Running Start, Cover Your<br/> Tracks; 16 Notice Where Words Appear in Relation to Others<br/> around Them; 17 'A Good Lede Invites You to the Party and <br/> a Good Kicker Makes You Wish You Could Stay Longer'; 18 <br/> Show, Don't Tell; 19 Use Familiar Yet Surprising Analogies<br/> |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
505 8 20 Approach Writing Like Teaching; 21 Keep It Simple-but <br/> Not Simplistic; 22 Find a Writing Buddy; 23 Avoid Writing <br/> by Committee; 24 Hire a Great Editor; 25 Be Rabid about <br/> Readability; 26 End on an I-Can't-Wait-to-Get-Back-to-It <br/> Note; 27 Set a Goal Based on Word Count (Not Time); 28 <br/> Deadlines Are the WD-40 of Writing; Part II: Writing Rules<br/> : Grammar and Usage; 29 Use Real Words; 30 Avoid <br/> Frankenwords, Obese Words, and Words Pretending to Be <br/> Something They're Not; 31 Don't Use Weblish (Words You <br/> Wouldn't Whisper to Your Sweetheart in the Dark) <br/> |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
505 8 32 Know the Difference between Active and Passive Voice; <br/> 33 Ditch Weakling Verbs; 34 Ditch Adverbs, Except When <br/> They Adjust the Meaning; 35 Use Clichés Only Once in a <br/> Blue Moon; 36 Avoid These Mistakes Marketers Make; 37 <br/> Break Some Grammar Rules (At Least These Five); 38 Learn <br/> Words You're Probably Misusing or Confusing with Other <br/> Words; Similar or Seemingly Interchangeable Words; Usage <br/> Confusion; 39 Scuse Me While I Kiss This Guy; 40 Limit <br/> Moralizing; Part III: Story Rules; 41 Tell How You'll <br/> Change the World; 42 Tell the Story Only You Can Tell; 43 <br/> Voice and Tone <br/>505 8 44 Look to Analogy instead of Example; Part IV: Publishing<br/> Rules; 45 Wait. What's Brand Journalism?; But Is It Really<br/> Journalism?; How Brand Journalism Works; 46 Tell the <br/> Truth; 47 See Content Moments Everywhere; 48 Post News <br/> That's Really News; 49 Biased and Balanced; 50 Nonobvious <br/> Interview Tips; 51 Fact-Check; 52 Approach Content with <br/> 'Mind Like Water'; 53 Seek Out the Best Sources; 54 Be <br/> Aware of Hidden Agendas; 55 Cite as You Write; 56 Curate <br/> Ethically; 57 Seek Permission, Not Forgiveness; 58 <br/> Understand the Basics of Copyright, Fair Use, and For <br/> Attribution; Can I Just Link? <br/> |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
"Finally a go-to guide to creating and publishing the kind of content that will make your business thrive. Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer. If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers. Yeah, but who cares about writing anymore? In a time-challenged world <br/> dominated by short and snappy, by click-bait headlines and<br/> Twitter streams and Instagram feeds and gifs and video and<br/> Snapchat and YOLO and LOL and #tbt. does the idea of <br/> focusing on writing seem pedantic and ordinary?Actually, <br/> writing matters more now, not less. Our online words are <br/> our currency; they tell our customers who we are. Our <br/> writing can make us look smart or it can make us look <br/> stupid. It can make us seem fun, or warm, or competent, or<br/> trustworthy. But it can also make us seem humdrum or <br/> discombobulated or flat-out boring. That means you've got <br/> to choose words well, and write with economy and the style<br/> and honest empathy for your customers. And it means you <br/> put a new value on an often-overlooked skill in content <br/> marketing: How to write, and how to tell a true story <br/> really, really well. That's true whether you're writing a <br/> listicle or the words on a Slideshare deck or the words <br/> you're reading right here, right now ... And so being able<br/> to communicate well in writing isn't just nice; it's <br/> necessity. And it's also the oft-overlooked cornerstone of<br/> nearly all our content marketing. In Everybody Writes, top<br/> marketing veteran Ann Handley gives expert guidance and <br/> insight into the process and strategy of content creation,<br/> production and publishing, with actionable how-to advice <br/> designed to get results. These lessons and rules apply <br/> across all of your online assets -- like web pages, home <br/> page, landing pages, blogs, email, marketing offers, and <br/> on Facebook, Twitter, LinkedIn, and other social media. <br/> Ann deconstructs the strategy and delivers a practical <br/> approach to create ridiculously compelling and competent <br/> content. It's designed to be the go-to guide for anyone <br/> creating or publishing any kind of online content -- <br/> whether you're a big brand or you're small and solo. <br/> Sections include: How to write better. (Or, for "adult-<br/> onset writers": How to hate writing less.) Easy grammar <br/> and usage rules tailored for business in a fun, memorable <br/> way. (Enough to keep you looking sharp, but not too much <br/> to overwhelm you.) Giving your audience the gift of your <br/> true story, told well. Empathy and humanity and <br/> inspiration are key here, so the book covers that, too. <br/> Best practices for creating credible, trustworthy content <br/> steeped in some time-honored rules of solid journalism. <br/> Because publishing content and talking directly to your <br/> customers is, at its heart, a privilege. "Things Marketers<br/> Write": The fundamentals of 17 specific kinds of content <br/> that marketers are often tasked with crafting. Content <br/> Tools: The sharpest tools you need to get the job done. <br/> Traditional marketing techniques are no longer enough. <br/> Everybody Writes is a field guide for the smartest <br/> businesses who know that great content is the key to <br/> thriving in this digital world"--|cProvided by publisher <br/> |
| 586 ## - AWARDS NOTE |
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| Awards note |
Print version record and CIP data provided by publisher |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Internet marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Business communication |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| 655 ## - INDEX TERM--GENRE/FORM |
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| Non-focus term |
Electronic books |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Item type |
Book |
| Source of classification or shelving scheme |
Library of Congress Classification |