{"product_id":"everybody-writes-9781119854166","title":"Everybody Writes","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eStart Here 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Writing Rules: How to Write Better (and How to Hate Writing Less) 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Everybody Writes 19\u003c\/p\u003e \u003cp\u003e2 Writing Is a Habit, Not an Art 21\u003c\/p\u003e \u003cp\u003e3 How to Keep a Daily Writing Ritual When You Aren’t Feeling It 25\u003c\/p\u003e \u003cp\u003e4 Shake Off School Rules 28\u003c\/p\u003e \u003cp\u003e5 Publishing Is a Privilege 31\u003c\/p\u003e \u003cp\u003e6 Why We Need a Writing Process 33\u003c\/p\u003e \u003cp\u003e7 Introducing the Writing GPS Framework 35\u003c\/p\u003e \u003cp\u003e8 Embrace the Ugly First Draft 44\u003c\/p\u003e \u003cp\u003e9 Draft 2: Cross Out the Wrong Words 48\u003c\/p\u003e \u003cp\u003e10 Draft 3: Swap Places with Your Reader 52\u003c\/p\u003e \u003cp\u003e11 Draft 4: Humor Comes on the Rewrite 55\u003c\/p\u003e \u003cp\u003e12 Develop Pathological Empathy 56\u003c\/p\u003e \u003cp\u003e13 Think Before Ink 61\u003c\/p\u003e \u003cp\u003e14 Fifteen Ways to Organize 65\u003c\/p\u003e \u003cp\u003e15 Start with Dear Mom 68\u003c\/p\u003e \u003cp\u003e16 If You Take a Running Start, Cover Your Tracks 70\u003c\/p\u003e \u003cp\u003e17 Place the Most Important Words at the Beginning of Each Sentence 74\u003c\/p\u003e \u003cp\u003e18 Notice Where Words Appear in Relation to Others Around Them 77\u003c\/p\u003e \u003cp\u003e19 Leads and Kickers 79\u003c\/p\u003e \u003cp\u003e20 Show, Don’t Tell 85\u003c\/p\u003e \u003cp\u003e21 How to Write Funny 92\u003c\/p\u003e \u003cp\u003e22 Use Surprising Analogies, Meaty Metaphors 97\u003c\/p\u003e \u003cp\u003e23 Add Another Sense 103\u003c\/p\u003e \u003cp\u003e24 Add Obvious Structure to a List 105\u003c\/p\u003e \u003cp\u003e25 Approach Writing Like Teaching 108\u003c\/p\u003e \u003cp\u003e26 Keep It Simple— But Not Simplistic 110\u003c\/p\u003e \u003cp\u003e27 Find a Writing Partner 113\u003c\/p\u003e \u003cp\u003e28 Avoid Hot Dog Writing 116\u003c\/p\u003e \u003cp\u003e29 Hire a Human Editor 120\u003c\/p\u003e \u003cp\u003e30 Set a Goal Based on Word Count (Not Time) 123\u003c\/p\u003e \u003cp\u003e31 End on an I- Can’t- Wait- to- Get- Back- to- It Note 125\u003c\/p\u003e \u003cp\u003e32 Deadlines Are the WD- 40 of Writing 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Writing Rules: Grammar and Usage 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e33 Use Real Words 131\u003c\/p\u003e \u003cp\u003e34 Avoid Frankenwords and Words Pretending to Be Something They’re Not 133\u003c\/p\u003e \u003cp\u003e35 Don’t Use Weblish (Words You Wouldn’t Whisper to Your Sweetheart in the Dark) 135\u003c\/p\u003e \u003cp\u003e36 Default to the Present Tense 136\u003c\/p\u003e \u003cp\u003e37 Choose Active Voice Over Passive Voice 139\u003c\/p\u003e \u003cp\u003e38 Ditch Weakling Verbs 141\u003c\/p\u003e \u003cp\u003e39 Adverbs Aren’t Necessary (Usually) 143\u003c\/p\u003e \u003cp\u003e40 Use Clichés Only Once in a Blue Moon 146\u003c\/p\u003e \u003cp\u003e41 “Mistakes Were Made.” Avoiding These Simple Mistakes Will Make You Look and Feel Smarter Instantly 149\u003c\/p\u003e \u003cp\u003e42 Words We Always Get Wrong 154\u003c\/p\u003e \u003cp\u003e43 Grammar Rules Made to Be Broken 164\u003c\/p\u003e \u003cp\u003e44 Limit Moralizing 168\u003c\/p\u003e \u003cp\u003e45 Eggcorns and Mondegreens 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Voice Rules 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e46 Sweat the Smallest Stuff 177\u003c\/p\u003e \u003cp\u003e47 What’s Brand Voice? 180\u003c\/p\u003e \u003cp\u003e48 How to Develop Your Brand Voice 182\u003c\/p\u003e \u003cp\u003e49 Four Powerful Places to Apply Brand Voice 190\u003c\/p\u003e \u003cp\u003e50 Voice Doesn’t Change, Tone Does 192\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Story Rules 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e51 The Six Elements of a Marketing Story 197\u003c\/p\u003e \u003cp\u003e52 Your Brand Story: Tell The Story Only You Can Tell 201\u003c\/p\u003e \u003cp\u003e53 Product Story: Make Your Customer the Hero 206\u003c\/p\u003e \u003cp\u003e54 The Rudolph Framework in Action 214\u003c\/p\u003e \u003cp\u003e55 Hermit Crab Content 219\u003c\/p\u003e \u003cp\u003e56 Innovation Is About Brains, Not Budget 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Publishing Rules 223\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e57 Share News That’s Really News 227\u003c\/p\u003e \u003cp\u003e58 Biased and Balanced 229\u003c\/p\u003e \u003cp\u003e59 Brands as Media Companies 231\u003c\/p\u003e \u003cp\u003e60 Should You Ungate Your Content? 235\u003c\/p\u003e \u003cp\u003e61 Memes, Trends, Newsjacking 239\u003c\/p\u003e \u003cp\u003e62 Better Interviews with These Nonobvious Tips 247\u003c\/p\u003e \u003cp\u003e63 Check Your Facts 252\u003c\/p\u003e \u003cp\u003e64 A Mind- Like- Water Mindset 254\u003c\/p\u003e \u003cp\u003e65 Seek Out the Best Sources 256\u003c\/p\u003e \u003cp\u003e66 Beware of Hidden Agendas 257\u003c\/p\u003e \u003cp\u003e67 Credible Data 258\u003c\/p\u003e \u003cp\u003e68 Cite as You Write 260\u003c\/p\u003e \u003cp\u003e69 Curate Ethically 265\u003c\/p\u003e \u003cp\u003e70 Seek Permission, Not Forgiveness 270\u003c\/p\u003e \u003cp\u003e71 The Basics of Copyright, Fair Use, and For Attribution 273\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI 20 Things Marketers Write 277\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e72 The New Ideal Length for Every Piece of Content 279\u003c\/p\u003e \u003cp\u003e73 Writing Direct Response Email 282\u003c\/p\u003e \u003cp\u003e74 Why You Need an Email Newsletter 289\u003c\/p\u003e \u003cp\u003e75 Writing an Email Newsletter 292\u003c\/p\u003e \u003cp\u003e76 Writing a Home Page 304\u003c\/p\u003e \u003cp\u003e77 Writing the About Us Page 310\u003c\/p\u003e \u003cp\u003e78 Writing Landing Pages 312\u003c\/p\u003e \u003cp\u003e79 Writing Headlines 317\u003c\/p\u003e \u003cp\u003e80 Writing Infographics 323\u003c\/p\u003e \u003cp\u003e81 Writing for Video 327\u003c\/p\u003e \u003cp\u003e82 Writing for Social Media 330\u003c\/p\u003e \u003cp\u003e83 Writing Image Captions 338\u003c\/p\u003e \u003cp\u003e84 Writing with Hashtags 343\u003c\/p\u003e \u003cp\u003e85 Writing Your LinkedIn Profile 347\u003c\/p\u003e \u003cp\u003e86 Writing for LinkedIn 351\u003c\/p\u003e \u003cp\u003e87 Writing About Hard Stuff 357\u003c\/p\u003e \u003cp\u003e88 Writing a Bolder Boilerplate 362\u003c\/p\u003e \u003cp\u003e89 Writing Speech Descriptions 365\u003c\/p\u003e \u003cp\u003e90 Writing a Sales Letter 369\u003c\/p\u003e \u003cp\u003e91 Ghostwriting 373\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII Content Tools 377\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAcknowledgments for Tools 393\u003c\/p\u003e \u003cp\u003eEpilogue 395\u003c\/p\u003e \u003cp\u003eNotes 397\u003c\/p\u003e \u003cp\u003eIndex 407\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866420588887,"sku":"9781119854166","price":17.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119854166.jpg?v=1722278561","url":"https:\/\/bookcurl.com\/products\/everybody-writes-9781119854166","provider":"Book Curl","version":"1.0","type":"link"}