15 Quotes by Ann Handley

When you are writing keep asking yourself “so what” until you are sure what is in it for the customer.

So, before you begin the writing, be sure you know the purpose or mission or objective of every piece of content that you write. What are you trying to achieve? What information, exactly, are you trying to communicate? And why should your audience care?

Good writing serves the reader, not the writer. It isn’t self-indulgent. Good writing anticipates the questions that readers might have as they’re reading a piece, and it answers them.

Assume the reader knows nothing. But don’t assume the reader is stupid.

Consider Pawn Stars, a popular show on the History Channel, and compare it with Antiques Roadshow, which airs on PBS.

As content strategist Jonathon Colman, who works for Facebook, told me: “Start with empathy. Continue with utility. Improve with analysis. Optimize with love.

If you aren’t having fun creating content, you’re doing it wrong.

The truth is this: writing well is part habit, part knowledge of some fundamental rules, and part giving a damn.

Today, I see my business as a content marketing company. In other words, my entire goal is to give more valuable, helpful, and remarkable content to consumers than anyone else in my field, which will in turn lead to more sales.