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• Cover
• Title Page
• Copyright
• Dedication
• Acknowledgments
• Start Here
• Choose Your Own Adventure
• Yes, You Are a Writer
• How Is Content Changing?
• How Has Writing Changed?
• What’s New in This Book
• How Many Push-Ups?
• Notes
• Part I: Writing Rules: How to Write Better (and How to Hate Writing Less)
• 1 Everybody Writes
• Note
• 2 Writing Is a Habit, Not an Art
• Notes
• 3 How to Keep a Daily Writing Ritual When You Aren’t Feeling It
• Notes
• 4 Shake Off School Rules
• Notes
• 5 Publishing Is a Privilege
• 6 Why We Need a Writing Process
• 7 Introducing the Writing GPS Framework
• Note
• 8 Embrace The Ugly First Draft
• 9 Draft 2: Cross Out the Wrong Words
• 10 Draft 3: Swap Places with Your Reader
• Your Customer Signs Your Paycheck
• 11 Draft 4: Humor Comes on the Rewrite
• 12 Develop Pathological Empathy
• Pathological Empathy in Action
• 13 Think Before Ink
• Notes
• 14 Fifteen Ways to Organize
• 15 Start with Dear Mom …
• Notes
• 16 If You Take a Running Start, Cover Your Tracks
• 17 Place the Most Important Words at the Beginning of Each Sentence
• Notes
• 18 Notice Where Words Appear in Relation to Others Around Them
• 19 Leads and Kickers
• Notes
• 20 Show, Don’t Tell
• In Home Page Copy
• In Blog Headlines
• Product Copy
• In Email Copy
• In an Article
• In About Us
• In a Letter to Investors
• 21 How to Write Funny
• 22 Use Surprising Analogies, Meaty Metaphors
• A Meatier Metaphor
• Note
• 23 Add Another Sense
• Notes
• 24 Add Obvious Structure to a List
• 25 Approach Writing Like Teaching
• Note
• 26 Keep It Simple—But Not Simplistic
• Notes
• 27 Find a Writing Partner
• 28 Avoid Hot Dog Writing
• 29 Hire a Human Editor
• 30 Set a Goal Based on Word Count (Not Time)
• 31 End on an I-Can’t-Wait-to-Get-Back-to-It Note
• 32 Deadlines Are the WD-40 of Writing
• Part II: Writing Rules: Grammar and Usage
• 33 Use Real Words
• Notes
• 34 Avoid Frankenwords and Words Pretending to Be Something They’re Not
• 35 Don’t Use Weblish (Words You Wouldn’t Whisper to Your Sweetheart in the Dark)
• 36 Default to the Present Tense
• 37 Choose Active Voice Over Passive Voice
• 38 Ditch Weakling Verbs
• 39 Adverbs Aren’t Necessary (Usually)
• 40 Use Clichés Only Once in a Blue Moon
• Notes
• 41 “Mistakes Were Made.” Avoiding These Simple Mistakes Will Make You Look and Feel Smarter Instantly
• 42 Words We Always Get Wrong
• Similar or Seemingly Interchangeable Words
• Usage Confusion
• Notes
• 43 Grammar Rules Made to Be Broken
• Notes
• 44 Limit Moralizing
• 45 Eggcorns and Mondegreens
• Note
• Part III: Voice Rules
• 46 Sweat the Smallest Stuff
• 47 What’s Brand Voice?
• 48 How to Develop Your Brand Voice
• 1. Define Your Youness
• 2. Translate Those Words into a Style
• 3. Document It
• 4. Look for Nonobvious Opportunities
• Notes
• 49 Four Powerful Places to Apply Brand Voice
• 50 Voice Doesn’t Change, Tone Does
• Part IV: Story Rules
• 51 The Six Elements of a Marketing Story
• 52 Your Brand Story: Tell the Story Only You Can Tell
• Avoid Messaging Karaoke
• How to Avoid Messaging Karaoke
• 53 Product Story: Make Your Customer the Hero
• Notes
• 54 The Rudolph Framework in Action
• 55 Hermit Crab Content
• Notes
• 56 Innovation Is About Brains, Not Budget
• Note
• Part V: Publishing Rules
• 57 Share News That’s Really News
• Notes
• 58 Biased and Balanced
• 59 Brands as Media Companies
• 60 Should You Ungate Your Content?
• Should You Ungate Your Content?
• Note
• 61 Memes, Trends, Newsjacking
• Should you speak out on social issues or causes?
• Notes
• 62 Better Interviews with These Nonobvious Tips
• Note
• 63 Check Your Facts
• 64 A Mind-Like-Water Mindset
• Notes
• 65 Seek Out the Best Sources
• 66 Beware of Hidden Agendas
• 67 Credible Data
• 68 Cite as You Write
• Notes
• 69 Curate Ethically
• Notes
• 70 Seek Permission, Not Forgiveness
• 71 The Basics of Copyright, Fair Use, and For Attribution
• Can I Just Link?
• What About Images?
• How About Logos and Screenshots?
• One Final Point
• Part VI: 20 Things Marketers Write
• 72 The New Ideal Length for Every Piece of Content
• 73 Writing Direct Response Email
• Notes
• 74 Why You Need an Email Newsletter
• 75 Writing an Email Newsletter
• Should You Publish a LinkedIn Newsletter or a Traditional Newsletter?
• 76 Writing a Home Page
• We Get You
• 77 Writing the About Us Page
• When About Us Is Not Really About Us
• 78 Writing Landing Pages
• Less Is More
• 79 Writing Headlines
• Notes
• 80 Writing Infographics
• Note
• 81 Writing for Video
• 82 Writing for Social Media
• Notes
• 83 Writing Image Captions
• Notes
• 84 Writing with Hashtags
• Notes
• 85 Writing Your LinkedIn Profile
• Buzzwords Are Buzzkills
• Notes
• 86 Writing for LinkedIn
• What’s Truly Important to Do on LinkedIn?
• 87 Writing About Hard Stuff
• Note
• 88 Writing a Bolder Boilerplate
• Notes
• 89 Writing Speech Descriptions
• 90 Writing a Sales Letter
• Take Two
• 91 Ghostwriting
• Part VII: Content Tools
• Acknowledgments for Tools
• Epilogue
• Index
• End User License Agreement