Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

Part V13 Things Marketers Write

Parts I through IV of this book deliver pretty much everything you need to create the kind of writing that will make you ridiculously proud of yourself.

But because marketers are often tasked with specific kinds of writing, in Part V I've taken up some of the most common writing tasks that land on marketers' desks.

I'd say this section represents the block and tackle of marketing: if you get these right, you're winning. But I'm terrible at sports, so I'm a little insecure about that metaphor. Let's just leave it at this: here are some marketing writing fundamentals for things marketers write.

This is the section of the book to turn to when Aaron the CIO asks you to provide a meta description for your site (a meta description gives search engines and site visitors a pithy explanation of what a site is all about).

This is also the section to thumb through when your boss or client insists that she's compelling enough to sustain an hour-long podcast, or when you're wondering whether 10 minutes is too long for most videos (it is), or when you are tasked with heading up a home-page redesign.

So keep this section handy; my hope is that it will make you look decisive and informed when the others in your meeting shuffle papers around the conference table and wait in silence for someone else to answer.

Speaking of thumbs, keep in mind that the guidelines ...