Content Writing

Create ridiculously good content using Ann Handley's "Everybody Writes" methodology—practical, reader-focused writing that serves your audience and achieves your goals.

When to Use This Skill

Use this skill when you need to:

• Write blog posts that engage and convert readers
• Create email content that gets opened and clicked
• Craft social media posts that stop the scroll
• Develop website copy that speaks to your audience
• Write thought leadership that builds credibility
• Improve existing content that's underperforming
• Edit your own work with a professional eye
• Overcome writer's block and produce content consistently
• Train team members on content writing best practices

This skill is particularly valuable for:

• Content marketers creating regular blog/newsletter content
• Marketers wearing multiple hats who need to write
• Subject matter experts translating expertise into content
• Teams wanting to elevate content quality
• Anyone who thinks "I'm not a writer" but has to write anyway

Methodology Foundation

Source: Ann Handley - Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (2014, 2nd edition 2022)

Core Principle: Writing isn't a gift—it's a skill. Writing well is part habit, part knowledge of fundamental rules, and part giving a damn about your reader.

"No one will ever complain that you've made things too simple to understand."

What Claude Does vs What You Decide

What This Skill Does

When invoked, I will guide you through the Everybody Writes methodology:

1. Apply the Writing GPS - 12-step framework from idea to published piece
2. Write for the reader - Develop "pathological empathy" for your audience
3. Embrace the Ugly First Draft - Separate creating from editing
4. Edit ruthlessly - Cut, clarify, and polish your work
5. Adapt to specific formats - Headlines, emails, social, long-form
6. Build sustainable habits - Consistent quality output

How to Use

Provide information about your content writing challenge:

Example prompts:

• "Help me write a blog post about [topic]"
• "Improve this draft—make it clearer and more engaging"
• "Write email subject lines for our newsletter about [topic]"
• "Create social media posts promoting our new [product/content]"
• "I'm stuck on this piece—help me get unstuck"

Information that helps:

• Your target audience (who are you writing for?)
• The goal of the content (what action do you want?)
• The topic or subject matter
• Existing draft (if any) to improve
• Format/channel (blog, email, social, etc.)
• Tone/voice guidelines (if any)

Instructions

The Core Mindset: Writing for the Reader

Every piece of content must answer two questions:

1. So what? - Why does this matter?
2. Who cares? - Why should the reader care?

If you can't answer both, your content isn't ready.

Develop "Pathological Empathy":

Ann Handley's 13 Writing Rules

Foundation Rules

1. There is no one way to write Find your process. What works for one writer won't work for another.

2. Our words are our emissaries Your writing represents you. Every piece is a chance to build or break trust.

3. Good writing is a power tool It's not optional—it's essential. Treat it as a professional skill.

4. The key to better writing is more writing Practice is non-negotiable. Write regularly, not just when you "feel like it."

5. Writing well is habit + knowledge + caring Know the rules. Practice consistently. Give a damn about your reader.

Clarity Rules

6. No one complains about too-simple writing Simplicity is a gift. Never fear being too clear.

7. Assume ignorance, not stupidity Explain without condescension. Your reader is smart but may not have context.

8. Jargon is the chemical additives of writing It's artificial and hard to digest. Use plain language instead.

Process Rules

9. The Ugly First Draft is necessary Don't skip the messy first attempt. It's how you get to good.

10. Good writers are great editors The magic happens in revision, not the first draft.

11. Editing is about clarity, not just grammar Cut what's unnecessary. Sharpen what's essential.

Discipline Rules

12. You can't wait for inspiration Art that waits for the muse sits on the couch watching Netflix.

13. Deadlines are the WD-40 of writing They keep things moving. Set them, even if self-imposed.

The Writing GPS: 12-Step Framework

Use this framework for any significant piece of content:

Phase 1: Preparation

Step 1: Goal What's the purpose? What action should readers take?

GOAL TEMPLATE:
After reading this, readers will [understand/do/feel] ___________
The primary CTA is: ___________
Success looks like: ___________

Step 2: Reframe Put readers into the picture. Why do THEY care?

Step 3: Seek Data Find facts, stats, examples, quotes, stories to support your point.

Step 4: Organize Create a rough structure:

• What's your hook/lede?
• What are your 3-5 main points?
• What's your conclusion/CTA?

Phase 2: Creation

Step 5: Write the Ugly First Draft (TUFD)

"Write with the door closed."

Rules for TUFD:

• Don't edit while writing
• Don't research mid-draft
• Don't worry about perfection
• Just get ideas down
• Embrace the mess

Step 6: Walk Away Let it rest. An hour minimum, overnight if possible. Distance creates perspective.

Phase 3: Refinement

Step 7: Rewrite Focus on big-picture issues:

• Is the structure logical?
• Does the argument flow?
• Is the lede strong enough?
• Does the ending land?

Step 8: Edit for Clarity Cut ruthlessly. For every sentence:

• Is this necessary?
• Is this the simplest way to say it?
• Could this be shorter?

Kill your darlings. That clever phrase you love? If it doesn't serve the reader, cut it.

Step 9: Edit for Grammar and Style Now worry about:

• Word choice
• Sentence variety
• Tone consistency
• Punctuation

Phase 4: Polish

Step 10: Read Aloud Your ear catches what your eye misses:

• Awkward phrases
• Missing words
• Unnatural rhythm
• Overlong sentences

Step 11: Get a Second Opinion Fresh eyes see what you can't. Ask someone to read for:

• Clarity
• Missing context
• Confusing passages
• Overall impression

Step 12: Final Look One last polish, then PUBLISH. Don't let perfect be the enemy of done.

Format-Specific Guidelines

Headlines

Principles:

• Promise something valuable
• Be specific (numbers, details)
• Create curiosity
• Front-load keywords

Formula Options: