Writing Rules in PR

The (Non-Boring, Actionable & Useful)
Writing Rules for PR
Ann Handley
Chief Content Officer, MarketingProfs
Co-author, Content Rules (Wiley)

The (Non-Boring, Actionable & Useful)
Ann Handley
Nichole Kelly | @Nichole_Kelly | #VocusWebinar

The
(Non-Boring, Actionable & Useful)
Ann Handley

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My six-headed new baby.
1. How to write better (or
how to hate writing less)
2. Easy grammar and
usage rules
3. Story rules
4. Publishing rules
5. Things marketers write
6. Content tools
@annhandley | annhandley.com
Page 10 #mktgnation14 © 2014 Marketo, Inc.

My six-headed new baby.
1. How to write better (or
how to hate writing less)
2. Easy grammar and
usage rules
3. Story rules
4. Publishing rules
5. Things marketers write
6. Content tools
Page 11 #mktgnation14 © 2014 Marketo, Inc.

What writing actually is.
Writing is a habit…
NOT an art.

What “good writing” isn’t.

Durn it!

It’s not (primarily) about grammar.

There is no ONE WAY to write…
…just as there is no one way to raise a child, or roast
a turkey.
(But there are terrible ways to do all three.)
Photo credit: Jill Erwich Photography

Why does writing matter in PR?
Reasons:
2 professional reasons
1 human reason

1. So much content.
93% (90% B2C)
of marketers are creating content.
B2B Content Marketing
North American 2014 Benchmarks, Budgets, Trends
MarketingProfs, Content Marketing Institute

1. So much content.
58% (60% B2C)
of marketers are upping content budgets.
B2B Content Marketing
North American 2014 Benchmarks, Budgets, Trends
MarketingProfs, Content Marketing Institute

Reality dose.
Photo via watashiwani

Just 44% of marketers say they
have a content strategy.

…And 42% of marketers say their
content is effective.

2. PR matters more. (Not less.)

3. Everybody writes.
“Your words are your
emissaries; they tell
people who you are.”

Content Marketing means…
You OWN the media.
(Not rent it.)

We’re all publishers. All of a sudden.

Let’s take what we know about
“publishing…”

And give it a makeover:
• Focus on pathological customer empathy and
experiences.
• Focus on style and inspiration.
• Focus on useful.

Simple formula for good writing…

The formula:
Useful x Empathy x Inspired =
Ridiculously Good Writing

Multiplication signs are key.
Useful x Empathy x Inspired =
Ridiculously Good Writing

6 Writing Rules for PR
Photo via Lindsey Turner

Redefine “content.”
(Publishing is a privilege,
not a right.)

1. Don’t waste an opportunity to differentiate yourself.
(Like Woot)

Write to 1 person:
What experience are you
creating for them?

Crowdrise.

Think simple, but not
simplistic.

2. Simple, but not simplistic.

“No one will complain that you made
something too simple to understand.”
Company-centric: We offer accelerated
application development.

“No one will complain that you made
something too simple to understand.”
Company-centric: We offer accelerated
application development.
Customer-centric: Deploy an app to the cloud at
lunch hour. And still have time to eat.
(Kinvey.com)

Pathological empathy for
the reader.

Useful x enjoyable x inspired
What would your content look like if your
customer signed your paycheck?

What would make
the reader turn and
say, “Now listen to
this, Ira….”
What will our customers THANK US for?

What’s your content’s YOU Score?

Pathological empathy for
the reader…
With a mindset of
generosity: Content gifts.

“…building an audience, not just
leads.” -- Wistia

Wistia: Top Hat Tuesdays
What if it doesn’t work? Show the warts.

Asigra: The Cult of Bacon

205 downloads in less than a week
Influencer radar 

BTW: Anyone notice the typo?

BTW: Anyone notice the typo?
“A BACON LOVER’S GUIDE…”

Follow a writing GPS.
(Relax. You’ve got this.)

4. Follow a writing GPS.
“Good writing is less
written than it is
assembled.” –Andy
Crestodina

4. Writing GPS: Is this hard?

4. Writing GPS: Is this hard?
No. It’s
not.

4. GPS: Embrace TUFD.
(The Ugly First Draft)

4. GPS: Editing.
“The thing that
separates a good writer
from a mediocre writer
is editing.”

6 Things We Can Steal From Publishers
Tell stories about people:

5. Tell stories about people.
“A good lede invites you
to the party; a good kicker
makes you wish you could
stay longer.” –Matthew Stibbe

5. Tell stories about people: Ledes.
Take a running start…
Then cover your tracks.

Here’s a running start…
“Simultaneous to the modern boom of Web 2.0 and along with the
rise of social media, companies have projected their presence by
utilizing social media giants (e.g., Facebook and Twitter) in attempts
to market their businesses.
“And while companies have seen much success in tapping the vein of
reaching the masses through the few quintessential social networks,
only a fraction have explored the option of YouTube marketing.
Let’ s take a look at the facts.”

Here’s covering your tracks…
“Simultaneous to the modern boom of Web 2.0 and along with the
rise of social media, companies have projected their presence by
utilizing social media giants (e.g., Facebook and Twitter) in attempts
to market their businesses.
“Though many And while companies have seen much success in
tapping the vein of reaching the masses through the few
quintessential social networks, only a fraction have explored the
option of YouTube marketing. Let’s take a look at the facts.”

Here’s covering your tracks…
“Simultaneous to the modern boom of Web 2.0 and along with the rise
of social media, companies have projected their presence by utilizing
social media giants (e.g., Facebook and Twitter) in attempts to
market their businesses.
“Though many And while companies have seen much success in tapping the
vein of reaching the masses through the few quintessential social networks,
only a fraction have explored the option of YouTube marketing.
Let’s take a look at the facts.”
(For the record I’d tighten that paragraph
up more, too… but I’m making a point.)

5. Tell stories about people: Ledes.
•Put your reader into the story.
•Describe a problem they can relate to.
•Set a stage.
•Ask a question.
•Quote a crazy bit of data.
•Relay a personal anecdote.
•(Even you, boring B2B “solution.”)

6 Things We Can Steal From Publishers
Tell true stories well:
Words are currency.
Words are your proxy.
Don’t squander them.

Content innovation is more about
brains than budget.

“The best marketing doesn’t
feel like marketing.”
—Tom Fishburne
Marketoonist.com

(I’m so freakin’ excited about this… )
Everybody Writes: Your Go-To Guide
to Creating Ridiculously Good Content
Coming very, very, very soon:
EverybodyWrites.com

Grab your free Anti-Mediocrity Content Toolkit!
Last week!
(Regret is a terrible thing to live with.)
(…NOT “with which to live”! Because no one speaks that way any
more. Except perhaps the British Parliament.)

(I’m so freakin’ excited about this… )
Everybody Writes: Your Go-To Guide
to Creating Ridiculously Good Content
Coming September 2014
EverybodyWrites.com
THANK YOU!
Please connect with me at AnnHandley.com.

Writing Rules in PR

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