Index

  • Aaron, Margo, 307
  • “About us” pages, 190, 310–311
  • “Action” verbs, 141–142, 315–316
  • Active voice, 139–140, 348
  • Acunzo, Jay, 249, 251, 320
  • Adverbs, 51, 143–145, 152, 320, 384
  • Aha Media Group, 80, 236
  • American Kennel Club (AKC), 232
  • American Writers & Artists International (AWAI), 115
  • Analogies, 82, 97–102
  • Angelou, Maya, 22
  • AnnHandley.com, 35
  • Answer the Public, 322
  • Articles, organizing, 65–66
  • The Artist's Way (Cameron), 124
  • Attribution, 273–276. See also sources
  • Audience. See readers
  • Austin, Jane, 378
  • Automattic, 19–20

 

  • “For background,” 256
  • Balance, 229–230
  • Balf, Todd, 28
  • BARK (BarkBox), 87, 92–96
  • Barry, Lynda, 26
  • Bell, Nina Interlandi, 349
  • Belonging, signalling, 100
  • Bentley, Tom, 255
  • Berkshire Hathaway, 90
  • Beveridge, Tiffany, 339
  • Bias, 229–230
  • Bimel, Alice, 345
  • Blog posts, organizing, 66
  • Bloom, Laura, 80
  • Boilerplates, 277, 362–364, 390, 391
  • Brain Traffic, 87
  • Brand
  • Breaks, taking, 37
  • Brenner, Michael, 54, 82, 381
  • Burger King, 101
  • BuzzFeed, 317–319, 327, 328
  • BuzzSumo, 112, 388
  • Buzzwords (jargon), 132, 185, 188, 204, 347, 383

 

 

 

  • Editing
    • human editors for, 120–122
    • of infographics, 325–326
    • reading out loud for, 44, 321, 357
    • for sequence, 105–107
    • tools, 41, 384–385
    • types of, 48–51, 122
    • of wordiness, 70–73
    • See also drafts
  • Eggcorns, 170–172
  • Eghbal, Nadia, 59–60
  • Email
    • direct response, 282–288
    • growing lists for287, 288, 292–303, 337
    • newsletters, 289–291, 296–303
    • subject lines, 358
  • Emotion in storytelling, 201, 356
  • Empathy, 32, 53, 56–60, 110, 184, 192, 286, 317, 322, 358, 370, 371
  • Enthusiastic vs. matter-of-fact voice, 184
  • Ethics. See sources
  • Everybody Writes (Handley), 19–20
  • Eyeballing (scanning/scrolling), 42

 

 

  • Gaiman, Neil, 377
  • Gated content, 235–238
  • GE, 231–234
  • Ghostwriting, 373–376
  • Gilbert Dan, 263
  • Goals
    • for email newsletters, 294
    • importance of, 117
    • reframing, 39
    • setting, 27, 38, 118
    • for storytelling, 202
    • “think-before-ink,” 61–64
    • word count as, 123–24
  • Gogo, 192–195
  • Goins, Jeff, 24
  • Goldberg, Natalie, 91
  • Google, 39, 49, 56, 71, 73, 81, 187, 240, 248, 259, 272, 280, 281, 287, 321, 325, 363, 366, 379, 381, 382, 386–389, 391
  • Gorgone, Kerry O'Shea, 249–251, 267, 272, 273
  • Grammar and usage, 129–172
    • active vs. passive voice, 139–140, 347–348
    • adverbs, 143–144
    • avoiding mistakes, 149–153
    • avoiding moralizing, 168–169
    • clichés, 146–148
    • editing vs. grammar, 51
    • eggcorns and mondegreens, 170–172
    • “Frankenwords,” 126–127
    • good writing vs. good grammar, 129
    • real words vs. jargon, 131–132
    • rules made to be broken, 164–167
    • tense, 136–138, 150
    • “thinking” vs. “action” verbs, 141–142
    • “Weblish,” 135
    • word choice, 154–163
  • Grammarly, 41, 129, 130, 384, 390
  • Grant, Matthew T., 249
  • Grieg, Steve, 346

 

 

  • ilys, 382–383
  • Image captions, 338–342
  • Images, writing and. See visuals
  • Infogram, 326
  • Infographics, 323–326
  • Innocent Drinks, 310
  • Innovation, 221–222
  • Inspiration, 31–32
  • Internet Relay Chat (IRC), 343
  • Interviews, 229, 247–251, 375
  • “I” vs. “me,” 150

 

 

 

 

 

  • Names, specificity and, 90–91
  • NaNoWriMo (National Novel Writing Month), 115
  • National Park Service, 318
  • NE Ohio Regional Sewer District, 268
  • Net neutrality, metaphor for, 101–102
  • Newsjacking, 239–246
  • Newsletters
  • Newsworthy content, 227–228
  • New Yorker, 61
  • New York Public Library, 243, 344
  • New York Times, 221, 296, 320
  • Nicastro, Ernest, 79
  • Nielsen Norman Group, 184
  • Noyes, Jesse, 233, 239

 

  • Objections, neutering, 314–315, 342
  • O'Loughlin, Corey, 334
  • ON24, 220
  • Orbit Media, 111, 312
  • Organization
    • approaches to, 65–66
    • structure of written work, 40, 117
  • Originality, 200
  • Orleans, Susan, 345
  • Outlining, by multiple writers, 117

 

  • Paddle, 87
  • Page views, 280
  • Paola, Suzanne, 220
  • Paragraph length, 281
  • Partners, writing, 113–115
  • Pathological empathy, 56–60
  • Peloton, 242
  • People magazine, 220, 345
  • Permission, 270–272
  • Personalization, 286, 390
  • Piktochart, 326
  • Pinterest, 339
  • Point of view, 31, 32, 36, 50, 52, 53, 56, 58, 62, 81, 110, 126, 178, 180, 199, 200, 229, 241, 258, 266, 268, 293, 294, 331, 332, 335, 355, 361
  • Popova, Maria, 266
  • Positioning, 34, 37, 201, 202
  • Preheaders, 285
  • Prep Obsessed (PrepO), 334
  • Present tense, 136–138
  • Press releases, 229–230
  • Primary sources, 260–261
  • Process, of writing, 33–34
  • Procrastination, 68, 381
  • Productivity tools, 381–382
  • Product story, 200, 207–213
  • Proofreaders, 121, 122
  • Publishing, 223–276
    • balance and bias in, 229–230
    • brands as media companies, 231–234
    • credibility and, 258–259
    • directives for readers, 42
    • fact-checking, 252–253
    • flexible mindset for, 254–255
    • hidden agendas and, 257
    • interviews, 247–251
    • memes, trends, and newsjacking, 239–246
    • newsworthy content, 227–228
    • sources, 223–225 265–269, 256, 260–264, 270–272, 273–276
    • ungated content, 235–238
  • Pulizzi, Joe, 369
  • Pullum, Geoffrey, 171

 

  • Quality control. See editing
  • Questions
    • answering, 320–321
    • asking “why,” 58
    • in interviews, 247–251
    • leads as, 81
  • Quotes in leads, 81, 82. See also citations

 

  • Random House, 124
  • Rankin/Bass Animated Entertainment, 210
  • Readability tools, 386–387
  • Readers
    • customer-centric language, 58
    • “Dear Mother” approach, 69
    • dramatization for, 85–91
    • empathy for, 56–60
    • goal of writing for, 42, 52–54
    • identifying, 305
    • importance of, 116
    • reframing goals of writing for, 39
    • speaking to, 319, 340–342
    • storytelling about customers, 201–202
    • targeting, 340–342, 354–355
    • writing closing sentences for, 84
    • writing lead sentences for, 79–84
    • See also writing tasks for marketers
  • The Rebel's Guide to Email Marketing (Waldow), 287
  • “Off the/on the record,” 244
  • Reframing goals of writing, 39
  • Regret, recognizing, 43
  • Relationship building. See voice; writing tasks for marketers
  • Research tools, 388–389
  • Respectful vs. irreverent voice, 184
  • Review process, 118
  • Reynolds, Ryan, 242, 243
  • Rhyming, 285
  • Ritchie, Josh, 324
  • Roetzer, Paul, 390, 391
  • Rowling, J. K., 66
  • Rudolph Framework/Rudolph the Red-Nosed Reindeer (book and tv show), 206–218
  • Ruiz, Monica, 242

 

  • Sales letters, 369–372
  • Sanders, Dane, 124
  • SAT, 28, 29
  • Scanning/scrolling, 42
  • Schaefer, Mark, 267
  • Sciortino, Carl, 221–222
  • Scott, David Meerman, 115, 171, 240, 241, 314, 3366
  • Screenshots, 112, 275–276, 379
  • Search ranking, 280
  • Sears, 96, 234
  • Second draft, editing, 41, 48–51
  • Sedaris, David, 97, 99
  • Sensitivity editors, 122
  • Sensory details, 103–104
  • Sentence structure, 45, 150
  • Sequence, 191, 221, 325, 381
  • 7-Eleven, 362, 363
  • Shah, Dharmesh, 333
  • Sheridan, Marcus, 374
  • Simile, 98, 102, 147
  • Simplicity, 372
  • Simply Put (Centers for Disease Control and Prevention), 75
  • Sincerity, 192, 280
  • Slack, 19, 114, 115
  • Smith, Bryan, 217–218
  • Snaiderman, Dahlia, 84
  • Social issues/causes, 244–246
  • Social media
    • email newsletters, 291, 300–303, 330
    • for finding writing partners, 114
    • memes and trends, 239–246
    • writing for, overview, 330–336
    • See also individual names of companies
  • Sounds, copyrighted, 275–276
  • Sources, 36, 40, 42, 59, 152, 159, 164, 223, 225, 233, 256–258, 260, 261, 264, 267, 274, 285, 299, 320, 324, 348
  • Specificity, 90, 318, 320
  • Speech descriptions, 365–368
  • Splasho, 285, 291, 383
  • Spoonerisms, 171
  • Stanford University, 251
  • Steinbeck, John, 377
  • Stibbe, Matthew, 79, 84
  • Storytelling, 197–222
    • “about us” pages, 311
    • with infographics, 324
    • innovation in, 221–222
    • in leads, 81
    • marketing as art plus intent, 197
    • marketing story elements, 199–202
    • for messaging, 203–205
    • narrative summaries, 349–350
    • for product story, 208–213, 214–218, 219–220
    • sharing, 58
  • Stream-of-consciousness writing, 27
  • Style guides, 185–188, 261
  • Subject lines, 92, 284, 285, 296, 358, 360, 389, 390
  • Substantive editors, 121, 122
  • SumoMe, 322
  • Surprise element, 100, 311

 

 

  • The Ugly First Draft (TUFD), 36, 41, 44, 45, 48, 367
  • Ungated content, 235–238
  • Unique value proposition, 202
  • Up-Goer Text Editor (Splasho), 383
  • Upworthy, 81, 317, 319
  • U.S. Department of Education, 74, 75, 99
  • Utility, 32, 115, 268, 324

 

  • Value, framing, 313–314, 337
  • Van Lustbader, Eric, 373
  • Vanngage Infographic Maker, 326
  • Verbs
    • “action,” 141–142, 315–316
    • active vs. passive voice, 139–140, 347–348
    • adverbs, 144
    • tense of, 136–138, 150
    • “thinking” vs. “action,” 141–142
  • Verizon, 267
  • Video, 327–329
  • Vidyard, 88, 306
  • Vinke, Jacoline, 104
  • Visuals and visualization
    • adding images, 111–112
    • image captions, 338–342
    • image copyright, 275
    • infographics, 323–326
    • publishing of, 274–275
    • video, 327–329
    • writing an image, 99, 320
  • Voice, 173–195
    • active vs. passive, 139–140, 347–348
    • agreeing on, for multiple writers, 117
    • brand voice, 173–175, 177–179, 182–189, 190–191
    • of email newsletters, 296
    • empathy, 31–32, 56–60, 108, 184, 360
    • fourth draft for, 41, 55
    • ghostwriting and, 373–376
    • tone of, 180–181, 184, 187–188, 192–195
    • youness (uniqueness) and, 173–174, 184–185

 

  • Waldow, D. J., 287
  • “Weblish,” 135
  • Websites
    • “about us” pages, 190, 310–311
    • home pages, 304–309
    • landing pages, 312–316
    • length guidelines, 279
  • White, E. B., 132
  • White space, 55, 111, 166, 281, 298
  • “Why,” asking, 58
  • Wired magazine, 84
  • Wistia, 311
  • Woke-Washed (Martell), 243–246
  • WordClouds, 326
  • Word count goals, 123–124
  • Word Hippo, 285, 385
  • Wording
    • analogies and metaphors for, 97–102
    • eggcorns and mondegreens, 170–172
    • emphasizing important words, 74–76,
    • for home pages, 307, 308
    • humor in, 55, 92–96, 184
    • misplaced modifiers, 77–78
    • sensory details, 103–104
    • word choice, 154–163
    • word finder tools, 385–386
    • wordiness, trimming 70–72
    • See also editing; writing tasks for marketers
  • Wordpress.com, 20
  • Write, Sylvia, 171
  • Writing GPS (Go, Push, Shine) framework
    • drafts, 44–54
    • overview, 34, 35–42
    • “think-before-ink,” 61–64
  • Writing tasks for marketers, 277–376
    • about difficult topics, 357–361
    • “about us” pages, 190, 310–311
    • boilerplates, 362–364
    • direct response email, 282–288
    • email newsletters, 289–291, 292–303
    • ghostwriting, 373–376
    • guidelines, overview, 277
    • hashtags, 343–346
    • headlines, 317–322
    • home pages, 304–309
    • image captions, 338–342
    • infographics, 323–326
    • landing pages, 312–316
    • length of content, 279–281
    • for LinkedIn, 347–350, 351–356
    • sales letters, 369–372
    • social media, 330–337
    • speech descriptions/abstracts, 365–368
    • video, 327–329
  • Writing to Deadline (Murray), 227–228

 

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