How to level up your writing and make it ludicrously spectacular by Ann Handley (webinar review)
Effective writing can be difficult for content marketers if they are just starting out or
if they are looking to create epic content that will stand out from the crowd.
Ann Handley is a chief content officer of MarketingProfs.com and she believes that
content is the heart of marketing automation.
Chronological hierarchy of writing patterns
Ann Handley states that there are 5 ways to bring your copy to spectacular level.
Hierarchy of developing good copy is constructed similarly as Maslow's hierarchy
of needs if we are looking at copy development from bottom to the top.
of needs if we are looking at copy development from bottom to the top.
It is a funnel of thought processes and actionable steps.
It is a triangle that progresses smoothly from creating an unfinished copy to finishing it.
screenshots taken from webinar presented by Ann Handley and GetResponse
Ann surely does not speak about Maslow in her webinar but she leans more towards
psychologist Bluma Zeigarnik who is widely known for her Zeigarnik effect.
Zeigarnik effect states that people remember interrupted or unfinished tasks
better than completed ones and that these tasks are easier to be recalled.
This means that it is easier to proceed with copywriting remembering where you
originally started or where you stopped while creating a perfect copy.
Before hitting that publish button you always need to make sure that you
are putting patterns after patterns out before completing a whole article.
First line does not need to be the best one,the most important is just to start.
In the first line of my article I am stating the biggest pain points of content marketers.
Whole webinar and webinar review provide solution to those pain points.
This patterns can be implemented also when you write a text for lead magnets.
Developing a writer's voice
Ann puts special emphasize on a writer's voice.
Writer's voice can be heard even when without a sound.
We as content marketers are creating for our audience and not just for the SEO purposes.
Content marketers are allowed to be both subjective and objective,vulnerable,engaging,
creative and to act as a research hub for their readers by citing scientific data and quotes.
Here is what Ann suggests in a screenshot of her webinar below.
I am trying to make it easier for my readers to understand what the article is all about.
I am not using tech jargon when it is not needed plus construction of an article is decent.
I am also not using academic phrases that are not applicable to the topic.
This blog post is accessible to everyone who is willing to learn how to write efficiently.
Each paragraph has its own place and meaning.
Writer's pledge
Ann Handley has a mission to motivate you to write a better copy.
After you go through and when you are also going through each of the 5 steps for
creating better copy make sure to stick to this writer's pledge in a screenshot below.
Collect your thoughts,experiences and info in a drafted Word document just like I do.
Keep putting awesome words out and do not look back.
Take some time to refine your text and make it more readable.
Before making a final cut be sure that you have all of the paragraphs ready.
Try to put yourself in the reader's shoes just to understand what you will need to deliver.
All you need to do is to promise yourself that you will write no matter how perfect it is.
I know it sounds like cliche but be yourself and authentic without copying no one else.
Watch the whole webinar here.
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