“Everybody writes.” Find out why this person says marketers are writers in some capacity!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Each Monday, I feature different people who I consider “Marketing Marvels” in the hope that their life experiences and insights will inspire you to unleash your full potential as independents. Personally, I wouldn’t talk about these Marvels here if they hadn’t moved me and inspired me to do better at some point in my life. Today, allow me to share with you some of the insights I got from digital marketing and content writing expert, Ann Handley. In case you’re not familiar with her, Handley is a Wall Street Journal Best Selling Author, a LinkedIn influencer and writer, and a pioneer in digital marketing. In fact, ClickZ.com, the company she co-founded, was one of the first sources of interactive marketing news and commentary! Are you interested to know more about her? Keep reading and learn about Schwartz’s contributions in marketing, particularly in content writing. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

“Everybody writes.” Find out why this person says marketers are writers in some capacity! Ann Handley: A Digital Marketing and Content Writing Expert “Marketers are writers in some capacity.” What does Ann Handley mean by this statement? It means part of your job as a marketer is to communicate your message clearly to your target market and part of that communication is through writing. In the book titled, “Everybody Writes,” Handley provides tips on how to create ridiculously good content that can engage customers and give your business a much-needed boost. Aside from that, her company, MarketingProfs, provides training to would-be marketers through online and in-person education programs. But one thing that really captured my attention about Handley was when she said that marketers are writers in some capacity. I somehow find it hard to believe because I know that not all marketers are gifted with the ability to write excellently. However, as I conduct research about this, I realize Handley has a point when she said that. Here are some of the insights I gained about this topic: Writing can be learned. I love it when Handley said that writing is a skill that can be honed. You can become a good writer even without the “original gift.” How? Through consistent practice, effort, and patience! The difference between good writing and bad writing is hard work… and really trying hard to improve. Marketers need to learn how to make the beginning of their sentences matter. In building a brand and growing your connections, you have to learn to capture your customers’ or clients’ attention right off the bat. When you’re doing that through writing, that means you have to know how to make the start of your write-up matter and hook your readers’ attention. Drop the modifiers and qualifiers. Give your readers exactly what they want without phrases like “In my opinion,” “The purpose of this email is,” or “I think that.” Be stronger! Say what you mean and mean what you say. This will help you capture your target market’s attention and keep them interested about your offerings. It’s about quality, not quantity. Sometimes we think we can’t write because we associate good writing with quantity, like being able to produce four 1000-word articles in a day. But that shouldn’t be our mindset! Avoid setting an arbitrary time metric for your dedicated writing. Instead, think about your goals and how you can achieve them effectively and efficiently. As Handley put it, “I’d rather produce 500 awesome words than 10,000 terrible ones.” Just like other things in marketing, good writing is also more about quality and not just quantity. Personalization is powerful. One of the best ways to write is to write from the heart. This happens when you don’t pressure yourself to write and instead, you write as naturally as you can in a relaxed, calm, and comfortable manner. Apply this concept whenever you write for your clients! Make your emails more compelling and conversational than ever by leveraging the power of your engagement platform and good content. Aside from adding a personal touch on your copies, you can also make your written content a bit personal for your readers. For example: When you’re sending emails, you may refer to your recipients using their first names and use the second-person point of view―you. This will encourage them to connect with you and welcome whatever it is that you have to offer. I like how straightforward Handley is with her insights. These points of her are SPOT ON! Personally, I’ve been in the business industry for a few decades now but I find these insights new and awesome. These are indeed helpful for veterans and novices alike. I hope that after reading this article, you’ll be more motivated to pick up your pen and start writing, with the goal to engage your customers and clients and establish your brand. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Monday’s MicroBusiness Marvels! Have you ever seen or heard a commercial about something and thought, “There’s no way that could actually work”? Learn more about John Brinkley and how he pioneered radio advertising on next week’s MicroBusiness and Marketing Marvels!