Everybody Writes

1. Writing is a habit, not an art: Cultivate a daily practice

"The key to being a better writer is, essentially, to be a more productive one. Or more simply, the key to being a better writer is to write."

Consistency is key. Set aside time each day when you're freshest to write, even if it's just for 30 minutes. Don't aim for perfection; focus on producing content regularly. The act of writing consistently will improve your skills over time.

Establish a routine. Create a dedicated writing space and time to signal to your brain that it's time to work. This could be as simple as a specific corner of your home or a favorite coffee shop. Many successful writers, from Maya Angelou to Ernest Hemingway, had strict writing routines that helped them produce consistently.

Track your progress. Set word count goals rather than time-based ones. This encourages productivity and gives you a tangible measure of your output. Start small, perhaps with 250 words a day, and gradually increase your goal as you build the habit.

2. Focus on serving the reader, not impressing them

"Good writing serves the reader, not the writer. It isn't self-indulgent."

Know your audience. Before you start writing, clearly define who you're writing for. What are their needs, interests, and pain points? Tailor your content to address these specific concerns.

Provide value. Every piece of content should aim to educate, inform, or entertain your reader. Ask yourself: "What will the reader gain from this?" If you can't answer that question, reconsider your approach.

Use "you" language. Write as if you're speaking directly to an individual reader. This creates a more personal connection and helps the reader see how your content applies to them specifically.

3. Embrace the "Ugly First Draft" and revise ruthlessly

"Recognize that brilliance—or anything close to it—comes on the rewrite."

Get it down. Your first draft is about getting your ideas onto the page, no matter how messy or incoherent they may seem. Don't worry about perfect grammar, spelling, or structure at this stage.

Take a break. After completing your first draft, step away from it for a while. This distance allows you to return to your work with fresh eyes and a more critical perspective.

Revise with purpose. When you return to your draft:

• Cut unnecessary words and phrases
• Clarify unclear ideas
• Strengthen weak arguments
• Improve the overall flow and structure
• Check for grammar and spelling errors

4. Develop pathological empathy for your audience

"Good writing (and therefore crafting good experiences) requires us to understand and have empathy for our audience, their situation, their needs and goals."

Research your audience. Go beyond basic demographics. Conduct surveys, interviews, or focus groups to truly understand your readers' challenges, aspirations, and worldviews.

Create reader personas. Develop detailed profiles of your ideal readers, including their background, goals, and pain points. Refer to these personas as you write to ensure you're addressing their specific needs.

Test your assumptions. Regularly seek feedback from your actual readers. Use comments, social media interactions, and analytics to gauge how well your content resonates with your audience and adjust accordingly.

5. Tell stories that change the world, not just relay facts

"Your story should be the steel-infused backbone of whatever content or social media presence you ultimately create."

Find your bigger story. Identify the core message or mission that drives your brand or content. How do you aim to change the world, even in a small way?

Use narrative structures. Incorporate classic storytelling elements like conflict, resolution, and character development into your content, even when writing about business or technical topics.

Show, don't tell. Instead of simply stating facts or features, illustrate your points with vivid examples, case studies, or anecdotes that bring your message to life.

6. Use simple language and avoid jargon to enhance clarity

"Any fool can make something complicated. It takes a genius to make it simple."

Simplify complex ideas. Break down difficult concepts into smaller, more digestible chunks. Use analogies or metaphors to relate complex ideas to familiar concepts.

Avoid buzzwords and jargon. Unless writing for a highly specialized audience, steer clear of industry-specific terms that might confuse general readers. When you must use technical terms, provide clear definitions.

Use active voice. Write in active voice to make your sentences more direct and engaging. For example, "The team completed the project" is clearer than "The project was completed by the team."

7. Ground your content in data and credible sources

"Data puts your content in context and gives you credibility."

Use reliable sources. Cite information from reputable organizations, academic institutions, or industry experts. Always verify data before including it in your content.

Present data visually. Use charts, graphs, or infographics to make complex data more accessible and engaging for your readers.

Explain the significance. Don't just present raw data; interpret it for your audience. Explain why the information matters and how it relates to your main points.

8. Master the art of headlines to capture attention

"Spend as much time on the headline as you do on the writing itself."

Create curiosity. Craft headlines that pique interest without giving everything away. Use intriguing questions or surprising statements to encourage clicks.

Use numbers and specifics. Headlines with numbers tend to perform well, as do those that promise specific benefits or outcomes.

Test different versions. Use A/B testing to compare different headline variations and see which ones resonate most with your audience.

Keep it concise. Aim for headlines around 6-8 words or 60-70 characters to ensure they display properly across different platforms and devices.

9. Craft compelling landing pages that convert

"A highly effective [landing page] contains just enough information to inform visitors without making them feel as if fireworks are going off in their faces."

Focus on a single goal. Each landing page should have one clear objective, whether it's signing up for a newsletter, downloading a resource, or making a purchase.

Use clear, benefit-driven headlines. Your main headline should immediately communicate the value proposition to visitors.

Minimize distractions. Remove unnecessary navigation elements or links that could lead visitors away from your main call-to-action (CTA).

Include social proof. Add testimonials, reviews, or case studies to build trust and credibility with potential customers.

Optimize for mobile. Ensure your landing page looks and functions well on all devices, especially smartphones.

10. Write emails that people actually want to open

"Email messages work best when you speak to those who really want to hear from you."

Craft compelling subject lines. Keep subject lines under 50 characters and make them specific, intriguing, or benefit-driven to increase open rates.

Personalize your messages. Use the recipient's name and tailor content to their interests or past interactions with your brand.

Provide value. Every email should offer something useful, whether it's exclusive information, a special offer, or helpful tips.

Keep it concise. Respect your readers' time by getting to the point quickly and using short paragraphs and bullet points for easy scanning.

Include a clear call-to-action (CTA). Tell readers exactly what you want them to do next, whether it's clicking a link, replying to the email, or making a purchase.

Last updated: January 23, 2025