Every nonprofit communicator writes [book review]

Whether you like doing it or not, if you’re a nonprofit marketer or communicator, you write. In fact, today’s marcom pros might just write more than ever before. But we don’t all come to this line of work from a writing background, which means a little guidance and reference material can help. To that end, I have a book recommendation for you: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley.

In her introduction, Handley explains that she created Everybody Writes to deliver something that is part writing guide, part content marketing handbook and an all-around desk companion for anyone creating content on behalf of brands.

Writing guidance from a seasoned pro

Handley writes from her perspective as a seasoned pro with many years of experience with marketing, content marketing and digital marketing. She’s the Chief Content Officer of MarketingProfs and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business – to name just a couple of her credentials.

What to expect from the book

Everybody Writes is 320 pages of enjoyable, easy-to-read guidance that is entertaining on the first pass, but also a definite keep-within-reach reference. The book is divided into six sections:

• Part 1: Writing Rules: How to write better (and how to hate writing less)
• Part 2: Writing Rules: Grammar and usage
• Part 3: Story Rules
• Part 4: Publishing Rules
• Part 5: 13 Things Marketers Write
• Part 6: Content Tools

Throughout Everybody Writes, Handley revisits the idea that there are two types of writers; those who think they can’t write, and those who think they can – and that both are often wrong. Another recurring theme; there’s no escaping the fact that today, we are writing all kinds of content, all of the time.

“Being able to write well isn’t nice; it’s a necessity. And it’s also the oft-overlooked cornerstone of nearly all content marketing.”

– Ann Handley

Practical tips for nonprofit communicators

Handley knows what marketing writers need, from a practical point of view, and delivers it. Some highlights for nonprofit content marketers:

In ‘How to write better’

This section was preaching to the converted for me, because I already use and believe in so many of these techniques. However (or because of that?), I still loved it, especially Handley’s advice and prompts around:

• Improving your writing through discipline/practice
• Creating a system
• Using a conversational tone and simple language
• Embracing the ugly first draft
• Avoiding writing by committee

In ‘Grammar and usage’

This section is based on dispelling the notion that writing is grammar. Rather, Handley shares rules of grammar and usage, curated for a marketing audience. You’ll love this if, like me, you’d had to tell internal players things like, “Yes I know the tagline isn’t grammatically perfect – it’s ad copy!”

In ‘Publishing Rules’

For those feeling a bit anxious about entering the relatively new world of nonprofit content marketing and everything that comes with becoming a publisher, the Publishing Rules section will be your best ally. Sound advice about looking for stories and news, interview tips, fact-checking and copyright considerations, will put you at ease.

In ‘13 Things Marketers Write’

Here, you’ll find cheat sheets to writing copy you might never have written before – or copy you’ve just been ‘winging’. From writing for Twitter, Facebook and LinkedIn, to writing blog posts, landing pages, headlines and even annual reports, if you get an assignment to write something that’s new for you, just open up to page 181! Handley even includes a handy reference outlining the ideal length for blog posts, podcasts, Facebook posts, Tweets and other marketing content.

In ‘Content Tools’

In the final section, Handley’s roundup of content tools points you to resources that help with research, writing, productivity, editing, idea generation and more. She even points to a number of existing style guides, which will be very useful if you need to create a style guide for your organization.

Final thoughts

I love so much about this book. For me, it delivers everything that Strunk and White’s Elements of Style leaves me wanting. I know I’ll be re-reading Everybody Writes and will certainly be referring to individual sections over and over again.

If there’s any downside, it’s that Everybody Writes can read a bit like a compilation of blog posts. However, since the content is so useful, that’s really not such a bad thing.

Tip: Don’t buy the ebook version, because you’re going to want the hard copy handy as a reference.

Buy this book

My final analysis; buy this book now. Add it to your holiday wish list. Or buy it for a communicator you know. Every nonprofit communicator should have Everybody Writes. There is truly something in it for everyone.