Follow a
"Writing GPS"
by Ann Handley
  2. Reframe with your reader in mind
    Questions
      Why does it matter to them?
      What's in it for them?
      Why should they care?
      What's the clear lesson you want them to take away?
      What questions might they have?
      What advice or help can you provide?
    Exercise
      So what? "I want to..."
      Because...
      Express your idea as a clear message
      Put it at top of document - a "True North" for whatever you're creating
  1. Goal
    Questions
      What is your business goal?
      What are you trying to achieve?
      Why does it matter?
    Exercise
      "I want to..."
      "Because..."
    1. Goal
      Questions
        What is your business goal?
        What are you trying to achieve?
        Why does it matter?
      Exercise
        "I want to..."
        "Because..."
  3. Seek out data and examples
    Questions
      What credible sources support your main idea?
      Can you cite examples?
      Data?
      Real-world stories?
      Relevant anecdotes?
      What relevant experience do I have?
      Is there research that quantifies the problem?
      Who else has experienced catastrophes or successes?
      Get their first-hand stories and advice
      What's been my own experience?
  4. Organize
    What structure helps communicate your point?
    Options: a list, a how-to guide, a client narrative, a Q&A, a contrarian view, a skeptical approach, how-to, case study
    Organize an outline of your content accordingly
  5. Write to 1 person
    Imagine the person you're helping
    Write directly to him or her
    Relay a scenario
    Tell a story
    Make sure your reader recognizes and relates to the story
  6. Produce the Ugly First Draft (TUFD)
    Just get it down on screen
    Don't worry about grammar, flow
  7. Walk away
    Let your ideas percolate
  8. Rewrite
    Shape TUFD into a flow that makes sense
  9. Give it a great headline or title
    What promise will you deliver on?
    Why should they keep reading?
    Invest time in brainstorming the BEST headline!
  10. Have someone edit it
    Grammar
    Usage
    Style
    Punctuation
  11. One final look for readability
    Questions
      Does your writing look inviting, alluring, easy to scan?
      Does it contain short paragraphs and bold subheads?
      Are your lists bulleted or numbered?
    Bulky text is NOT fun to read!
  12. Publish
    Ask: "What now?"
    What do you want your readers to do next?
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  Created by Chuck Frey
@chuckfrey
mindmappingsoftwareblog.com