Ann Handley

Don’t discount your own experience; at the same time,

don’t rely exclusively on it. Use yourself as one of your sources

if you have relevant experience

“the more personal you are, the more universal you become,”

“The writer who uses herself as a source and resource has

the greatest chance of connecting with the largest audience,”

A]sk yourself: What do I think about this

story? What do I know about it?”

You’ll want to research your topic, of course.

4. Organize. What structure helps communicate your point?

Some options are a list, a how-to guide, and a client narrative.

Organize the outline or general architecture that suits that type

of story best.

5. Write to one person. Imagine the one person you’re helping

with this piece of writing. And then write directly to that

person (using you, as opposed to using people or they).

Connect your reader to the issue you’re writing about

(again, why does it matter to him or her?), perhaps by relaying

a scenario or telling a story. Put your reader (or someone just

like him or her) into your story right up front—because you

want the reader to recognize and relate to an issue.

6. Produce The Ugly First Draft.

basically where you show up and throw up. Write badly. Write

as if no one will ever read it.