Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world's first Chief Content Officer. Through her influential books, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content and Content Rules, and her role as a partner at MarketingProfs, she has become a guiding voice for marketers and writers everywhere. Her philosophy champions a more human, empathetic, and fun approach to communication.

Part 1: On Writing: The Foundation of Good Marketing

Handley’s core belief is that in the digital age, everyone is a writer, and that good writing is a habit that can be learned.

  1. "Everybody writes. In this digital world, our words are our emissaries; they tell the world who we are."
  2. "Start with empathy. Continue with utility. Improve with analysis. Optimize with love."
  3. "The best writing is simple, yet not simplistic."
  4. "Assume the reader knows nothing. But don’t assume the reader is stupid."
  5. "Good writing is a habit. The best writers are the ones who show up, day after day."
  6. "The first draft is just you telling yourself the story." This quote, which she borrows from Terry Pratchett, is a cornerstone of her "Ugly First Draft" (TUFD) philosophy.
  7. "Shorter is better. It’s not about word count; it’s about word choice."
  8. "Brevity is a virtue. But it’s not the only virtue. Clarity is also a virtue."
  9. "Verbs are the engine of your writing. Use strong, active verbs."
  10. "Your writing voice is the expression of your personality on the page."

Part 2: On Content Marketing Strategy

For Handley, content isn't about filling a void; it's about creating value and building relationships.

  1. "The best content is not about what you sell, but about what you stand for."
  2. "Make your content a gift to your audience."
  3. "Content marketing is a commitment, not a campaign."
  4. "The best content is the content that your audience will thank you for."
  5. "Your content is your chance to have a conversation with your customers."
  6. "Quality trumps quantity. It’s better to have one great piece of content than a hundred mediocre ones."
  7. "Tell a true story, well. The best content is rooted in truth."
  8. "Don't just be a storyteller. Be a story-doer. Live the story you want to tell."
  9. "Your content should have a mission. What is the one thing you want your audience to do after they engage with your content?"
  10. "The best content marketing isn’t about being the best. It’s about being the most useful."

Part 3: The Audience-Centric Approach

Handley relentlessly champions focusing on the customer's perspective above all else.

  1. "The key to great content is to make the customer the hero of the story."
  2. "Before you create any content, ask yourself: 'So what?' Why should your audience care?"
  3. "Your audience doesn’t care about your products. They care about their problems. Be the solution to their problems."
  4. "Speak to your audience in their language. Use the words they use."
  5. "Your audience is one person. Write to that one person."
  6. "Create content that is so valuable, your audience would pay for it if you asked them to."
  7. "The best marketing feels like a service."
  8. "Your audience is not a target. They are a partner in your success."
  9. "Listen more than you talk. The best content comes from understanding your audience’s needs."
  10. "Don't be afraid to be niche. The riches are in the niches."

Part 4: Empathy, Tone, and Being Human

In a world of automation, Handley argues that the most powerful tool is a human touch.

  1. "Empathy is the most important marketing skill."
  2. "Your tone of voice is the soul of your brand."
  3. "In a world of noise, a human voice is a beacon."
  4. "Don't be afraid to be funny. Humor is a sign of intelligence and confidence."
  5. "Be unapologetically you. Your unique perspective is your greatest asset."
  6. "Marketing is not about what you say, but how you make people feel."
  7. "Don't just sell. Serve."
  8. "The best brands are the ones that have a point of view."
  9. "Be the brand that you would want to be friends with."
  10. "Your customers are not just numbers on a spreadsheet. They are human beings with hopes, dreams, and fears."

Part 5: On Boldness and Breaking the Rules

Handley encourages marketers to be bigger, braver, and a little bit weird.

  1. "The biggest risk is playing it too safe."
  2. "Be audacious. Be bold. Be you."
  3. "Don't follow the trends. Set them."
  4. "The best marketing is the marketing that doesn’t feel like marketing."
  5. "Break the rules. But first, you have to know the rules to break them."
  6. "Your email newsletter is your secret weapon. It’s the one place where you have a direct line to your audience."
  7. "Don't just create content. Create a content brand."
  8. "The future of marketing is in building relationships."
  9. "Be the exception. In a world of beige, be the pop of color."
  10. "Your weirdness is your superpower. Embrace it."

The primary sources for these quotes and learnings are Ann Handley's books, her website, and her extensive work with MarketingProfs.

  • Books:
    • Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content: This book is the definitive guide to practical writing for marketers. It's packed with actionable advice, grammar tips, and frameworks for better content creation.
      • Available on Amazon and at major booksellers.
    • Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (co-authored with C.C. Chapman): This book lays the groundwork for a strategic approach to content marketing.
      • Available on Amazon and at major booksellers.
  • Website and Newsletter:
    • AnnHandley.com: Her personal website is home to her blog and is the best place to sign up for her highly-regarded newsletter, Total Annarchy.
  • MarketingProfs:
    • As a partner and the Chief Content Officer, Ann's philosophy is deeply embedded in the resources and training offered by MarketingProfs, a leading education and training company for marketers.