Ann Handley’s writing style and why it works

If you have ever visited, you will quickly realize that they make masterful marketing simple and understandable to the masses. Marketingprofs handles a wide variety of popular marketing and social media topics that concern us all such as: How to write a better title for our sales emails or ways for marketers to be more data driven.

One of the aspects of the writing style which I like the most is that it is easy to digest. The writing is in clear English and no decyphering is necessary. Another thing that is cute is the constant integration of themes about puppies, kitties, snacks, desserts, childhood, or other relatable themes. It is much more pleasant to read an article that has themes you can not only relate to, but that make you feel good.

Additionally, there are many graphics, charts, and other visual aids that make the reading experience more three-dimensional. Right now, I’m reading a chart about how people express laughter online. Haha wins the game with 51.4% of the total laughter while lol only is getting 1.9%? Could this really be true? Of course emoji’s often follow the verbalization of the laughter. Next, the age of the laughers was analyze in yet another chart. As a marketer I find all of this analysis very interesting — and that is no joke — lol-not!

I’m reading another article about how to woo bloggers into long term relationships to promote your brand. What I’m seeing in this article is something I saw a long time ago — subheaders. The subheaders here all have a very simple type of grammar which I have found tends to make it easier for readers to stick on the page mentally. People who spend too much time online get mentally frazzled and have some degree of ADD. Here are some of the subheaders used:

1. Identify your audience
2. Find the right bloggers
3. Create a real relationship
4. Help bloggers to grow
5. Understand what motivates each blogger
6. Show respect
7. Live up to your commitments

As you can see, each subheader starts with a simple verb in the imperative conjugation. Then, a unique continuation of the sentence fragment follows. Not all of the verbs are calls for aggressive action. Some are more introspective like understanding and some are more philosophical or philanthropical like helping others to grow. I particularly like the point about living up to your commitments as many people in social media do not publish links on time (me included although I always do it) and many others are in such a hurry to get their link that they will disrespect you (point 7 on the list) if the link doesn’t go up in lightening speed even if the link wasn’t spelled out clearly in the text of the email.

What I don’t like about marketingprofs is that they password protect their blog. If you don’t login you can only see half of the text of each article — the top half which omits the bottom line (haha.) I have so many passwords for different accounts I had to use the password retrieval feature today just to get in. Also, their focus is very narrow. It is completely focused on marketing while I would prefer a small amount of diversion into the world of business, entrepreneurship, startups, and other types of business articles that I love so much to read.

But, in any case. Marketingprofs can take you to a deeper level of understanding about online marketing and social media and especially content creation. They create content in a fun and relatable way. I hope you visit their blog and enjoy it. Anyway, thanks for reading my article — hehe☺☺

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