/content-writing

name: content-writing
description: "Create ridiculously good content using Ann Handley's \"Everybody Writes\" methodology—practical, reader-focused writing that serves your audience and achieves your goals. Use when: **Write blog posts** that engage and convert readers; **Create email content** that gets opened and clicked; **Craft social media posts** that stop the scroll; **Develop website copy** that speaks to your audience; **Write thought leadership** that builds credibility"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

Content Writing

> Create ridiculously good content using Ann Handley's "Everybody Writes" methodology—practical, reader-focused writing that serves your audience and achieves your goals.

When to Use This Skill

Use this skill when you need to:

• **Write blog posts** that engage and convert readers
• **Create email content** that gets opened and clicked
• **Craft social media posts** that stop the scroll
• **Develop website copy** that speaks to your audience
• **Write thought leadership** that builds credibility
• **Improve existing content** that's underperforming
• **Edit your own work** with a professional eye
• **Overcome writer's block** and produce content consistently
• **Train team members** on content writing best practices

This skill is particularly valuable for:

• Content marketers creating regular blog/newsletter content
• Marketers wearing multiple hats who need to write
• Subject matter experts translating expertise into content
• Teams wanting to elevate content quality
• Anyone who thinks "I'm not a writer" but has to write anyway

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Methodology Foundation

**Source:** Ann Handley - *Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content* (2014, 2nd edition 2022)

**Core Principle:** Writing isn't a gift—it's a skill. Writing well is part habit, part knowledge of fundamental rules, and part giving a damn about your reader.

> "No one will ever complain that you've made things too simple to understand."

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What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |

What This Skill Does

When invoked, I will guide you through the Everybody Writes methodology:

1. **Apply the Writing GPS** - 12-step framework from idea to published piece 2. **Write for the reader** - Develop "pathological empathy" for your audience 3. **Embrace the Ugly First Draft** - Separate creating from editing 4. **Edit ruthlessly** - Cut, clarify, and polish your work 5. **Adapt to specific formats** - Headlines, emails, social, long-form 6. **Build sustainable habits** - Consistent quality output

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How to Use

Provide information about your content writing challenge:

**Example prompts:**

• "Help me write a blog post about [topic]"
• "Improve this draft—make it clearer and more engaging"
• "Write email subject lines for our newsletter about [topic]"
• "Create social media posts promoting our new [product/content]"
• "I'm stuck on this piece—help me get unstuck"

**Information that helps:**

• Your target audience (who are you writing for?)
• The goal of the content (what action do you want?)
• The topic or subject matter
• Existing draft (if any) to improve
• Format/channel (blog, email, social, etc.)
• Tone/voice guidelines (if any)

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Instructions

The Core Mindset: Writing for the Reader

Every piece of content must answer two questions:

1. **So what?** - Why does this matter? 2. **Who cares?** - Why should the reader care?

If you can't answer both, your content isn't ready.

**Develop "Pathological Empathy":**

| Ask Yourself | Why It Matters | |--------------|----------------| | What does my reader already know? | Avoid boring them | | What do they need to know? | Fill knowledge gaps | | What do they want? | Align with desires | | What do they fear? | Address objections | | How can I help them? | Focus on value |

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Ann Handley's 13 Writing Rules

Foundation Rules

**1. There is no one way to write** Find your process. What works for one writer won't work for another.

**2. Our words are our emissaries** Your writing represents you. Every piece is a chance to build or break trust.

**3. Good writing is a power tool** It's not optional—it's essential. Treat it as a professional skill.

**4. The key to better writing is more writing** Practice is non-negotiable. Write regularly, not just when you "feel like it."

**5. Writing well is habit + knowledge + caring** Know the rules. Practice consistently. Give a damn about your reader.

Clarity Rules

**6. No one complains about too-simple writing** Simplicity is a gift. Never fear being too clear.

**7. Assume ignorance, not stupidity** Explain without condescension. Your reader is smart but may not have context.

**8. Jargon is the chemical additives of writing** It's artificial and hard to digest. Use plain language instead.

Process Rules

**9. The Ugly First Draft is necessary** Don't skip the messy first attempt. It's how you get to good.

**10. Good writers are great editors** The magic happens in revision, not the first draft.

**11. Editing is about clarity, not just grammar** Cut what's unnecessary. Sharpen what's essential.

Discipline Rules

**12. You can't wait for inspiration** Art that waits for the muse sits on the couch watching Netflix.

**13. Deadlines are the WD-40 of writing** They keep things moving. Set them, even if self-imposed.

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The Writing GPS: 12-Step Framework

Use this framework for any significant piece of content:

Phase 1: Preparation

**Step 1: Goal** What's the purpose? What action should readers take?

GOAL TEMPLATE