guia-matthieu/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. 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
npx skills add https://github.com/guia-matthieu/clawfu-skills --skill 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.
Use this skill when you need to:
This skill is particularly valuable for:
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."
| 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 |
When invoked, I will guide you through the Everybody Writes methodology:
Provide information about your content writing challenge:
Example prompts:
Information that helps:
Every piece of content must answer two questions:
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 |
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.
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.
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.
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.
Use this framework for any significant piece of content:
Step 1: Goal
What's the purpose? What action should readers take?
GOAL TEMPLATE:
After reading this, readers will [understand/do/feel] ___________
The primary CTA is: ___________
Success looks like: ___________
Step 2: Reframe
Put readers into the picture. Why do THEY care?
| Your Perspective | Reader's Perspective |
|-----------------|---------------------|
| "We launched a new feature" | "You can now do X faster" |
| "Our company won an award" | "We're committed to quality for you" |
| "Read our latest research" | "Here's how to solve [problem]" |
Step 3: Seek Data
Find facts, stats, examples, quotes, stories to support your point.
Step 4: Organize
Create a rough structure:
Step 5: Write the Ugly First Draft (TUFD)
> "Write with the door closed."
Rules for TUFD:
Step 6: Walk Away
Let it rest. An hour minimum, overnight if possible. Distance creates perspective.
Step 7: Rewrite
Focus on big-picture issues:
Step 8: Edit for Clarity
Cut ruthlessly. For every sentence:
Kill your darlings. That clever phrase you love? If it doesn't serve the reader, cut it.
Step 9: Edit for Grammar and Style
Now worry about:
Step 10: Read Aloud
Your ear catches what your eye misses:
Step 11: Get a Second Opinion
Fresh eyes see what you can't. Ask someone to read for:
Step 12: Final Look
One last polish, then PUBLISH. Don't let perfect be the enemy of done.
Principles:
Formula Options:
| Formula | Example |
|---------|---------|
| How to [achieve result] | "How to Write Headlines That Convert" |
| [Number] Ways to [benefit] | "7 Ways to Improve Your Email Open Rates" |
| The [adjective] Guide to [topic] | "The Complete Guide to Content Strategy" |
| [Question your audience asks] | "Why Isn't Your Content Converting?" |
| [Result] in [timeframe] | "Better Blog Posts in 30 Minutes" |
Types that Work:
Avoid:
Best Practices:
Formulas:
| Type | Example |
|------|---------|
| Curiosity | "This changed how I write forever" |
| Direct | "Your weekly content tips" |
| Question | "Struggling with headlines?" |
| How-to | "How to write faster (without sacrificing quality)" |
| Urgency | "Last day: Content workshop registration" |
Principles:
Format for Long-Form (LinkedIn):
[Hook: provocative statement or question]
[Space]
[Context: why this matters]
[Key insight or story]
[Takeaway or lesson]
[CTA or question for engagement]
Use this checklist before publishing:
Big Picture:
Clarity:
Reader Focus:
Polish:
Original Draft (Before):
> "In today's fast-paced digital landscape, businesses are increasingly recognizing the importance of leveraging content marketing strategies to enhance their brand visibility and drive meaningful engagement with their target audiences. Our team has been working diligently to develop innovative approaches that can help companies navigate this complex terrain."
Analysis:
Rewritten (After):
> "Your blog has been stuck at 500 monthly visitors for six months. You've published consistently. You've promoted on social. Nothing's working.
>
> Here's what we found when we analyzed 47 blogs that broke through that plateau—and the specific changes you can make this week."
What Changed:
Assignment: Write a newsletter introducing a new guide on email marketing.
Using the Writing GPS:
Goal: Get readers to download the guide
Reader reframe: They struggle with email—low open rates, low clicks, no results
The Email:
Subject: Your emails aren't the problem
Hey [Name],
I talked to 23 marketers last month about email.
Same frustration every time: "We write good emails. Why doesn't anyone engage?"
Here's what I've realized: the email itself usually isn't the problem.
The problem is what happens BEFORE the email:
- Sending to the wrong segment
- Sending at the wrong time
- Sending without a clear reason readers should care
We just published a guide that walks through the pre-email checklist
that doubled our own open rates.
It's 12 pages. No fluff. Takes 10 minutes to read.
→ Grab it here: [LINK]
If you implement even one thing from it, let me know what changes.
— Ann
P.S. Page 7 has the framework that made the biggest difference for us.
Why It Works:
CONTENT BRIEF
Title/Topic: _______________
Format: Blog / Email / Social / Other
Target audience: _______________
Goal (reader action): _______________
KEY QUESTIONS TO ANSWER:
1. What problem does this solve for the reader?
2. What will they know/do after reading?
3. What makes this different from existing content?
MAIN POINTS:
1. _______________
2. _______________
3. _______________
DATA/EXAMPLES NEEDED:
- _______________
- _______________
CTA: _______________
SUCCESS METRICS: _______________
When stuck, answer these questions quickly without editing:
Then write for 15 minutes without stopping.
Pass 1: Structure
Pass 2: Clarity
Pass 3: Reader Focus
Pass 4: Polish
Primary Source:
Additional Resources:
Take guia-matthieu/content-writing from the repository into ~/.claude/skills for personal
use, or into .claude/skills inside a project.
The agent identifies a skill by the name field in its header. Two skills with the
same name cannot sit side by side — one of them will be ignored.