Everybody Writes by Ann Handley is an outstanding book for coaches who want to create content through writing. Here are 5 things that stand out halfway through this book that will help any coach who struggles with writing:

ONE: Be a creature of habit. Ann shows how to use this as a strength.

Pick a time(s) to write. I’m most focused early in the morning and early evening. I had been in the mindset of “I’ll write when inspiration strikes.” Ann writes, “An hour of good writing every day accomplishes more than 5 hours straight on Saturday.”

Follow a formula. Thank goodness, my engineering brain can do that. Ann suggests an outline, The Ugly First Draft (TUFD), rewrites and edits. So far so good for me. After only half of the book read and 3 days following the formula, I have 1 TUFD and 3 outlines for future blogs/articles. The greatest point is your writing never needs to be perfect. Good writing often enough leads to great writing.

TWO: Writing isn’t about getting struck by the creativity lightning bolt. Steady, solid content writing needs one main subject or point or value identifier to build around.

We all have value or we wouldn’t have made it this far. Focusing on one main point has made it easier to write and build around that point than try to lasso all of my experience and knowledge at once. In addition, striving to be a great content writer is like being Michael Jordan; practice, practice, practice especially when no one is looking.

The Ugly First Draft helps me just spill out what I’m thinking without any thought of grammar, punctuation, sentence structure, etc. Not getting caught in the weeds keeps my mind focused on the main point and supporting information. Ann suggests keeping the main point at the top of each page during TUFD. Keeping the main point front and center is the key to successful free-writing.

THREE: Write for the “So what.” Write for the reader’s perspective.

You’ve written content. So what? It’s easy for me to think that because I’m scaling the wall on the obstacle course of writing, that anything put down is worth reading. Looking at your writing from the reader’s perspective is an aha moment and adds clarity to content. Writing to answer the question “So what?” feels like that 153-yard wedge shot, you barely feel the club strike the ball, it soars 5 yards past the pin and spins back for a tap-in birdie.

FOUR: Good writing is critical in today’s business world.

Notice I didn’t say perfect or even great writing. Good writing allows others, hopefully a few of them clients, to know who you are and what you’re trying to convey. LinkedIn, Facebook, etc., allow anyone to be a publisher whether they know it or not. That cute picture of Suzie riding the pony on Facebook is publishing. It shows the world what’s important to you and how you convey that message. Writing well can educate, inspire, create more questions to discuss and the list goes on. All are required to be a successful and relevant coach.

FIVE: Anyone can do it…well! The jury is still out on my writing abilities.

I have hated to write for as long as I can recall and, in my previous career chapters, the only content I wrote was “how-to’s,” engineering project updates and gory incident reports. It has become quite clear that writing is critical for any coach’s business development. We can hire writers or, since I’m just beginning, write our own. I am enjoying this process more than I thought possible. I’m only halfway through the book and three days into the process but for once in my life, writing isn’t the last thing after our Xolo’s landmines in the backyard are deactivated.