Every published module, all in one place.
View the Writing category page
5 modules
Writing → Copywriting
Rules for writing landing page copy that converts: one page one goal, a headline that states the value promise, hero-to-proof-to-objections-to-CTA hierarchy, specificity over adjectives, social proof placement, and CTA wording.
by @markdowners
Rules for writing headlines and titles across formats: specificity over vagueness, curiosity paired with a real payoff, using numbers and brackets effectively, length bands per channel, banned clickbait patterns, and testing variants.
Writing → Tone Of Voice
Rules for defining and applying a consistent brand voice: naming voice traits with do/don't pairs, calibrating formality, keeping consistency across channels, distinguishing voice from tone, and maintaining a banned-phrases list.
Rules for writing blog posts that rank and read well: search-intent match, one primary keyword with natural variants, title and H2 structure, scannability, internal linking, meta descriptions, and refreshing old posts.
Writing → Storytelling
Rules for narrative structure in any written piece: stakes before detail, concrete specifics over abstraction, one protagonist, conflict as the engine, show-then-tell, and how to find the story in dry material like case studies and data.