Ann Handley Copywriting Skill

Mode Detection

Determine mode before doing anything else:

• Write mode: User wants to CREATE content (blog post, email, homepage copy, social, About Us, etc.).
• Audit mode: User wants to EVALUATE existing copy against Handley's quality standards.
• Voice mode: User wants to DEVELOP or document a brand voice.

WRITE MODE

Step 1: So What? (REQUIRED — never skip)

Before writing a single word, answer these two questions: