Writing for Humans and Robots  ## Metadata - Author: [[Maddy Osman]] | [[3. Resources/Authors/Maddy Osman|Maddy Osman]] - Full Title: Writing for Humans and Robots - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B09X4NJ9H8) - Document Tags: [[Writing]], [[Marketing]] ## Document Notes ## Highlights - To me style is just the outside of content, and content the inside of style, like the outside and the inside of the human body—both go together, they can't be separated. —Jean-Luc Godard ([Location 207](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=207)) - Don’t repeat the same words too close together in the same sentence or paragraph. ([Location 235](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=235)) - Cut out fluff words. ([Location 236](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=236)) - Don’t break the “4th wall”: avoid referring to the article itself. ([Location 431](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=431)) - As a very general rule, if it sounds good out loud, as in a conversation, it’s likely fair game for web content writing. ([Location 545](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=545)) - [Do Something Desirable] Like [an Expert] Without [Something Expected and Undesirable]53 ([Location 1214](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=1214)) - [Adjective] & [Adjective] [What You Are / SEO Keyword Phrase] That Will [Highly Desirable Promise of Results]54 ([Location 1220](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=1220)) - S—Specificity. H—Helpfulness. I—Immediacy. N—Newsworthiness. E—Entertainment value.57 ([Location 1238](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=1238)) - Your brief should address several aspects, including the following: The goal behind creating the content, like a specific user problem you’re solving. The general topic focus of the content, plus the specific and unique angle to take. Any project-specific details and features that must be included for the content to meet its goal and adequately cover the given topic. For search engine optimization (SEO) content, the specific keywords the writer should include. Research material and/or competitor content to improve on. The stage in the buyer’s journey that you’re addressing with the content (possibly communicated in terms of a specific blog category label). ([Location 1724](https://readwise.io/to_kindle?action=open&asin=B09X4NJ9H8&location=1724))