| Description |
xviii, 188 pages : illustrations ; 18 cm |
| Contents |
Pt. 1. Getting started : necessary for all documents -- 1. Identify your primary reader : do you have multiple readers? -- 2. Understand what you reader needs to know about the subject -- 3. Know what's in it for your reader -- 4. Determine if your writing needs a special angle or point of view -- 5. Anticipate your reader's attitude toward the subject -- 6. Pinpoint your purpose and action item -- 7. Write in one sentence the key point you want the reader to remember -- 8. Know who should receive a copy of the message -- 9. Understand the best way to deliver the message -- 10. Know the best time to deliver the message -- 11. Ask yourself the questions your reader will have : who? what? when? where? why? how? -- 12. Write headlines that tell your story -- 13. Sequence the headlines strategically -- 14. Develop a drafting process -- 15. Revisit the draft -- 16. Allow ample white space -- 17. Use headlines, subheads, and sidelines -- 18. Use bulleted and numbered lists, when appropriate -- 19. Use charts, tables, and graphs, when appropriate -- 20. Use color judiciously -- 21. Keep it short and simple (KISS) -- 22. Use positive words, rather than negative words -- 23. Use the active voice -- 24. Use you and your more than I, me, we, and us -- 25. Be consistent and clear -- 26. Use gender-neutral terms -- 27. Use industry-related jargon appropriately -- 28. Think seriously about being funny -- 29. Proofread for accuracy and consistency -- 30. Edit for content -- Pt. 2. Moving forward : a wide array of business documents -- 31. Write a descriptive abstract -- 32. Write an informative abstract -- 33. Follow the guidelines -- 34. Write a dynamite summary -- 35. Read the masthead -- 36. Write a compelling query letter -- 37. Enhance your career with a technical article -- 38. Determine the format -- 39. Remember that this is about your reader, not about you -- 40. Follow general guidelines -- 41. Determine what you need for content -- 42. Know what to avoid -- 43. Know the role you play -- 44. Create a list of responsibilities -- 45. Generate a production schedule -- 46. Brainstorm to generate ideas -- 47. Draft collaboratively -- 48. Organize a peer review -- 49. Use group writing tools -- 50. Write a subject line that delivers an informative, compelling message -- 51. Deliver the message in the subject line, when appropriate -- 52. Change the subject line when replying to a message -- 53. Know when to reply to sender or to all -- 54. Use a salutation and a complimentary closing -- 55. Create an electronic signature -- 56. Use Bcc appropriately -- 57. Create an easy-to-read message -- 58. Write the executive summary after you finish the longer document -- 59. Use technical terms cautiously -- 60. Sequence information to have the most impact on your reader -- 61. Acquire guidelines -- 62. Start with the planning -- 63. Build partners, not funders -- 64. Know what to include -- 65. Think of yourself as the teacher and the reader as the learner -- 66. Understand how your reader will use the instructions -- 67. Chunk information -- 68. Include enough details -- 69. Use the step-action table -- 70. Highlight warnings -- 71. Test, test, and test again -- 72. Know where the parts go -- 73. Avoid trite expressions -- 74. Use correct style -- 75. Format a multiple-page letter correctly -- 76. Be comfortable and be prepared -- 77. Know what to include -- 78. Standardize your format -- 79. Express the vision of your company -- 80. Know what to omit -- 81. Do your homework -- 82. Write a press release that's of interest to readers -- 83. Use correct formatting -- 84. Use the power of the Internet -- 85. Know your audience -- 86. Use the power of persuasion -- 87. Distinguish between what to include in the visuals and what to say -- 88. Prepare one visual for each point -- 89. Craft text strategically -- 90. Use graphics to enhance the message -- 91. Create a storyboard -- 92. Use handout notes effectively -- 93. Write a convincing internal proposal -- 94. Write a winning external proposal -- 95. Include why the prospect should select you over other candidates -- 96. Get to know the RFP or RFQ -- 97. Understand the evaluation process -- 98. Brace for the results -- 99. Get up close and personal -- 100. Realize the benefits of mail or Web questionnaires -- 101. Design the questionnaire -- 102. Learn from the results -- 103. Start with a summary of your qualifications -- 104. Use keywords to pump up your prose -- 105. Use results-oriented bullets -- 106. Include awards, publications, or special recognition -- 107. Know what to omit -- 108. Send each resume with a customized letter -- 109. Determine the scope -- 110. Understand your readers -- 111. Know what to include in an informal report -- 112. Know what to include in a formal report -- 113. Understand how to develop specifications -- 114. Write specs in their natural order -- 115. Ask yourself four basic questions -- 116. Make the opening and closing memorable -- 117. Use the right tone -- 118. Write as you speak -- 119. Be aware of your speech patterns -- 120. Omit trite or inappropriate expressions -- 121. Think internationally -- 122. Captivate visitors on the homepage -- 123. Highlight what differentiates you from your competitors -- 124. Identify key words and phrases so readers find your site easily -- 125. Focus on your visitor, not on your company or yourself -- 126. Stress benefits, not features -- 127. Craft compelling, informational headlines -- 128. Write for readability -- 129. Prolong visits by offering something of value -- 130. Don't overwhelm visitors with the design or graphics -- 131. Be sensitive to international audiences -- 132. Understand why websites don't bring in new business -- 133. Test, test, and test -- 134. Use a logical structure -- 135. Know what to avoid |
| Summary |
The ability to write well is a critical skill for professionals in nearly every field. Good writers provide leadership, influence decisions, and advance their own careers. In this new book, Sheryl Lindsell-Roberts draws from her twenty-plus years of experience as a successful consultant for clients in business, education, and government. In a lively, engaging style, she explains how to write persuasively for virtually any audience. Part 1 addresses the basics of all business writing: understanding the reader, drafting, achieving the right tone, creating visual impact, and editing. Part 2 provides more specific advice on brochures, executive summaries, speeches, PowerPoint presentations, Web site content, and much more. Concrete examples illustrate practical strategies such as how to present a message positively instead of negatively, how to sequence information for different kinds of readers, and how to use charts to highlight key points |
| Notes |
Subtitle on cover: Write it so they'll read it |
| Subject |
Business writing -- Handbooks, manuals, etc.
|
|
Commercial correspondence -- Handbooks, manuals, etc.
|
| Genre/Form |
Handbooks and manuals.
|
| LC no. |
2005033828 |
| ISBN |
0618659919 |
|
9780618659913 |
|
