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Whether you are writing a proposal, a report, a presentation or an email, this book will show you how to write to persuade staff, colleagues, board directors and customers. The Financial Times Essential Guide to Business Writing demonstrates how your choice of language can influence your reader. It gives you clear examples to show you the dos and don'ts of successful business writing and essential tips that are proven to make your writing more effective.
It shows you how to write for different audiences and in different media using style, structure and the psychology of language to your advantage. It also gives you the writing secrets used by the world's best advertising writers, which you can use to great effect in your own business writing.
Whether you are writing a proposal, a report, a presentation or an email, this book will show you how to write to persuade staff, colleagues, board directors and customers. The Financial Times Essential Guide to Business Writing demonstrates how your choice of language can influence your reader. It gives you clear examples to show you the dos and don'ts of successful business writing and essential tips that are proven to make your writing more effective.
It shows you how to write for different audiences and in different media using style, structure and the psychology of language to your advantage. It also gives you the writing secrets used by the world's best advertising writers, which you can use to great effect in your own business writing.
Ian Atkinson
is a multi award-winning creative director at one of the UKs biggest agency groups. Hes written copy in every major medium and for some of the best-known brands in their sectors including Avis, Barclays, Dyson, Macmillan, National Geographic, Oxfam, Sky and Zurich. Hes also written, edited or critiqued hundreds of business proposals, plans, presentations, pitch documents and marketing materials. Ian has a degree in psychology.
About the author
Introduction
part 1 Planning
1 Powerful business writing: Your objective
2 Proposition: The thin end of your wedge
3 Content: Interrogation & insight
4 Context: Audience & medium
5 Concept: Bringing your story to life
6 Essential Plan checklist
part 2 Doing
7 Punctuation, grammar & usage
8 How to harness style & structure
9 How to craft that draft
10 How to win hearts & minds
11 How to be utterly fascinating
12 How to be irresistibly persuasive
13 Twenty-five quick wins
14 Essential Do checklist
part 3 Reviewing
15 Perfect, prune & polish
16 Giving and getting feedback
17 Getting better
18 Essential Review checklist
Index
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780273761136 |
| ISBN-10: | 0273761137 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Atkinson, Ian |
| Hersteller: | Pearson Education Limited |
| Maße: | 221 x 139 x 15 mm |
| Von/Mit: | Ian Atkinson |
| Erscheinungsdatum: | 08.11.2011 |
| Gewicht: | 0,294 kg |
Ian Atkinson
is a multi award-winning creative director at one of the UKs biggest agency groups. Hes written copy in every major medium and for some of the best-known brands in their sectors including Avis, Barclays, Dyson, Macmillan, National Geographic, Oxfam, Sky and Zurich. Hes also written, edited or critiqued hundreds of business proposals, plans, presentations, pitch documents and marketing materials. Ian has a degree in psychology.
About the author
Introduction
part 1 Planning
1 Powerful business writing: Your objective
2 Proposition: The thin end of your wedge
3 Content: Interrogation & insight
4 Context: Audience & medium
5 Concept: Bringing your story to life
6 Essential Plan checklist
part 2 Doing
7 Punctuation, grammar & usage
8 How to harness style & structure
9 How to craft that draft
10 How to win hearts & minds
11 How to be utterly fascinating
12 How to be irresistibly persuasive
13 Twenty-five quick wins
14 Essential Do checklist
part 3 Reviewing
15 Perfect, prune & polish
16 Giving and getting feedback
17 Getting better
18 Essential Review checklist
Index
| Erscheinungsjahr: | 2011 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780273761136 |
| ISBN-10: | 0273761137 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Atkinson, Ian |
| Hersteller: | Pearson Education Limited |
| Maße: | 221 x 139 x 15 mm |
| Von/Mit: | Ian Atkinson |
| Erscheinungsdatum: | 08.11.2011 |
| Gewicht: | 0,294 kg |
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