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FT Essential Guide to Business Writing

FT Essential Guide to Business Writing

How to write to engage, persuade and sell

Ian Atkinson

Nov 2011, Paperback, 184 pages
ISBN13: 9780273761136
ISBN10: 0273761137
£14.99
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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.

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

Ian Atkinson

is a multi award-winning creative director at one of the UK’s biggest agency groups. He’s 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. He’s also written, edited or critiqued hundreds of business proposals, plans, presentations, pitch documents and marketing materials. Ian has a degree in psychology.

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