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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• About the authorIntroduction  part 1 Planning 1   Powerful business writing: Your objective2   Proposition: The thin end of your wedge3   Content: Interrogation & insight4   Context: Audience & medium5   Concept: Bringing your story to life6   Essential Plan checklist  part 2 Doing 7  Punctuation, grammar & usage 8  How to harness style & structure9  How to craft that draft10  How to win hearts & minds11  How to be utterly fascinating12  How to be irresistibly persuasive13  Twenty-five quick wins14  Essential Do checklist  part 3 Reviewing 15  Perfect, prune & polish16  Giving and getting feedback17  Getting better18  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.

Select Guide Rating

• About the authorIntroduction  part 1 Planning 1   Powerful business writing: Your objective2   Proposition: The thin end of your wedge3   Content: Interrogation & insight4   Context: Audience & medium5   Concept: Bringing your story to life6   Essential Plan checklist  part 2 Doing 7  Punctuation, grammar & usage 8  How to harness style & structure9  How to craft that draft10  How to win hearts & minds11  How to be utterly fascinating12  How to be irresistibly persuasive13  Twenty-five quick wins14  Essential Do checklist  part 3 Reviewing 15  Perfect, prune & polish16  Giving and getting feedback17  Getting better18  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.

Select Guide Rating

• About the authorIntroduction  part 1 Planning 1   Powerful business writing: Your objective2   Proposition: The thin end of your wedge3   Content: Interrogation & insight4   Context: Audience & medium5   Concept: Bringing your story to life6   Essential Plan checklist  part 2 Doing 7  Punctuation, grammar & usage 8  How to harness style & structure9  How to craft that draft10  How to win hearts & minds11  How to be utterly fascinating12  How to be irresistibly persuasive13  Twenty-five quick wins14  Essential Do checklist  part 3 Reviewing 15  Perfect, prune & polish16  Giving and getting feedback17  Getting better18  Essential Review checklist  Index