Financial Times Essential Guide to Business Writing, The

How to write to engage, persuade and sell

AvIan Atkinson

Häftad, Engelska, 2011

Del i serien The FT Guides

146 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2011-11-08
Mått:138 x 12 x 214 mm
Vikt:220 g
Format:Häftad
Språk:Engelska
Serie:The FT Guides
Antal sidor:184
Upplaga:1
Förlag:Pearson Education
ISBN:9780273761136

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Mer om författaren

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.

Innehållsförteckning

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