Financial Times Essential Guide to Business Writing, The (inbunden)
Fler böcker inom
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
184
Utgivningsdatum
2011-11-01
Upplaga
1
Förlag
Pearson Education
Dimensioner
215 x 146 x 12 mm
Vikt
294 g
Antal komponenter
1
ISBN
9780273761136

Financial Times Essential Guide to Business Writing, The

How to write to engage, persuade and sell

av Ian Atkinson
Häftad,  Engelska, 2011-11-01
200
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Its a fascinating subject and a fascinating book. Without doubt, its one of the best guides on business writing available today, expertly written and with clear, understandable guidance throughout. It will supercharge your writing and fast-track your business success.

Kate Allen, Head of UK & Ireland Marketing, BP Castrol

Every serious business professional should have a copy of this book; its an absolute godsend. One of the three business books I always have on my desk to refer to, its worth its weight in gold. In fact its worth its weight in saffron.

Sheridan Thompson, CRM Director, The Walt Disney Company

I loved this book. So many important business decisions are still made - and swayed - by writing. So if you can harness style, structure, substance and the psychology of persuasion in your writing, you've got a powerful business advantage.

James O'Keefe, Head of Communications Planning, Lloyds Banking Group

YOUR ESSENTIAL GUIDE TO BUSINESS WRITING

The Financial Times Essential Guide to Business Writing gives you the critical knowledge you need to make your writing more convincing, compelling and persuasive. It will also help you develop your writing skills for the future by showing you how to coach yourself so you can consistently improve your performance.

This concise, practical guide shows you exactly how to produce writing that has both style and substance, which captures your readers attention, and presents an irresistible call to action. If you follow its guidance, your writing will sizzle off the page and get you the results you want.

FT ESSENTIAL GUIDES: THE KNOW-HOW YOU NEED TO GET THE RESULTS YOU WANT
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Fler böcker av Ian Atkinson

Övrig information

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 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

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