دانلود کتاب The Truth About the New Rules of Business Writing

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Cover
Contents
Introduction
Part I: The truth about what makes writing work
TRUTH 1 Most people aim for the wrong target
TRUTH 2 If you can say it, you can write it
TRUTH 3 Forget yesterday—write for today
TRUTH 4 Planning is the magic ingredient
TRUTH 5 To achieve your goal, look below its surface
TRUTH 6 Cut to the chase: Put the bottom line on top
TRUTH 7 “Me”-focused messages fail
TRUTH 8 People are not the same: Write for differences
TRUTH 9 Tone makes—or breaks—your message
TRUTH 10 Knowing your inside story is the key
TRUTH 11 Forget outlines—organize your thinking
TRUTH 12 How to organize is a personal choice
TRUTH 13 Every message you send has a psychological impact
TRUTH 14 Effective messages lead with strength
TRUTH 15 To succeed, cover your ground and remember “the ask”
TRUTH 16 Your goal and audience determine the best way to communicate
Part II: The truth about self-editing
TRUTH 17 The best writers don’t write; they rewrite
TRUTH 18 Rhythm and transitions make writing move
TRUTH 19 Less can be a whole lot more
TRUTH 20 Passive thinking and jargon undermine clarity
TRUTH 21 You don’t need grammar drills to spot your writing problems
Part III: The truth about successful e-mail
TRUTH 22 Use e-mail to communicate in the fast lane—powerfully
TRUTH 23 Good subject lines say, “Open sesame”
TRUTH 24 Know your e-mail do’s and don’ts
TRUTH 25 Writing good progress reports is worth your time
Part IV: The truth about letters
TRUTH 26 Letters: They live! And you need them
TRUTH 27 Letters build relationships
TRUTH 28 Cover letters matter, big time
Part V: The truth about reports and proposals
TRUTH 29 Good reports generate action
TRUTH 30 Organizing complex projects isn’t that hard
TRUTH 31 Well-crafted proposals win
TRUTH 32 The letter format lets you shortcut proposals
TRUTH 33 Root grant applications in “mission”—yours and the funder’s
Part VI: The truth about Web sites
TRUTH 34 Writing is the missing factor in your competitors’ Web sites
TRUTH 35 Web sites built on keywords and content build traffic
TRUTH 36 A home page must crystallize who you are
Part VII: The truth about new media
TRUTH 37 Blogging and social media are powerful business tools
TRUTH 38 To blog for yourself, be yourself, but carefully
TRUTH 39 Good business blogging is edgy
TRUTH 40 Tweeting and texting: the ultimate self-edit challenge
TRUTH 41 E-letters focus marketing and reinforce branding
TRUTH 42 Good PowerPoint is more than pretty faces: It starts with writing
Part VIII: The truth about writing to self-market
TRUTH 43 Strong résumés focus on accomplishments, not responsibilities
TRUTH 44 Fliers are easy all-purpose promotional tools
TRUTH 45 It pays to think PR and send news releases
TRUTH 46 Writing articles boosts your career
TRUTH 47 The virtual world offers self-publishing power
Part IX: The truth about tricks of the trade
TRUTH 48 Good headlines help your writing work—a lot
TRUTH 49 Skillful interviewing is a major (but unrecognized) business asset
TRUTH 50 Readers are global: Try not to confuse them
TRUTH 51 Clarity is next to godliness
TRUTH 52 You can fix your own grammar goofs