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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.

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.

About the author	p. vii
Introduction	p. 1
Planning	p. 3
Powerful business writing: Your objective	p. 7
Proposition: The thin end of your wedge	p. 15
Content: Interrogation & insight	p. 21
Context: Audience & medium	p. 29
Concept: Bringing your story to life	p. 49
Essential Plan checklist	p. 59
Doing	p. 63
Punctuation, grammar & usage	p. 65
How to harness style & structure	p. 77
How to craft that draft	p. 87
How to win hearts & minds	p. 99
How to be utterly fascinating	p. 107
How to be irresistibly persuasive	p. 113
Twenty-five quick wins	p. 129
Essential Do checklist	p. 151
Reviewing	p. 153
Perfect, prune & polish	p. 155
Giving & getting feedback	p. 161
Getting better	p. 167
Essential Review checklist	p. 171
Index	p. 173
Table of Contents provided by Ingram. All Rights Reserved.

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FT Essential Guide to Business Writing How to write to engage, persuade and sell

FT Essential Guide to Business Writing How to write to engage, persuade and sell

0273761137

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Author Biography

Table of Contents

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