Pt. 1. Getting started: necessary for all documents -- Start up sheet
-- 1. Identify your primary reader. Do you have multiple readers? --
2. Understand what your reader needs to know about the subject -- 3.
Know what's in it for your reader -- 4. Determine if your writing
needs a special angle or point of view -- 5. Anticipate your reader's
attitude toward the subject -- 6. Pinpoint your purpose and action
item -- 7. Write in one sentence the key point you want the reader to
remember -- Delivery -- 8. Know who should receive a copy of the
message -- 9. Understand the best way to deliver the message -- 10.
Know the best time to deliver the message -- Message -- 11. Ask
yourself the questions your reader will have: who? what? when? where?
why? how? -- 12. Write headlines that tell your story -- 13. Sequence
the headlines strategically -- Drafting -- 14. Develop a drafting
process -- 15. Revisit the draft -- Visual impact -- 16. Allow ample
white space -- 17. Use headlines, subheads, and sidelines -- 18. Use
bulleted and numbered lists, when appropriate -- 19. Use charts,
tables, and graphs, when appropriate -- 20. Use color judiciously --
Tone -- 21. Keep it short and simple (KISS) -- 22. Use positive
words, rather than negative words -- 23. Use the active voice -- 24.
Use you and your more than I, me, we, and us -- 25. Be consistent and
clear -- 26. Use gender-neutral terms -- 27. Use industry-related
jargon appropriately -- 28. Think seriously about being funny --
Proofreading and editing -- 29. Proofread for accuracy and
consistency -- 30. Edit for content -- Pt. 2. Moving forward: a wide
array of business documents -- Abstracts -- 31. Write a descriptive
abstract -- 32. Write an informative abstract -- Articles -- 33.
Follow the guidelines -- 34. Write a dynamite summary -- 35. Read the
masthead -- 36. Write a compelling query letter -- 37. Enhance your
career with a technical article -- Brochures -- 38. Determine the
format -- 39. Remember that this is about your reader, not about you
-- 40. Follow general guidelines -- Business plans -- 41. Determine
what you need for content -- 42. Know what to avoid -- Collaborative
writing -- 43. Know the role you play -- 44. Create a list of
responsibilities -- 45. Generate a production schedule -- 46.
Brainstorm to generate ideas -- 47. Draft collaboratively -- 48.
Organize a peer review -- 49. Use group writing tools -- E-mail --
50. Write a subject line that delivers an informative, compelling
message -- 51. Deliver the message in the subject line, when
appropriate -- 52. Change the subject line when replying to a message
-- 53. Know when to reply to sender or to all -- 54. Use a salutation
and a complimentary closing -- 55. Create an electronic signature --
56. Use Bcc appropriately -- 57. Create an easy-to-read message --
Executive summaries -- 58. Write the executive summary after you
finish the longer document -- 59. Use technical terms cautiously --
60. Sequence information to have the most impact on your reader --
Grants -- 61. Acquire guidelines -- 62. Start with the planning --
63. Build partners, not funders -- 64. Know what to include --
Instructions and procedures -- 65. Think of yourself as the teacher
and the reader as the learner -- 66. Understand how your reader will
use the instructions -- 67. Chunk information -- 68. Include enough
details -- 69. Use the step-action table -- 70. Highlight warnings --
71. Test, test, and test again -- Letters -- 72. Know where the parts
go -- 73. Avoid trite expressions -- 74. Use correct style -- 75.
Format a multiple-page letter correctly -- Meeting minutes -- 76. Be
comfortable and be prepared -- 77. Know what to include -- 78.
Standardize your format -- Mission statements -- 79. Express the
vision of your company -- 80. Know what to omit -- Press releases --
81. Do your homework -- 82. Write a press release that's of interest
to readers -- 83. Use correct formatting -- 84. Use the power of the
Internet -- Powerpoint presentations -- 85. Know your audience -- 86.
Use the power of persuasion -- 87. Distinguish between what to
include in the visuals and what to say -- 88. Prepare one visual for
each point -- 89. Craft text strategically -- 90. Use graphics to
enhance the message -- 91. Create a storyboard -- 92. Use handout
notes effectively -- Proposals -- 93. Write a convincing internal
proposal -- 94. Write a winning external proposal -- 95. Include why
the prospect should select you over other candidates -- 96. Get to
know the RFP or RFQ -- 97. Understand the evaluation process -- 98.
Brace for the results -- Questionnaires -- 99. Get up close and
personal -- 100. Realize the benefits of mail or web questionnaires
-- 101. Design the questionnaire -- 102. Learn from the results --
Resumes -- 103. Start with a summary of your qualifications -- 104.
Use keywords to pump up your prose -- 105. Use results-oriented
bullets -- 106. Include awards, publications, or special recognition
-- 107. Know what to omit -- 108. Send each resume with a customized
letter -- Reports -- 109. Determine the scope -- 110. Understand your
readers -- 111. Know what to include in an informal report -- 112.
Know what to include in a formal report -- Spec sheets -- 113.
Understand how to develop specifications -- 114. Write specs in their
natural order -- Speeches -- 115. Ask yourself four basic questions
-- 116. Make the opening and closing memorable -- 117. Use the right
tone -- 118. Write as you speak -- 119. Be aware of your speech
patterns -- 120. Omit trite or inappropriate expressions -- 121.
Think internationally -- Websites -- 122. Captivate visitors on the
home page -- 123. Highlight what differentiates you from your
competitors -- 124. Identify key words and phrases so readers find
your site easily -- 125. Focus on your visitor, not on your company
or yourself -- 126. Stress benefits, not features -- 127. Craft
compelling, informational headlines -- 128. Write for readability --
129. Prolong visits by offering something of value -- 130. Don't
overwhelm visitors with the design or graphics -- 131. Be sensitive
to international audiences -- 132. Understand why websites don't
bring in new business -- 133. Test, test, and test -- White papers --
134. Use a logical structure -- 135. Know what to avoid.
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