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CHAPTER ONE
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Arrange Your Thoughts 1
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A Methodical Process 1 Set Action Objectives 1 Exercise 1: Write a One-Sentence Objective 3 Analyze Your Target Readers 5 Exercise 2: Target Your Reader s Personality 10 Create the Right Image 11 Exercise 3: How Formal Should Your Communication Be 18 Big Picture: Use the Matrix of Persuasion 20 Exercise 4: Put the Matrix of Persuasion to Work 23
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CHAPTER TWO
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Create a Draft on Paper (or on Your Computer) 25
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Good Writing Starts with Clear Thinking 25 Choose Your Organizational Structure 25 Exercise 5: Select an Organizational Structure 40 Organize Your Thinking Using an Outline or Hub & Spokes 44 Exercise 6: Get Your Thoughts Down on Paper 50
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CHAPTER THREE
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Write Excellent First Drafts 51
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Write Polished First Drafts 51 Write with Your Readers in Mind 51 Exercise 7: Calculate the Empathy Index 57 Exercise 8: Rewrite to Improve the Empathy Index 59
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Contents
Your Salutation and Lead Set the Tone 62 Hook Your Readers Interest with a Compelling Lead 66 Exercise 9: Add Urgency Through Time-Sensitive Vocabulary 68 Add a Snappy Close 70 Exercise 10: Write a First Draft 74
CHAPTER FOUR
Hands-on Writing Workshop 77
Add Credibility as You Revise 77 Speci cs Increase Believability 77 Exercise 11: Add Speci city to General Statements 79 Exercise 12: Add Examples to Make Dull Copy Come Alive 82 Exercise 13: Add Speci city to Increase Reader Understanding 83 Select the Best Word to Express Your Meaning 83 Exercise 14: Select Words with FURY 88 Exercise 15: Revise in a Methodical Manner 89
CHAPTER FIVE
Revise for Impact and Clarity 95
Concise Communications Succeed 95 Tactic One: Conciseness 95 Exercise 16: Revise for Conciseness 100 Tactic Two: Clarity 103 Exercise 17: Revise to Create Proper Emphasis and Increase Clarity 108 Tactic Three: A Positive Tone 110 Tactic Four: Parallel Construction 111 Exercise 18: Write a Third Draft 115
CHAPTER SIX
Determine What Kind of Proo ng You Require 121
Integrate Proo ng into the Writing Process 121 Understand Proofreading s Role in the Business Writing Process 121 Determine Your Editing Level Before You Begin to Proof 122
Contents
What Do You Know It s Quiz Time 132 Exercise 19: Assess Your Knowledge 132
CHAPTER SEVEN
Proofread for Perfection 137
Con rm Your Text Is Clear and Professional 137 Grammar and Punctuation Update 137 Politically Correct Writing 141 Punctuate for Clarity 143 Exercise 20: Revise for Clarity 147 Using Proper Grammar Signals Professionalism 149 Exercise 21: Correct Common Grammar Errors 153 Use the Correct Word 155 Exercise 22: Practice Using Frequently Misused Words 158 Capitalize for Emphasis 159 Exercise 23: Capitalize Correctly 162 Exercise 24: What Did You Learn 163
CHAPTER EIGHT
Write with Con dence 169
Putting It All Together: Use the Three-Step Process 169 A Methodical Approach 169 Step One: Get Your Thoughts in Order 173 Exercise 25: Write an Objective 174 Exercise 26: Analyze Personality 174 Exercise 27: Use the Formality Index 175 Exercise 28: Understand Your Overall Writing Assignment 176 Step Two: Create a Draft on Paper (or on Your Computer) 177 Exercise 29: Select an Organizational Structure 177 Exercise 30: Use the Hub & Spokes Model 178 Exercise 31: Get a Draft on Paper 180 Step Three: Revise for Clarity 181 Exercise 32: Calculate Your Empathy Index and Revise to Increase Reader Focus 182 Exercise 33: Add a Snappy Close 185 Exercise 34: Add Speci city 186 Exercise 35: Select Words with FURY 188
Contents
Exercise 36: Calculate Your Average Sentence Length 189 Exercise 37: Make It Clear 191 Exercise 38: Con rm That It s Positive 192 Exercise 39: Maintain Parallel Construction 193 Exercise 40: Proofread for Perfection 193
Appendix A: Streamline Your Text 201
Write Lean 201
Appendix B: The Correct Use of Prepositions 205
Correct Preposition Use Enhances Professionalism 205
Index 209
viii
Introduction
Malcolm Forbes once said, A good business letter can get you a job interview, get you off the hook, or get you money It s totally asinine to blow your chances of getting whatever you want with a business letter that turns people off instead of turning them on Here s the bottom line: If you can t produce well-written communications, it s unlikely you ll achieve business success No matter what your industry, no matter what your job, no matter what other business abilities are required to succeed in your career, you must be able to get your points across clearly and persuasively in writing Writing well in business involves more than merely following the rules of grammar It requires a keen understanding of two things: 1 Your objective what do you want your readers to do as a result of reading your material 2 Your target audience what is going to motivate your readers to do whatever it is you want them to do Most business professionals understand that the ability to communicate clearly and concisely is not an optional business skill it s a critical one What they usually haven t considered is that business writing is a different kind of writing from the writing they learned in school It s neither academic nor informal It differs from technical writing, creative writing, and journalism Just as each of these writing styles has standards unique to it, so too is business writing unique At its best, it s conversational without being chatty, accessible without being too familiar, clear without being overly simplistic, and professional without being stuffy This book sets out an easy-to-use and easy-to-understand three-step system guaranteed to help readers write business communications well
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