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Index
Cover
Title Page
Dedication
Contents
Introduction
MEANING
1 BE CLEAR
2 CHOOSE THE RIGHT WORD
3 PAINT A PICTURE
4 PUSH BUTTONS
5 EVOKE SPECIFIC SITUATIONS
6 ZOOM IN ON TELLING DETAILS
7 TAP INTO METAPHOR
8 USE AMBIGUITY FOR GOOD, NOT EVIL
9 SAY THE WRONG THING
SOUND
10 KEEP IT SIMPLE
11 GIVE IT RHYTHM
12 PLAY WITH POETIC PATTERNS
13 MAKE THE SOUND FIT
STRUCTURE
14 BREAK THE RULES
15 COIN A NEW WORD
16 MAKE A PLAY ON WORDS
17 COMBINE WORDS ARTFULLY
18 USE GRAMMAR EXPRESSIVELY
19 REPEAT STRUCTURES
20 TEACH AN OLD CLICHÉ NEW TRICKS
SOCIAL CONTEXT
21 EVOKE CONVERSATION
22 ESTABLISH A RELATIONSHIP
23 CREATE A MICROVOICE
Epilogue
Acknowledgments
Index
Praise
Copyright
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