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