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Imperial Library
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Index
Title Page
Copyright Page
Contents
Foreword
Style Matters
Chapter One. What Writers Do
Web writing at work
The process
Meet Shortstack Books
Chapter Two. Get Your Bearings
Do your research
Conduct interviews
Know your readers
Write a mission statement
Chapter Three. Make a Plan
Clarify your goals
Summarize the plan
Dive in
Chapter Four. Writing Basics
Basic guidelines
Be clear
Be concise
Be honest
Be considerate
Getting unstuck
Go further
Chapter Five. Find Your Voice
Look inward
Find the right words
Chapter Six. Watch Your Tone
Show your empathy
Keep your humor in check
Don’t be too formal
Chapter Seven. Build a Community
Community matters
Blogs
Email newsletters
Social media
Keep in touch
Chapter Eight. Sell It without Selling Out
We’re all in marketing
Tell your story
Marketing principles
Message matters
Introduce yourself
Answer questions and sell it
Chapter Nine. Touchy Subjects
Writing with empathy
Sensitive situations
A graceful apology
Legal writing
Chapter Ten. Make It Flow
The big picture
The little things
Chapter Eleven. The Revision Process
Handling drafts
When you’re the editor
Chapter Twelve. Style Guides
Define your style
Spread the word
Afterword
Acknowledgments
Kate says
Nicole says
Further Reading
Writing
Style
Editing
Research
Content strategy
Design
Business and marketing
Legal writing
Index
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