FT Essential Guide to Business Writing: How to write to engage, persuade and sell (Financial Times Guides) / Ian Atkinson

Includes index.

About the author Introduction part 1 Planning 1 Powerful business writing: Your objective 2 Proposition: The thin end of your wedge 3 Content: Interrogation & insight 4 Context: Audience & medium 5 Concept: Bringing your story to life 6 Essential Plan checklist part 2 Doing 7 Punctuation, grammar & usage 8 How to harness style & structure 9 How to craft that draft 10 How to win hearts & minds 11 How to be utterly fascinating 12 How to be irresistibly persuasive 13 Twenty-five quick wins 14 Essential Do checklist part 3 Reviewing 15 Perfect, prune & polish 16 Giving and getting feedback 17 Getting better 18 Essential Review checklist Index

Whether you are writing a proposal, a report, a presentation or an email, this book will show you how to write to persuade staff, colleagues, board directors and customers. The Financial Times Essential Guide to Business Writing demonstrates how your choice of language can influence your reader. It gives you clear examples to show you the dos and don'ts of successful business writing and essential tips that are proven to make your writing more effective.

It shows you how to write for different audiences and in different media using style, structure and the psychology of language to your advantage. It also gives you the writing secrets used by the world's best advertising writers, which you can use to great effect in your own business writing.