Make an Impact With Your Written English

Writing effective business English is about creating clear, concise messages and avoiding verbosity; but the fewer words there are, the more important it is to get them right. This volume in the "Better Business English" series focuses on presentations, reports, note-taking, PR writing, technical writing, and writing for the web. "Make an Impact with Your Written English" helps non-native speakers write business English in a confident and competent voice.

Fiona Talbot is a writer, international consultant and trainer who helps organizations improve results by harnessing the virtually free resource of written word power. She has written articles for Personnel Today, British Airways, New Civil Engineer and CCF magazine, amongst other publications. She is also the author of How. to Write Effective Business English and Executive Writing Skills for Managers (also published by Kogan Page).

Preface	p. xi
Introduction	p. 1
Writing English for business	p. 3
Defining readers, customers and audience	p. 3
Your audience can be anyone and everyone	p. 4
Different cultures, different approaches	p. 4
Approaching that white space	p. 5
Different cultures, different personalities	p. 8
Your checklist for action	p. 10
Deciding your business writing objectives	p. 11
Decribing what you and your organization do	p. 11
Focus on the message, not just the translation	p. 13
English dictionary syndrome	p. 14
Online translations	p. 15
æBrand youÆ and your company brand	p. 17
Your checklist for action	p. 24
Reading and writing challenges and needs
Help your readers	p. 25
Choose the right font for international business	p. 28
Underlining, italics and justifying margins	p. 31
Technology of the 'instantly available'	p. 32
Scan reading and skimming: a new norm	p. 33
Your checklist for action	p. 34
Writing for presentations and talks	p. 35
Create an advantage: get noticed for the right reasons	p. 35
Avoiding distractions	p. 38
I knew you would ask that!	p. 39
Further tips for making life easier	p. 40
Your checklist for action	p. 42
We all need to write to market and sell	p. 43
Everyone is an ambassador and salesperson	p. 43
Writing is a key that opens the door	p. 44
Advertising and promotional literature for a global market	p. 46
Sales letters must enable that call to action	p. 48
Are you planning to buy?	p. 50
Are you selling?	p. 51
Do not mislead your buyers or be misled by sellers	p. 51
Chasing payment: one style does not suit all	p. 52
Your checklist for action	p. 54
Making an impact through written word power	p. 55
The wow factor sets you apart	p. 55
Word power skills	p. 57
Look at the world around you	p. 60
Without common sense, you will fail	p. 63
Regularly refresh your word power	p. 64
An introduction to customer focus in writing	p. 65
Standard endings can destroy the personal touch	p. 67
Your checklist for action	p. 68
Four steps to success	p. 71
The Word Power Skills system	p. 71
Being correct for purpose	p. 73
Write clearly	p. 74
How simplicity can free you to impress	p. 75
Plain English	p. 77
Gobbledegook	p. 79
Structuring your writing	p. 79
Your checklist for action	p. 80
Writing press releases and editorial	p. 83
Create the right publicity	p. 83
Different words and styles for different target publications	p. 85
Standard press release layout	p. 85
Words to help your press release make an impact	p. 89
Product recall press releases	p. 90
Jargon in advertising and public relations	p. 92
Outsourcing your public relations	p. 93
Your checklist for action	p. 95
Writing reports	p. 97
The changing face of reports	p. 97
Evaluate your target audience and your role	p. 98
A checklist to help you plan	p. 98
Different perspectives	p. 99
Making your mark and anticipating questions	p. 102
Writing can inadvertently put up barriers	p. 103
Technical reports	p. 105
Your checklist for action	p. 106
Writing agendas, meeting notes and minutes	p. 107
Writing a meeting agenda	p. 107
Purpose and objectives in a typical agenda	p. 108
Make an impact in meeting notes and minutes	p. 109
Action sheets	p. 110
Style tips for minutes	p. 111
Defining timescales will help you	p. 114
Converting notes to minutes: the vital stages	p. 115
Review of minutes: handle with care	p. 116
Your checklist for action	p. 117
Word Power Skills 2.0	p. 119
Plain English manuals and instructions	p. 119
Websites: words are everything in cyberspace	p. 126
Forums: the power of a deluge of written responses	p. 128
Writing e-mails to make an impact	p. 129
Your checklist for action	p. 130
Conclusion	p. 131
Table of Contents provided by Ingram. All Rights Reserved.

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Make an Impact With Your Written English

Summary

Author Biography

Table of Contents

Supplemental Materials