The Language of Success

The author of the popular book on writing persuasive business proposals, Tom Sant is back with a new book on writing more effective letters, emails and other documents at work. The Language of Success explains the principles and benefits of using the language of success and gives numerous examples of the different kinds of writing used to get the the best results.

Tom Sant (San Luis Obispo, CA) is the Co-Founder of Hyde Park Partners, a consulting company that specializes in improving sales processes and messages. He has worked with major corporations around the world, including AT&T, HSBC, Booz Allen and Microsoft. He is the author of Persuasive Business Proposals (978-0-8144-7153-1) and The Giants of Sales (978-0-8144-7291-0).

Acknowledgments	p. xi
Introduction	p. 1
Where We're Going and Why the Trip Is Worth Taking	p. 1
Igniting Firestorms	p. 4
Screaming in Print	p. 7
Living in the Midst of Revolution	p. 9
Eight Tips for Creating Successful E-Mail	p. 12
Moving Beyond the Mechanical	p. 22
The Problem: How Fluff, Guff, Geek, and Weasel Ruin Your Writing	p. 27
Language: The Medium of Business	p. 27
The Language of Success	p. 29
Four Languages That Don't Work	p. 31
Fluff	p. 31
Guff	p. 34
Geek	p. 38
Weasel	p. 43
Is Clear Writing a Lost Art?	p. 51
The Principles: Modern Methods in Business Writing	p. 55
Write the Way You Speak	p. 56
Respect the Medium	p. 60
The Core Principles of the Language of Success	p. 63
Clarity	p. 65
Conciseness	p. 74
Correctness	p. 81
Suitability for the Audience	p. 90
Suitability for the Purpose	p. 102
Purposes and Patterns for the Whole Message	p. 116
Writing to Inform	p. 122
Writing to Evaluate	p. 123
Writing to Persuade	p. 124
The Practice: Real-World Applications of the Language of Success	p. 127
Writing to Inform	p. 127
Simple Announcements	p. 128
Giving Instructions	p. 131
Answering Questions	p. 134
Project Updates and Summaries	p. 135
Clarifying Information	p. 138
Writing to Evaluate	p. 139
Comparison and Contrast	p. 140
Definition and Classification	p. 142
Offering an Informed Opinion	p. 144
Competitive Analysis	p. 146
Performance Appraisals	p. 150
Writing to Motivate	p. 156
Making a Request	p. 159
Instructing	p. 161
Reprimanding	p. 164
Communicating with Employees: Morale	p. 166
Communicating with Suppliers: Responsiveness	p. 169
Communicating with Customers: Loyalty	p. 170
Communicating with Investors: Commitment	p. 171
Communicating Bad News	p. 172
Writing to Persuade	p. 176
Cold Call Messages-Introducing Yourself and Your Company	p. 177
Setting a Meeting	p. 181
Following Up from a Meeting	p. 182
Announcing a New Product or Service	p. 184
Responding to a Request for Information	p. 185
Checking on Customer Satisfaction	p. 188
Nurture Messages	p. 189
Recommendations and Proposals	p. 190
Presenting a New Idea to Management or Colleagues	p. 193
Your Potential	p. 197
Index	p. 199
About the Author	p. 207
Table of Contents provided by Ingram. All Rights Reserved.

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The Language of Success

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