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Cover -- Copyright Page -- CONTENTS -- ABOUT THE AUTHOR -- PREFACE -- 1 WHAT IS BUSINESS WRITING? -- WHY BAD WRITING IS BAD NEWS -- 2 LEARNING TO WRITE WITHOUT FEAR -- TAKE YOUR TIME -- BORROW BRIGHT IDEAS -- KEY TAKEAWAYS -- 3 THINK BEFORE YOU INK -- SELLING THE SIZZLE: AN IT EXAMPLE -- LIGHTS, EMAIL, ACTION! -- KEY TAKEAWAYS -- 4 CHOOSE YOUR WEAPONS -- KNOW YOUR AUDIENCE -- PICK YOUR PLATFORM -- HOPE FOR THE BEST AND PLAN FOR THE WORST -- TAKE A PICTURE -- KEY TAKEAWAYS -- 5 FIGHT THE FLAB -- UNNECESSARY EXPERTISE -- THE PASSIVE VOICE AND WEAK VERBS -- TOO MANY WORDS -- LONG SENTENCES AND ENDLESS PARAGRAPHS -- SHOWING OFF -- CLICHÉS -- WOOLLY WRITING -- TAKE ADVICE FROM GEORGE ORWELL -- KEY TAKEAWAYS -- 6 JUNK THE JARGON -- WHAT IS JARGON? -- BAD BUZZ -- WHY YOU SHOULD BANISH BUZZWORDS AND JUNK THE JARGON -- KEY TAKEAWAYS -- 7 MAKE YOUR CASE -- HOW TO WIN FRIENDS AND INFLUENCE PEOPLE -- WRITING PRESENTATIONS -- THREE IS THE MAGIC NUMBER -- IT’S A SHAME ABOUT ROI -- HOW TO PRESENT YOUR BUSINESS CASE FOR A LARGE PROJECT -- ROI: PLAN FOR THE BEST BUT TRY TO PREDICT THE WORST -- KEY TAKEAWAYS -- 8 WRITING FOR ROBOTS: BUSINESS WRITING FOR THE INTERNET -- WRITING FOR GOOGLE -- SEO: HOW TO DO IT THE RIGHT WAY -- TL -- DR -- WHAT TO DO ABOUT LONG DOCUMENTS -- WRITING FOR EMAIL NEWSLETTERS -- SOMEONE INVENTED A NEW WAY TO GET READERS -- YOU’LL NEVER GUESS WHAT HAPPENS NEXT! -- KEY TAKEAWAYS -- 9 BE YOUR OWN AUDIENCE -- LET GO OF YOUR EGO -- SIMPLICITY -- BREVITY -- ACCURACY -- EFFECTIVENESS -- KEY TAKEAWAYS -- 10 COMMUNICATING GOODWILL AND DELIVERING BAD NEWS -- GOODWILL HUNTING -- NOW FOR THE BAD NEWS -- KEY TAKEAWAYS -- 11 WHAT TO DO WHEN THE WORDS WON’T COME -- HAVE A DEADLINE -- BREAK IT INTO BITS -- WRITE AN OUTLINE -- DON’T START AT THE START -- DON’T STOP -- FORGET ABOUT PERFECT -- HAVE A KITKAT -- GO AND DO SOMETHING ELSE -- KEY TAKEAWAYS -- 12 THE BUSINESS WRITING HOUSE OF HORRORS -- AVIVA ACCIDENTALLY FIRES ITS ENTIRE WORKFORCE -- ELOP NEEDS SOME HELOP -- PROOF THAT SPELL CHECKING MATTERS -- WHY DAMORE SHOULD HAVE WRITTEN LESS -- WHY JACK GOT ATTACKED -- WHEN HASHTAGS GO BAD -- THE WORST MOTIVATIONAL MEMO EVER -- KEY TAKEAWAYS -- AFTERWORD -- REFERENCES -- INDEX -- Back Cover -- .