Preface                                            ix
    1 Write for Your Readers                       1  (16)
      Know Your Readers                            2  (1)
      What If You Don't Know Your Readers?         3  (6)
      Check for Readability                        9  (2)
      Write from the Reader's Perspective          11 (1)
      Build Reader Rapport                         12 (1)
      Come to Terms with Gender                    13 (3)
      Manager's Checklist for Chapter 1            16 (1)
    2 From Purpose Through Process                 17 (14)
      Know Your Single Purpose                     17 (4)
      Writing in Four Stages                       21 (7)
      Five-Step Revision and Edit                  28 (1)
      Help for Your Grammar                        29 (1)
      Manager's Checklist for Chapter 2            30 (1)
    3 The Power of Words to Express, Not Impress   31 (14)
      Make It Clear, Economical, and               31 (7)
      Straightforward
      Avoid Trite Phrases, Cliches, and Jargon     38 (2)
      Accentuate the Positive                      40 (1)
      Make It Active                               41 (1)
      Avoid Typographical Excess                   42 (1)
      Avoid Noun and Adjective Stacks              43 (1)
      Choices and Consideration                    43 (1)
      Manager's Checklist for Chapter 3            44 (1)
    4 Structure Your Writing to Reach Your         45 (20)
    Reader
      Techniques to Engage the Reader              45 (1)
      Traditional Letter Form                      46 (3)
      E-Mail Form                                  49 (3)
      Tips for Writing at Chip Speed               52 (1)
      Five Formats for Letters and E-Mail          53 (9)
      Manager's Checklist for Chapter 4            62 (3)
    5 The Power of Visuals, White Space, and       65 (10)
    Headings
      Visuals: Into the Head Through the Eyes      65 (4)
      White Space: Making the Most of Nothing      69 (1)
      Headings: Signposts and Signals              70 (2)
      Summary                                      72 (2)
      Manager's Checklist for Chapter 5            74 (1)
    6 Writing Basics: Grammar and Style            75 (16)
      Style                                        76 (2)
      Vocabulary                                   78 (2)
      Grammar                                      80 (6)
      Spelling                                     86 (1)
      Punctuation                                  86 (2)
      Layout                                       88 (2)
      Going Beyond This Book                       90 (1)
      Manager's Checklist for Chapter 6            90 (1)
    7 How to Start and Stop                        91 (12)
      Gaining Attention                            91 (3)
      Effective Openings                           94 (2)
      Holding Your Readers                         96 (2)
      Ending Strong                                98 (3)
      Manager's Checklist for Chapter 7            101(2)
    8 Writing for Social Media                     103(8)
      Blogs                                        103(2)
      Tweeting                                     105(2)
      Facebook                                     107(1)
      Summary                                      108(1)
      Manager's Checklist for Chapter 8            109(2)
    9 Zero-Based Writing                           111(10)
      Move from Assumptions to Perspective         111(1)
      Master Process Writing                       112(1)
      Write Clear, Practical Descriptions          113(1)
      Write Simple Instructions                    114(6)
      Manager's Checklist for Chapter 9            120(1)
    10 Dealing with Tough Situations               121(10)
      Breaking Bad News                            122(3)
      Reacting to a Predicament                    125(2)
      Above All, Do No Harm                        127(1)
      Turning Negatives into Positives             128(1)
      Competence and Confidence                    129(1)
      Manager's Checklist for Chapter 10           130(1)
    11 Reports, Reports, Reports                   131(20)
      Basics for All Reports                       131(3)
      Occasional Report                            134(2)
      Activity Report                              136(4)
      Status or Progress Report                    140(3)
      Formal Report                                143(5)
      Evaluating Your Report                       148(2)
      Manager's Checklist for Chapter 11           150(1)
    12 Persuading Your Readers                     151(14)
      How to Persuade in Three Difficult Steps     152(1)
      Ten Rules of Persuasion                      153(6)
      Use a Problem/Solution Format                159(1)
      Write Powerful Proposals                     160(3)
      Conclusion                                   163(1)
      Manager's Checklist for Chapter 12           164(1)
Appendix Postscript: Top 10 Tips for Writing       165(4)
Well in Business
Index                                              169