This book shows how using the techniques of ad writers and journalists can dramatically improve the way people write letters, memos, reports, and direct-mail in business. It reveals short-cuts to make their job easier, and explains ways to use language to create favourable impressions.

This book shows how using the techniques of ad writers and journalists can dramatically improve the way people write letters, memos, reports, and direct-mail in business. It not only reveals many of the inside secrets and short-cuts professional writers use to make their job easier, but also explains ways to use language to create favorable impressions, improve credibility, and explain complex subjects in simple terms. Interesting and persuasive examples are presented, drawn from The New York Times, Associated Press, American Express, Business Week, The Wall Street Journal, Nike, and many other publications and advertisers. Each technique is explained in a simple, three-step process, followed by several examples taken directly from advertisements, news stories, or direct mail which demonstrate the method. Then ways to apply the technique in everyday business writing are described through clear instructions and suggested examples.

What is Professional Writing?
Journalistic Organization.
How to Get Started and Keep Going.
Racing to Deadline.
Editing: Avoiding the Trite.
Editing: Deleting and Revising.
Advertising Persuasion.
Advertising Copywriting.
Direct Responses with Direct Mail.
Direct-Mail Letters.
Applying the Techniques.
Special Assignments.
Style, Style, and Style.
Like the Pros.
Appendix.
Index.