Make an Impact with Your Written English

Title page......Page 4
Copyright\n......Page 5
Dedication......Page 6
Table of contents\n......Page 8
Preface......Page 12
Introduction......Page 18
Defining readers, customers and audience......Page 20
Different cultures, different approaches......Page 21
Approaching that white space......Page 22
Different cultures, different personalities......Page 25
Your checklist for action......Page 27
Describing what you and your organization do......Page 28
Focus on the message, not just the translation......Page 30
English dictionary syndrome......Page 31
Online translations......Page 32
‘Brand you’ and your company brand......Page 34
Your checklist for action......Page 41
Help your readers......Page 42
Choose the right font for international business......Page 45
Underlining, italics and justifying margins......Page 48
Technology of the ‘instantly available’......Page 49
Scan reading and skimming: a new norm......Page 50
Your checklist for action......Page 51
Create an advantage: get noticed for the right reasons......Page 52
Avoiding distractions......Page 55
I knew you would ask that!......Page 56
Further tips for making life easier......Page 57
Your checklist for action......Page 59
Everyone is an ambassador and salesperson......Page 60
Writing is a key that opens the door......Page 61
Advertising and promotional literature for a global market......Page 63
Sales letters must enable that call to action......Page 65
Are you planning to buy?......Page 67
Do not mislead your buyers or be misled by sellers......Page 68
Chasing payment: one style does not suit all......Page 69
Your checklist for action......Page 71
The wow factor sets you apart......Page 72
Word power skills......Page 74
Look at the world around you......Page 77
Without common sense, you will fail......Page 80
Regularly refresh your word power......Page 81
An introduction to customer focus in writing......Page 82
Standard endings can destroy the personal touch......Page 84
Your checklist for action......Page 85
The Word Power Skills system......Page 88
Being correct for purpose......Page 90
Write clearly......Page 91
How simplicity can free you to impress......Page 92
Plain English......Page 94
Structuring your writing......Page 96
Your checklist for action......Page 97
Create the right publicity......Page 100
Standard press release layout......Page 102
Words to help your press release make an impact......Page 106
Product recall press releases......Page 107
Jargon in advertising and public relations......Page 109
Outsourcing your public relations......Page 110
Your checklist for action......Page 112
The changing face of reports......Page 114
A checklist to help you plan......Page 115
Different perspectives......Page 116
Making your mark and anticipating questions......Page 119
Writing can inadvertently put up barriers......Page 120
Technical reports......Page 122
Your checklist for action......Page 123
Writing a meeting agenda......Page 124
Purpose and objectives in a typical agenda......Page 125
Make an impact in meeting notes and minutes......Page 126
Action sheets......Page 127
Style tips for minutes......Page 128
Defining timescales will help you......Page 131
Converting notes to minutes: the vital stages......Page 132
Review of minutes: handle with care......Page 133
Your checklist for action......Page 134
Plain English manuals and instructions......Page 136
Websites: words are everything in cyberspace......Page 143
Forums: the power of a deluge of written responses......Page 145
Writing e-mails to make an impact......Page 146
Your checklist for action......Page 147
Conclusion......Page 148