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• Contents at a Glance
• Table of Contents
• Introduction
• Conventions Used in This Book
• What You Need Not Read
• Foolish Assumptions
• How This Book Is Organized
• Icons Used in This Book
• Where to Go From Here
• Part I: Winning with Writing
• Chapter 1: Make Writing Your Not-So-Secret Weapon
• Planning and Structuring Every Message
• Applying Audience-Plus-Goal Strategy to Any Business Need
• Chapter 2: Planning Your Message: Your Secret Weapon
• Adopting the Plan-Draft-Edit Principle
• Fine-Tuning Your Plan: Your Goals and Audience
• Making People Care
• Choosing Your Written Voice: Tone
• Using Relationship-Building Techniques
• Chapter 3: Making Your Writing Work: The Basics
• Stepping into 21st-Century Writing Style
• Enlivening Your Language
• Using Reader-Friendly Graphic Techniques
• Chapter 4: Self-Editing: Professional Ways to Improve Your Own Work
• Changing Hats: Going from Writer to Editor
• Reviewing the Big and Small Pictures
• Moving from Passive to Active
• Sidestepping Jargon, Clichés and Extra Modifiers
• Chapter 5: Troubleshooting Your Writing: Fixing Common Problems
• Organizing Your Document
• Catching Common Mistakes
• Reviewing and Proofreading: The Final Check
• Part II: Putting Your Skills to Work for Everyday Business Writing
• Chapter 6: Writing Emails That Get Results
• Fast-Forwarding Your Agenda In-House and Out-of-House
• Getting Off to a Great Start
• Building Messages That Achieve Your Goals
• Structuring Your Middle Ground
• Closing Strong
• Perfecting Your Writing for Email
• Chapter 7: Creating High Impact Business Correspondence
• Succeeding with Cover Letters
• Networking with Letters
• Writing to Complain
• Crafting Letters of Record
• Introducing Yourself in Letter Form
• Creating Sales Letters
• Part III: Writing Business Documents, Promotional Material and Presentations
• Chapter 8: Building the Biggies: Major Business Documents
• Writing the Executive Summary
• Shaping Successful Reports
• Fast-tracking yourself through Proposals
• Creating Business Plans
• Writing Tips for All Business Documents
• Chapter 9: Promoting Yourself and Your Organization
• Finding the Heart of Your Business Message
• Finding, Shaping and Using Stories
• Using Value Messages and Stories to Promote
• Chapter 10: Writing for the Spoken Word
• Elevating Your Elevator Speech
• Preparing and Giving Presentations
• Scripting for Video
• Scripting Yourself for Practical Purposes
• Part IV: Writing for the Digital Universe
• Chapter 11: Evolving Your Writing for Online Media
• Gaining Perspective on Digital Media
• Strategizing Your Digital Media Program
• Turning Scanners into Readers
• Shaping Your Writing for Digital Media
• Chapter 12: Writing for Websites and Blogs
• Shaping Your Words for Websites and Blogs
• Building a Traditional Website
• Incorporating Graphics and Other Elements
• Creating Your Own Blog
• Part V: Thinking Global, Writing Global
• Chapter 13: Using English as the Global Language of Business
• Considering Native English in All Its Flavors
• Adapting Your Writing for Global English
• Writing Messages to Send ‘Round the World’
• Writing Other Materials
• Chapter 14: Adapting Business English to Specific Countries
• Writing to China
• Writing to Russia
• Writing to France
• Writing to Japan
• Writing to India
• Writing to Mexico
• Writing to Germany
• Writing to Brazil
• Part VI: The Part of Tens
• Chapter 15: Ten Ways to Advance Your Career with Writing
• Use Everything You Write to Build Your Professional Image
• Write a Great Elevator Speech – and Use It
• Write a Long-Range Career Plan for Yourself
• Write an Ad for Your Dream Job
• Go Out of Your Way to Thank People
• Take Notes to Control the Conversation
• Use Messages to Stay in Touch and Build Relationships
• Write First-Rate Blog Posts, Comments and Tweets
• Know How to Explain Your Value
• Profile Your Supervisor for a Better Relationship
• Chapter 16: Ten Ways to Tweet Strategically
• Plan Your Twitter Program
• Decide Who You Want to Be
• Take Pains with Your Bio and Photo
• Listen to Your Target Audiences
• Aim to Be Useful
• Avoid Blatant Self-Promotion
• Use Twitter for Surveys and Questions
• Write Tweets as the Ultimate Self-Edit Test
• Tweet at Optimal Times
• Treat Twitter as a Serious Job-Hunting Tool
• Index
• About the Author