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Writing That Works
Had the copywriter written, “He always acted as if he knew what he was talking about,”
Kenneth Roman • Writing That Works
When you write anything longer than a few paragraphs, start by telling the reader where you are going.
Kenneth Roman • Writing That Works
Bad writing slows things down; good writing speeds them up.
Kenneth Roman • Writing That Works
not all readers will detect your lapse. But those who do may be the ones who count.
Kenneth Roman • Writing That Works
you have distilled your thinking to its essence, you will probably be able to express it in simple words.
Kenneth Roman • Writing That Works
Effective means picking your spots, concentrating your energies on a major document or project or speech that will make a difference.
Kenneth Roman • Writing That Works
End with a summary. And keep in mind that a summary is not a conclusion. Your summary should introduce no new ideas; it should summarize, as briefly as possible, the most important points you have made.
Kenneth Roman • Writing That Works
If you have distilled your thinking to its essence, you will probably be able to express it in simple words.
Kenneth Roman • Writing That Works
People seldom act on what they cannot understand. Good results are even less likely if you flood the reader with information that isn’t organized to lead to an action or isn’t relevant to a grasp of the subject.