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Writing That Works
One executive suggests a discipline — putting down first what you want the reader to do, next the three most important things the reader needs to understand to take that action, then starting to write. When you’re done, he suggests asking
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
What you write should sound just like you talking when you’re at your best — when your ideas flow swiftly and in good order, when your syntax is smooth, your vocabulary accurate, and afterward you think that you couldn’t possibly have put things any better than you did.
Kenneth Roman • Writing That Works
energies on a major document or project or speech that will make a difference.
Kenneth Roman • Writing That Works
Effective means picking your spots, concentrating your
Kenneth Roman • Writing That Works
Had the copywriter written, “He always acted as if he knew what he was talking about,”
Kenneth Roman • Writing That Works
Choose adjectives and adverbs that make your meaning more precise. Do not use them as mere exclamation points.
Kenneth Roman • Writing That Works
There are only 266 words in the Gettysburg Address. The shortest sentence in the New Testament may be the most moving: “Jesus wept.”
Kenneth Roman • Writing That Works
Most people “write badly because they cannot think clearly,” observed H. L. Mencken.
Kenneth Roman • Writing That Works
Most people can't think clearly because they write badly