Coming Soon... a New Book from Strategic Communications® ...

W RITING F OR
D ECISION M AKERS

Writing for Decision Makers presents a proven system for structuring content, with extensive examples drawn from a broad range of businesses - from manufacturing and consumer goods to investment banking. The book gives people research-based reasons for writing in a focused manner.

Because the rumors of "the death of writing" have been called into question by the need to communicate by e-mail and the incredible growth of the Internet, the book addresses the challenges of writing in an environment in which it is now possible to embarrass yourself with the speed of light (almost). The last chapter, Writing in the Global Business Community, covers writing for culturally diverse audiences.

The book provides hands-on examples of paragraph structure and sentence structure, while asserting that many errors of syntax and grammar disappear when there is a sense of audience, and a belief that every piece of writing should result in an action either now or in the future. Chapter 8 is titled "Guerrilla Grammar and Useful Usage." The idea is to be fast-paced, interesting, and helpful rather than complete. There's no substitute for the Elements of Style, and that is not what this book is about.

Case studies show how the system works. Examples from finance, marketing, consumer products, and consulting are provided to appeal to all those markets.

Outline of the book

• Chapter 1: Creating Audience-Focused Writing

  The opening chapter applies audience-analysis techniques to show readers how to take the first steps toward focusing their writing. The chapter includes material on determining the reader's thinking styles to decide on the level of detail, for example.

• Chapter 2: Writing Strategically - Think Before You Decide to Write

  Identifying the primary reader. Responding to the reader's question. Avoiding unnecessary communication. Understanding the primary reader.

• Chapter 3: Analyzing the Audience

  Finding the real problem: analysis trees and flow charts; the need-to-know list; using primary and secondary sources. Establishing criteria for solving the problem. Evaluating alternatives.

• Chapter 4: Criteria for Solving the Problem and Conveying the Message

  Grouping and ordering for description. Organizing criteria and alternatives for evaluation. Organizing for a recommendation: grouping evidence and arguments; ordering a memo or report that recommends.

• Chapter 5: Building a Logical Structure

  Diagraming: different pictures for different purposes. Drawing an organization tree. Using a pyramid diagram. Using the linear outline. Working with the storyboard. Checking your strategy.

• Chapter 6: Beginnings and Endings: What, Why, and How

  Beginnings: attracting the reader's attention; providing just enough information; establishing rapport with the reader. Endings: providing a sense of closure; summarizing; setting out the next step.

• Chapter 7: Thinking Creatively

  How to be creative during the writing process once the user has a logical structure; using visual language and analogies. This chapter is frequently missing from more sober business texts, or is the focus, without addressing structure, of others. Neither approach works. Included are exercises to stimulate creativity during the writing process.

• Chapter 8: Writing the First Draft

  Discussion on basics of sentence construction, paragraph construction, and the like. In addition, there is material on issues of tone and use of gender-neutral language.

• Chapter 9: Design for Emphasis

  Design principles and use of graphs and charts in written material. Now that computers and color printers have made it easy to produce professional-looking documents, readers' expectations have skyrocketed. This chapter provides a primer for the business writer.

• Chapter 10: Revising is Quality Control

  Techniques for revision; using the Spell Check without being a slave to it

• Chapter 11: Writing as a Member of a Team; Coaching Others to Write More Effectively

  The process works wonders in keeping team members organized to write with a focus; the process is also helpful for giving peers and subordinates specific feedback. The issue of giving feedback and creating an environment for people to change their behavior is of great importance in today's organizational culture.

• Chapter 12: Writing for Faxes and E-Mail

  Writing in the new age of almost instant communication. Techniques for avoiding embarrassing yourself 100 times quicker than ever before. Using the Internet to your advantage.

• Chapter 13: Writing in the Global Business Community

  What to avoid when writing to business colleagues or clients in other cultures, including extensive references for further information.

• Self-scoring instrument for judging progress.